Crafting a Brand as Bold as Bentonville
Summary
Bentonville is where a morning ride can lead to an afternoon at a world-class museum, and dinner feels as handcrafted as the trails. The city needed a brand campaign that captured this unexpected mix and gave it a stronger voice in the travel landscape. Madden developed a refreshed brand identity and creative platform that told Bentonville’s story with clarity and boldness—positioning the community as both authentically local and nationally distinct.
Client
Visit Bentonville
Scope
Brand Identity
Campaign Title
Brand Identity & Campaign Development
Results
2M+
carvertise impressions
29%
increase in organic traffic YoY
82%
increase in direct traffic YoY
50%
increase in overall site traffic YoY
3%+
click-through-rate on Google prospecting ads
Research and Strategy
We honed in on Bentonville’s heart—art, biking, and dining—through deep audience research, identifying adventure-seeking, diversity-conscious travelers (ages 25-44, primarily women) in drive markets. Their love for bold, original messaging shaped our campaign strategy.
Designed to Be Seen
“You Have to See It” became our tagline, capturing Bentonville’s art, dining, and cycling scene with bold colors and hand-crafted typography—a distinctive, dynamic aesthetic that cuts through the noise.
From Screens to Streets
We rolled out a bold, omnichannel campaign—spanning print, digital, and Spotify ads—while Carvertise-wrapped cars drove Bentonville’s message through high-traffic target markets.
