Rewriting the Rules of Amusement
Summary
Davis County, Utah needed a partner who could connect bison-studded trails, Lagoon thrill rides, new sports complexes, and mountain-view meeting spaces into one cohesive story. As Agency of Record, Madden helped evolve “Utah’s Amusement Capital” from a theme park label into a full community identity. From launching Western Sports Park to building year-round campaigns rooted in place, we showed that Davis isn’t a side trip from Salt Lake—it’s the main event.
Client
Discover Davis
Scope
Agency of Record
Campaign Title
Agency of Record
Results
$75K+
booked nights revenue from Expedia campaign
8.9M+
leisure campaign impressions
9.5K+
clicks on sports campaigns
6M+
impressions across meetings content
33%
average visitation lift from key markets
83K+
visitors to Western Sports Park in one quarter
Amusement, Redefined
Davis County has long been known for family fun—we helped them evolve that definition. “Amusement, Defined.” became more than just a campaign tagline; it gave Davis County a new way to talk about play, grounded in the experiences only found here. Yes, it’s lagoons and waterslides, but also bison crossings, local coffee-fueled shopping sprees, and conference breakouts with mountain backdrops too beautiful to believe. Every leisure audience got a version of amusement that felt personal and memorable to them.
Launching a Sports Powerhouse
With the Western Sports Park Facility still under construction, we couldn’t just sit by and wait for a ribbon cutting. Instead, we built hype through “Champions Loading…” a campaign that turned anticipation into a storyline. This gave Davis the momentum to enter new conversations with planners and own their role as a serious sports destination from day one. And better yet? It built demand, with planners lining up even before the doors officially opened.
Morning Meetings with a Side of Mountains
We crafted M&C concepts that bridged planning needs with Davis County-specific offsite amenities and perks—think Slack channels full of bison pics, and post-event surveys that say “best off-site ever.”
Paid Media: Real Data to Support Decisions
When it came to paid media, whether they were planning a family trip, a tournament weekend, or a team offsite, every audience got a tailored message. We ran hyper-focused campaigns across Meta, CTV, and Expedia, with copy and creative built around moments they’d recognize, and couldn’t wait to experience.
With the addition of Voyage Signal, Madden’s attribution tool, Davis County now sees what’s driving visits, bookings, and interest in near real-time. Our team translates that data into action—optimizing campaigns, proving ROI, and helping the client plan smarter for the next season before this one ends.
Presence and Press
Getting attention isn’t hard. Keeping it is. That’s where PR came in. We created custom press kits, supported FAM tours, and helped shape the launch narrative for the Western Sports Park in a way that stakeholders, partners, and press could rally around.
