Amy Kaczynski
Senior Media Director,
Team Yeti
i’m an outdoor enthusiast who is just as excited about planning my next trip as i am about meeting a new client!
MEDIA Buying
Transforming your Destination’s Media Strategy
We don’t just buy ads-we craft tailor-made media magic that fits your destination like a glove, and captures the hearts of travelers. We start by really getting to know the unique vibe of your destination, using data and research to zero in on the travelers who love what you have to offer.
Think of your brand as a well-planned road trip, where every media channel is a stop along the way. Our team makes sure each pit stop—whether it’s your website, social media, or good old-fashioned PR—works together like a dream, creating an unforgettable journey for your audience. We’re experts at making your brand’s voice heard loud and clear, no matter the destination. And for those channels that have been left on the back burner, like email marketing, we’re here to give them a tune-up and get them back on the road.
Channel-Selection Framework:
Picking the right channel is like packing for a trip. Every brand is different, so we customize the essentials just for you, making sure you’re perfectly equipped for the journey. Here’s how we make our choices:
- Effectiveness: we map out tactics that get you where you need to go—reaching your key audiences and driving them to take action, all while fitting seamlessly into your overall travel plan.
- Efficiency: we focus on tactics that align with your business goals and deliver results without detours.
- Cost: we make sure every dollar spent is like a well-spent travel budget, maximizing your journey’s impact.
- Flexibility: we stay flexible, adjusting our route to meet your needs and any unexpected roadblocks.
Translating KBOs into KPIs:
At Madden, we turn your Key Business Objectives (KBOs) into Key Performance Indicators (KPIs) that steer your campaigns toward real-world success. It’s like connecting the dots on a map, guiding your marketing efforts to tangible results. We identify both primary and secondary KPIs to keep your campaign on track, ensuring every creative decision, website update, and PR effort is aligned with your ultimate goals. With us, your marketing journey is always headed in the right direction.
client highlights
Traverse City Tourism
Madden delivered high ROAS by leveraging intent-based audience targeting.
Visit Tampa Bay
Madden blended unique video ads with in-market activations.
VISIT CHEYENNE
Madden combined in-market activation with digital advertising.
faqs
What types of media should we focus on for our destination marketing campaign?
Think of media like a well-balanced road trip playlist—you want a little bit of everything! Digital media (social, video, search ads, display ads) are the top hits of today, empowering you to target specific folks who are just waiting to discover your destination. Traditional media (OOH, radio, print) is more like the classic hits, perfect for reaching a wide audience. Madden is here to help craft the perfect mix for your destination-we’re at the cutting edge, leveraging the latest trends in media buying that reflect where travelers are spending the most time online.
How should DMOs allocate budget for media buying?
Setting a budget is like filling up your gas tank—media is the fuel that drives your destination marketing from point A to point B, while letting your audience see and engage with all the reasons your destination should be their next trip. It elevates the creative work already being done across your marketing ecosystem and drives strategic engagement. We make informed decisions around media and placement to get the most engagement and bookings for your destination. Your budget should cover enough media to reach your crowd and keep them coming back for more, but leave room for the fun stuff—like creative ideas and those last-minute, “We need this!” moments. Balance is key.
How do we choose the right media partners or vendors to work with?
Choosing a media partner is like finding a travel buddy—you want someone who gets your vibe, has been around the block, and knows all the best spots. Look for partners with a solid reputation, rave reviews, and who aren’t afraid to show you the map. Ready to chat? Our team of experts are here to help
What media trends should we be aware of in destination marketing?
Right now, it’s all about immersive experiences (think VR and AR), incorporating AI, partnering with influencers (your digital tour guides), and sustainability (keeping our playgrounds green and gorgeous).
How can we make our destination stand out in a crowded market?
Focus on the qualities that make your destination the star of the show, whether it’s stunning scenery, cool culture, or epic events. Tell a story that tugs at the heartstrings, and you’ll be the talk of the town—or the travel world!
OUR MEDIA LEADERS
Wes Condray
Media Director,
Team Jackalope
i love learning about a destination by eating and drinking my way through it!
Glenn Pena
Media Director,
Team Sasquatch
i’m an extreme optimist. where there’s a will, there’s a way.
Ananda Prateeka
Director of Performance Marketing,
Team Honey Badger
i love travel because it allows me to experience new things and immerse myself in the diversity of humanity.
