Visit Jacksonville
Meetings
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Situation
At Madden, we’re all about creating impactful campaigns that deliver real results. So, when Visit Jacksonville came to us to boost their meetings and conferences business, we were ready to roll up our sleeves and get creative.
Approach
Visit Jacksonville ditched the predictable and embraced bold, playful meetings marketing. From cheeky ad headlines to smart LinkedIn Conversation Ads and geofenced targeting, the campaign reached planners where it mattered. Backed by Jacksonville’s growing reputation in healthcare and tech, this strategy attracted high-value meetings—not just any meetings.
RESULTS
Our partnership with Visit Jacksonville has yielded some impressive results:
- Online RFP submissions increased by nearly 16% in Q1 YoY
- We achieved message open rates for LinkedIn Conversation Ads at a cost of only $0.22 per open
- Engagement rate from LinkedIn traffic increased by 144% in GA4
- Key meetings pages saw an average increase in sessions of over 33%
- Engagement rate on key meetings pages increased by an average of 32%
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.
