Turning Natural Beauty Into a Shared Feeling
Summary
Door County isn’t a place you visit—it’s a feeling you carry with you. Madden helped transform that emotional truth into a full-funnel campaign that reintroduced Wisconsin’s peninsula through connection, not cliché. As agency of record, we built a brand platform anchored in storytelling, media, and design that made travelers pause, breathe, and feel something real. The “Feelings” campaign turned moments into memories and sparked a deeper sense of belonging—for visitors and locals alike.
Client
Destination Door County
Scope
Digital Media
Campaign Title
Door County “Feelings” Campaign
Results
19M+
impressions
190K+
clicks
144%
YoY increase in paid search visitors
digital media
Ad units were refreshed seasonally and focused on leisure while also segmenting to meetings and conventions and workforce recruitment. We launched a variety of digital media tactics with a targeting strategy focused on immediate drive markets.
community engagement
A major destination alignment element of our campaign was the “Art in the Door” initiative to support the local art community and ensure community voices were part of the campaign. We invited locals to submit original 2D artwork based on the selected feelings that Door County inspires.
sustainable tourism
Our team launched geofencing media to promote sustainability messages in-destination. Additionally, in order to evaluate overall growth across sustainability initiatives, our data science team developed a Sustainability Index.
