visit milwaukee
Meetings and Conventions Marketing
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Situation
In 2021, Visit Milwaukee partnered with Madden to boost the city’s appeal as a premier meetings and conventions hub. With a $456 million expansion of the Baird Center on the horizon, the goal was clear: strengthen and grow Milwaukee’s meetings market before and after its 2024 debut. By early 2022, a bold, multi-channel campaign was underway—driving awareness, engaging planners, and boosting Visit Milwaukee’s presence at high-impact industry events.
Approach
Madden deployed a multi-pronged campaign featuring strategic sponsorships, targeted digital media, immersive activations, and direct industry engagement. From a high-impact drone video and FAM tours to custom lounge booths and geo-targeted ads, every tactic spotlighted Milwaukee’s personality, hospitality, and readiness to host—with planners walking away curious, connected, and convinced.
Results
Planners weren’t just paying attention—they were acting.
- 36% year-over-year increase in RFP submissions: That’s not a bump—it’s a surge. The buzz around Milwaukee turned into real, tangible demand.
- Over 150 new sign-ups to the Meetings & Conventions newsletter: That’s 178 fresh eyes eager to hear more, plan more, and book more.
- 65% engagement rate on the Meetings landing page. More curious planners. More clicks. More chances to win the business.
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.
