Reenergizing a Beloved Arkansas Gem
Summary
Eureka Springs has always been a little unexpected—and that’s the magic. As agency of record, Madden leaned into the city’s offbeat charm to reimagine its brand and messaging from the ground up. From paid media to creative storytelling, every campaign celebrated the town’s quirks, romance, and rule-breaking spirit—proving you don’t have to fit the mold to make a mark.
Client
Eureka Springs
Scope
Agency of Record
Campaign Title
Free To Be
Results
34M+
impressions
580K
clicks
404%
increase in new web visitors
$1.4M+
in earned media value
4.9M
organic impressions on Google
Free to Be
This overarching theme permeates all marketing efforts, including print, digital, and video content, showcasing Eureka Springs as a place where everyone is welcome to be themselves, whether it’s an outdoor adventurer finding solace in the Ozark wilderness, an artist seeking inspiration, or a couple looking for a romantic getaway, this town offers a place where every visitor can feel at home, and more importantly feel free.
Turning Data into Wanderlust: A Smarter Way to Inspire Travel
Reaching the right audience at the right time required a strategic, data-driven approach to paid media. By leveraging Google SEM, Google Display, social media advertising, and geofencing, we ensured that our messaging resonated with potential travelers exactly when they were most inspired to book their next trip. The results speak for themselves: Google SEM campaigns saw a 404% increase in users year-over-year, with engaged sessions rising 264%—evidence that paid search efforts effectively converted interest into action.
Bringing Eureka to Life Through Storytelling
Digital ads got people’s attention, but storytelling sealed the deal. To showcase Eureka Springs as a must-visit destination, we didn’t just describe the magic—we captured it. Through photo and video shoots, we brought the town’s personality to life, from its vibrant fall foliage to its buzzing nightlife. Think sunrise hikes through jaw-dropping landscapes, followed by evenings filled with live music, craft cocktails, and that unmistakable Eureka charm. Every shot, every frame, every moment? Designed to make travelers feel like they were already there—and ready to book their trip.
Making Every Click Count: A Seamless Digital Experience
A great trip starts with a smooth planning experience, so we gave the Eureka Springs website the upgrades it deserved. From performance improvements, to intuitive navigation, every tweak was designed to make exploring, planning, and booking effortless. We also created landing pages tailored to niche traveler interests—because whether visitors were chasing outdoor adventures, artsy hideaways, or the perfect weekend escape, they’d find exactly what they needed with just a few clicks.
Seeing Eureka Springs Through a New Lens: Influencer-Driven Storytelling
We didn’t just tell people about Eureka Springs—we let them experience it through the eyes of creators they trust. By partnering with social media influencers, we brought the town’s charm to life in real, unfiltered ways. Their authentic adventures—winding through hidden trails, uncovering local gems, and soaking in the town’s electric energy—put Eureka Springs on the radar of over 600K users. The result? Engaging, relatable content that inspired travelers to see the magic for themselves.
Making Headlines: How PR Put Eureka Springs in the Spotlight
Press coverage plays a major role in expanding reach, with features in high-profile outlets like Southern Living, Forbes, and Lonely Planet The impact speaks for itself. In 2024, we secured 28 placements, capturing 178M impressions, and $1.6M in Advertising Value Equivalency (AVE).
