VISIT Winston – Salem
Brand Campaign
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Situation
Winston-Salem, known primarily for its historical ties to the tobacco industry, faced a significant challenge in reshaping its identity. People knew the name, but the perception didn’t quite match the rich experience. Many still thought of it as an old tobacco town, even locals. They needed some help shaking off that old image and showing the world (and themselves) that Winston-Salem had a whole lot more to offer.
Winston-Salem was ready to shake up how the world saw them, and they needed a campaign that would do just that-refresh their image and tell their story in a way that stayed with people. The challenge? Crafting a unique, creative brand narrative that captured the city’s charm and future vision, while making them stand out from the crowd. That’s where we came in, with our knack for building campaigns that blend bold storytelling and data-informed strategy to tackle challenges head on (and drive results).
Approach
The campaign wasn’t simply about a new logo or identity, it was about weaving Winston-Salem’s story into a narrative that honored its rich history while embracing the vibrant, modern energy that pulses through its streets today.
The two cities of Winston and Salem had originally come together in 1913 as equals-Winston with its commerce and Salem with its progressive, community-centered values. They decided to merge without an acquisition, taking equal stake in the new formation of Winston-Salem. This duality became a core theme in how we approached a new visual identity; it was never about choosing one or the other, but rather the harmonious blend of both, coming together to create something better than the sum of its parts.
We dove further into the idea of duality by transforming the dash (-) between Winston and Salem into a plus sign (+) to symbolize this powerful combination. The tagline, “Twice as nice,” summed that message up perfectly: Winston + Salem is a place where you get the best of both worlds.
We further focused on shifting the perception of Winston + Salem as a tobacco town and leaned into everything that makes it special today-its thriving culinary scene (four James-Beard nominated chefs!), fascinating American history, and the modern cultural energy that comes from a city reborn. Whether it’s the outdoorsy adventures, contemporary food scene, or the fact that it’s the birthplace of Krispy Kreme’s, there’s always something more to discover in Winston + Salem, and that duality became the heart of the campaign.
Madden’s creative approach also broke new ground, driving an entirely different perspective on how to communicate the destination’s multifaceted story. Our messaging wasn’t about having something for everyone; it was about celebrating the destination’s unique combination of experiences.
RESULTS
- 125% improvement in Click-Through rates
- 20% improvement in Ad Engagement rate
- 10% increase in Hotel Revenue
- Average Session Duration increased by 9 seconds
- 1,200,000 Ad impressions
What do you get when you cross historic elegance with scenic trails?
Our creative strategy revolved around celebrating the city’s unexpected facets—as well as its resilience and revival.
Twice as nice, the perfect blend of past and present
The campaign’s tagline, “Twice as Nice,” encapsulated this duality while evoking an authentic sense of welcoming—instead of simply highlighting various attractions, we told a cohesive narrative that showcased Winston + Salem as a destination full of character, variety, and warmth.
