Redefining the Midwest Meetings Experience
Summary
Milwaukee doesn’t need to pretend to be somewhere else to stand out—and that’s exactly what made this meetings campaign work. Madden teamed up with Visit Milwaukee to show planners the real deal: a city that’s equal parts creativity, culture, and good beer. We built strategy with heart and a wink, blending data, storytelling, and media that made people think, “Wait… this is Milwaukee?” The result? More meetings booked—and a few minds changed along the way.
Client
Visit Milwaukee
Scope
Meetings
Campaign Title
Meetings Campaign
Results
36%
YoY increase in meeting RFP submissions
150+
newsletter sign ups
65%
engagement rate on meetings landing page
Clicks, Scrolls, and Convention Goals
To expand reach, Madden launched a sharp paid media strategy featuring SEM to top search results, social ads on LinkedIn and Facebook to engage decision-makers, and geofenced display ads targeting planners at competitor events—putting Milwaukee front and center, every time.
Making Connections That Stick
Madden went beyond ads, securing sponsored content in key trade pubs, hosting a three-day FAM tour for 15 planners, and building long-term partnerships with top industry organizations—all designed to boost credibility, drive visibility, and give planners a real taste of Milwaukee’s meeting-ready appeal.
Where Milwaukee Showed Up and Showed Off
Madden activated Milwaukee’s presence at key industry events across sports, education, DEI, and faith-based sectors. Highlights included a custom selfie wall at IMEX, hosted breakfasts at Connect events, and prime stage time with digital signage—ensuring Milwaukee stood out and stayed top-of-mind with planners.
Booths? Please. We Built Experiences.
Madden reimagined conference booths into full-on Milwaukee moments. Think lounge-style spaces for real conversation, local swag that traveled home with attendees, and live experiences like brewery tastings and ticket giveaways. Every touchpoint brought Milwaukee’s warmth, fun, and personality to life—leaving planners with more than a pitch, but a lasting impression.
A Drone’s-Eye View Worth Booking
To spotlight the new Baird Center, Madden produced a first-of-its-kind drone video—offering planners a stunning aerial tour of the evolving space. Shared across digital channels and presentations, the video became a powerful tool to position Milwaukee as a bold, next-gen meetings hub.
