Madden Media is excited to share that our clients Atlanta Convention & Visitors Bureau (Atlanta CVB) and Traverse City Tourism won 2021 eTourism Summit Excellence Awards (eTSY Awards) — in recognition of their exceptional destination marketing last year.
Atlanta CVB was awarded the eTSY Award for Best Website, Large Budget, recognizing the new DiscoverAtlanta.com. Built in collaboration with Madden, the website highlights the destination’s pride in its diversity and creates a personalized experience for each website visitor. The new website features a dynamic design and natural language processing technology (NLP) to automatically recommend articles to readers based on their onsite behavior.
My Happy Place campaign
Traverse City Tourism was awarded the eTSY Award for Best Content Marketing Program, Small Budget. Developed with Madden, the My Happy Place campaign was created in response to the pandemic. COVID-19 threatened Traverse City’s peak summer tourism season, when many travelers visit the shores of Lake Michigan in the hot months. Understanding that a summer with few visitors would be detrimental to the community’s local economy, Madden and Traverse City Tourism developed the “My Happy Place” campaign.
Our top goals were to create and deliver advertisements that emphasized social distancing, small group sizes, and outdoor activities, and target consumers in key drive markets, especially people who visited Traverse City in the past or had recently purchased tickets for a cruise or international flight. The campaign. Overall, from June 2020 – September 2020, the campaign generated over 26,000 attributed room nights, $4.4M in gross hotel booking revenue, and over $1M in-destination spending — representing $11 generated for every $1 spent.
Announced during the eTourism Summit Conference, the eTSY Awards, in partnership with Expedia Group Media Solutions and Destination Marketing Podcast, celebrates the best of 2020-2021 tourism campaigns and programs