Personalized Support, Professional Venues
Summary
Visit Fort Wayne had the venues and talent to host standout meetings, but no unified strategy to showcase that strength. Madden partnered with their team through research and in-market discovery, surfacing the destination’s defining edge: hands-on, planner-first support. With stories from real facilities and stakeholders, we built a message that cut through the noise of trade shows and digital channels—putting Fort Wayne on the map as the place where planners feel truly taken care of.
Client
Visit Fort Wayne
Scope
Meetings
Campaign Title
Access Success Meetings Marketing
Results
2.5M+
Impressions
25k+
Clicks
2891%
Increase in Total Web Sessions
10%
Average SEM CTA
MEMORABLE EXPOSURE
This brand campaign was unveiled throughout Visit Fort Wayne’s conference presence in the 2023 year, with a strategic presence at shows such as Connect Midwest, CMCA, Sports ETA, TEAMS, and more. These sponsorships went beyond static logo presence to include memorable exposure opportunities such as:
– Stage time during key conference sessions
– Custom e-blasts
– Participation in panels
– Branded room drop gifts for attendees
The creative assets for the campaign were featured in non-traditional ways through these partnerships, allowing attendees to continue to engage with the Fort Wayne sales team.
visitforwayne.com
In addition, a year-long supplementary digital campaign through ongoing paid search, social media, remarketing efforts, and geofenced rich media units helped to reinforce the offerings of the destination and draw engagement through VisitFortWayne.com. Parts of our strategy included:
– Reaching planners on platforms where they may already be exploring such as Facebook and LinkedIn while also utilizing strategic bidding for key paid search terms.
– Geofencing at major events with ad units being served to conference attendees after the fact to keep Fort Wayne top of mind.
– Securing targeted publication sponsorships that allowed Visit Fort Wayne to have a presence in both print and digital with already engaged audiences of prospective planners.
achieving our goals
The ‘Access Success’ campaign allowed Visit Fort Wayne to elevate its meetings and sports offerings via a unique and engaging creative strategy. The various touchpoints of the project allowed the Visit Fort Worth sales team to cultivate deeper relationships with potential clients while highlighting the bespoke service that planners can expect when they bring their event to Fort Wayne.
