Madden’s approach to media is all about marketing to nurture curiosity. We cultivate relationships between brands and travelers by using key stages of the Traveler's Journey as an opportunity to open people's eyes to new locations and inspire them to try new experiences. Our media experts combine digital and traditional tourism marketing tactics to drive visitation.
Madden uses a 60/20/20 philosophy for media planning. 60% of tactics are performance-driven, meaning we invest the majority of media spend in tried and true tactics. Next, we focus 20% of our efforts on travel-endemic tactics that get in front of consumers while they are on travel specific sites and nearing booking. Finally, we use 20% of tactics on committed channels that spark imagination through tailored and strategic investments.
Madden uses all forms of media to tell personalized stories about our partner destinations. We do this by developing creative assets specific to key targets so they resonate and have a higher likelihood of compelling engagement. To help our partners remain top-of-mind, we plan out multiple touchpoints through different channels to make an impact on people and ensure our partners’ brands are remembered as people progress through the Traveler’s Journey. Finally, we help our partners keep their message fresh by maintaining variety, viewability, and frequency. This means that our messages are not falling flat or annoying our audiences by being repetitive or abrasive.
Madden will leverage our strategic partnerships with Google, Facebook, Tripadvisor, Conversant, UberMedia, Arrivalist, Sojern, and more to deliver media, drive visitations, and deliver ROI. Our relationships with vendors means we pass along exclusive benefits to our clients, ensuring their campaigns include the latest innovations.
Our media experts perform all media buys in-house, maintain certifications, and on-going education in several Demand-Side Platforms (DSPs). The tremendous value of placing all media buys in-house gives our team the ability to track performance and adjust our strategy seamlessly. This method not only saves our partners money, but maximizes the impact of our tactics.
Traverse City Tourism — Recovery Campaign
During COVID-19 recovery, travelers are dreaming of getting out and searching for positivity—enter the “My Happy Place” campaign. Ads included a Conversant pixel, allowing us to track credit card transactions and tie in-market spending to advertising efforts: 5,700 room nights, totaling $1.2M in gross revenue.
Visit Carmel — Carmel's Restaurant Improvement District
With the creation of Carmel’s Restaurant Improvement District, our team developed a cohesive, image-driven digital campaign showcasing more than 40 restaurants with dynamic Facebook and Instagram ads that give each partner maximum exposure as part of the overall campaign.
Go Lake Havasu — Influencer Video Campaign
Go Lake Havasu invites viewers to join two millennial influencers in this video as they discover why Lake Havasu is known as Arizona’s Playground. From amazing water and land activities to awesome craft beer and nightlife experiences with locals. This influencer-style video was distributed through the Matador.com Network and video distribution on Facebook and YouTube.
BNP Paribas Open — Conversion Focus Campaign
As one of the top attended tennis tournaments in the world, the stakes of taking on BNP Paribas’ ticket selling efforts were high. Our campaign was so effective that it more than quadrupled in ROI. Using a mix of conversion tactics, our experts generated more than 1,825 transactions and $624,675 in revenue for an average transaction total of over $341.
