EUREKA SPRINGS
Free to Be Campaign
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Situation
Eureka Springs isn’t just another weekend escape—it’s a mood, a mindset, a place where Victorian charm meets an anything-goes creative spirit. Tucked into the Ozarks with its winding mountain roads and unapologetically quirky vibe, it’s the kind of destination that lingers in your mind long after you’ve left.
But with neighboring hotspots vying for attention, Eureka Springs needed more than just its undeniable charm to stand out. It needed a strategy. A voice. A way to show travelers that this isn’t just a stop on their journey—it is the journey.
That’s where Madden stepped in. Acting as an extension of the Eureka Springs team, we dug in—blending media planning, creative development, digital advertising, public relations, content strategy, and website optimization to amplify its story. The result? A brand presence as bold, inviting, and unforgettable as Eureka Springs itself.
Approach
Eureka Springs attracts a unique type of traveler—one who is curious, introspective, and looking for an experience that speaks to their soul. Dubbed “The Seeker,” this audience is drawn to places rich with authenticity, meaning, and inspiration. They are travelers who embrace new perspectives, relish artistic and cultural encounters, and thrive in environments that celebrate individuality.
The Seeker isn’t interested in mainstream tourist attractions; they crave the offbeat, the unusual, and the deeply personal. For them, travel isn’t just about visiting a place—it’s about experiencing it, learning from it, and carrying a piece of it with them. Whether they are exploring the vibrant arts scene, soaking in the region’s natural beauty, or connecting with kindred spirits, Eureka Springs offers them a sense of belonging unlike any other destination.
Simply understanding who the Seeker is wasn’t enough. Recognizing their desire for freedom, self-expression, and connection, we built our messaging around what matters most to them: the ability to be unapologetically themselves. This directly shaped the campaign and brand approach, ensuring that every piece of creative, every media buy, and every piece of content reflected the town’s promise to embrace all who wander in.
Capturing the spirit of Eureka Springs in a single phrase was no small feat, but Free to Be distilled everything that makes this destination extraordinary. More than a tagline, it became a movement; one that embraced the town’s long-standing culture of inclusivity, self-expression, and unfiltered beauty. From sun-drenched hikes to vibrant nightlife scenes, from cozy historic inns to the bustling arts district, every moment told a story of self-discovery and freedom.
RESULTS
- 34M+ branded impressions across platforms, keeping Eureka Springs top of mind.
- 579,369 total clicks from engaged audiences ready to explore more.
- A massive traffic boost, with paid search delivering a 404% increase in users and a 264% rise in engaged sessions.
- SEO on fire, racking up 4.9M search impressions and 166K clicks.
- $1.4M in earned media value, thanks to strategic PR that landed in top-tier publications.
- 644K+ engaged users from influencer collaborations, proving the power of authentic content.
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).
