Traverse city tourism
Agency of Record
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Situation
Picture this: Traverse City, the Midwest’s crown jewel, famed for its sparkling freshwater shores, thrilling outdoor escapades, and let’s not forget, those irresistible cherries. When the pandemic impacted global travel, many hit the brakes. But not Traverse City. Oh no, they floored the gas pedal, investing even more to stay top-of-mind for future travelers. As soon as the world reopened, travelers flocked in droves. Now, with things settling back to the pre-pandemic travel volume, Traverse City is fine-tuning its strategy to keep the momentum going, ensuring every dollar spent brings maximum joy (and visitors) to their vibrant community.
Approach
Madden has been supporting Traverse City as the digital agency of record for over five years, managing a robust multi-channel strategy focused on regional drive markets (Michigan, Chicago, Columbus, and beyond), direct-flight markets (Dallas, Houston, Denver, and more), and the broader Northern Michigan region. Here’s how we keep Traverse City top-of-mind year-round:
Leisure Marketing: We zeroed in on regional drive markets, think Michigan locals, Chicagoans, and folks from Columbus, Ohio, while also engaging newcomers from farther afield; focusing heavily on tried-and-true Michigan audiences while expanding reach into outlier cities. We strategically pivoted to emphasize shoulder seasons, ensuring a well-balanced approach that drives steady visitation throughout the year while making the most of peak season opportunities.
Cherry Capital Co-Op: Partnering with Traverse City’s airport (the third largest in Michigan), we drove traffic from key direct-flight markets like Dallas, Houston, and Philadelphia, timing campaigns to peak season demand.
Discover Northern Michigan Co-Op: In partnership with Gaylord, Charlevoix, and Mackinac Island, we broadcasted the allure of freshwater fun and outdoor thrills to top East Coast markets—D.C., Boston, you name it—showcasing the magic of a trip starting in Traverse City and exploring the wonders beyond.
Content & Creative: From crafting seasonal visitor guides (with nifty flip covers for winter and summer seasons) to launching homegrown campaigns like “This is TC” and bringing to life local initiatives like “C’mon Up,” we spun tales that captivated and converted.Paid Media: We took the digital reins, orchestrating a powerhouse paid media strategy spanning Google Display, YouTube, TripAdvisor, and Expedia.
Results
- $6.1M in visitor spend driven by the General Leisure campaign in Q4 alone
- $2.7M in visitor spend generated via Cherry Capital Co-Op
- $915K in visitor spend fueled by Discover Northern Michigan Co-Op
- Engagement metrics soaring: Session duration up 10%, engagement rate up 19%, key event conversions up 55%
- Target market wins: Chicago traffic surged 39% year-over-year, Detroit skyrocketed 94%, and Atlanta boomed by 145%—proving we’re hitting the right audience in the right places
Campaigns built for Seasonal Storytelling
We developed the “This is TC” campaign, leveraging Traverse City’s initials to craft messaging that was bold, flexible, and engaging. Each season brought a fresh narrative, visually stunning creative, and a strategically layered media plan that spoke directly to potential travelers.
C’mon Up: A Warm Welcome to Traverse City’s Charm
The “C’mon Up” campaign we developed for Traverse City embraces an inviting, warm, and conversational tone, reflecting the destination’s approachable and welcoming spirit. The ad creative captures a key brand experience — leisurely moments with friends in a picturesque setting, reinforcing the region’s appeal as a scenic and relaxing getaway. The handwritten-style typography adds a personal touch, making the invitation feel genuine and friendly, while the crisp, modern logo keeps the branding polished and professional.
Full-Funnel Engagement
Our paid media mix covers everything from early inspiration to final booking nudges, using platforms like Google Responsive Display, YouTube, Connected TV, Mobilefuse, and Amazon.
Leading the Way: How Traverse City Stays a Step Ahead
Traverse City isn’t about following the crowd; it’s about setting the pace. By investing wisely and weaving compelling stories through strategy, we’ve built on recent momentum to create sustainable, long-term growth. Traverse City is firmly on the map for travelers, whether they’re cruising in from nearby Michigan towns or jet-setting from Texas.
Cherry Capital Co-Op: Connecting Travelers from Key Flight Markets
Partnering with Traverse City’s airport (the third largest in Michigan), we drove traffic from key direct-flight markets like Dallas, Houston, and Philadelphia, timing campaigns to peak season demand.
Discover Northern Michigan Co-Op: Showcasing the Best of Freshwater Fun
In partnership with Gaylord, Charlevoix, and Mackinac Island, we broadcasted the allure of freshwater fun and outdoor thrills to top East Coast markets—D.C., Boston, you name it—showcasing the magic of a trip starting in Traverse City and exploring the wonders beyond.
