Where Business Meets the Beach
Summary
Jacksonville had the meeting spaces and the sunshine—but needed to change perceptions about what a “Florida meeting city” could be. Madden partnered with Visit Jacksonville to build a meetings campaign that was as bold as the city itself. Using smart data, fresh creative, and a tone that mixed business with beach energy, we helped planners see Jax as the perfect blend of space, style, and surf.
Client
Visit Jacksonville
Scope
Meetings
Campaign Title
Meet in Jax
Results
33%
increase in meetings page sessions
16%
increase in online RFP submissions
144%
increase in LinkedIn traffic
Thinking Outside the Boardroom
Meetings marketing can get stale—but not in Jacksonville. Visit Jacksonville wanted something bold, so we pushed creative boundaries. From eye-catching backdrops and custom t-shirts to cheeky headlines like “You Better Work Jax” in LGBTQ+ media, the result is a standout campaign that’s as fun as it is effective.
Sliding Into Planners’ DMs (Professionally)
We tapped into LinkedIn’s new Conversation Ads format—and it paid off. Low-cost message opens delivered big insights into what planners actually care about. That intel is now fueling smarter decisions and sharper strategy for Visit Jacksonville’s meetings game.
Smart Moves. Right People. Right Time.
To reach the right planners, we’re combining smart ad placements with location-based tactics. Geofencing industry events keeps Jacksonville top-of-mind in real time, while buys with MPI, IGLTA, FSAE, and Black Meeting Professionals ensure visibility where it matters most.
