Twice as Nice, One Enduring Brand
Summary
Winston and Salem—two names, one city that’s twice as nice. Visit Winston-Salem wanted a brand that reflected this dual spirit: rooted in history yet alive with creativity. Madden built a campaign that paired bold design with a narrative true to both sides of the city—heritage and innovation, tradition and momentum. The result was a refreshed brand identity that celebrated what makes Winston-Salem distinctive and invited travelers to experience both stories at once.
Client
Visit Winston Salem
Scope
Brand Identity
Campaign Title
Brand Identity & Campaign Development
Results
125%
increase in click-through-rates
20%
increase in ad engagement
10%
increase in hotel revenue
1.2M+
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.
