DESTINATION Door County

Situation

When the idea of collaborating with a national brand was put on the table, Destination Door County wanted to make sure they were working with a brand that would already be on the radar of the their target audience. Being known as a family-friendly destination for outdoor enthusiast, the clothing brand, Lands’ End, was an ideal partnership for the DMO.

Approach

With a list of brand ambassadors already vetted by Lands’ End, we got to work planning an immersion trip that would unite the two brands and create opportunities to further tell the story of what travelers could experience in Door County. As the DMO’s marketing partner, all outreach and communication was done by Madden team members on behalf of Destination Door County and once everyone signed on the dotted line, our team handled the logistics of getting the ambassadors to the destination.

As the trip approached, DMO staff planned the itinerary, Lands’ End outfitted their ambassadors in the newest gear they had to offer, and we handled the details, like thumbing through Lands’ End catalogues to find the perfect merchandise to gift the influencers in a swag bag (branded with the Door County logo and colors, of course!).

When the time arrived to kick off the immersion, we were prepared to welcome 13 ambassadors to Door County, along with three photographers to capture the picture perfect moments throughout the entire itinerary.

The trip resulted in multiple shots and b-roll that could be used by both the DMO and Lands’ End, and a lot of social media engagement as the ambassadors went above and beyond their contract obligations and delivered in-feed posts and stories across their Instagram accounts.

Results