Browser Privacy and Ad-Tech

As we look at the most recent changes to privacy settings and responsible marketing, we continue to see the ability for clients to succeed. While some third-party ad tech platforms are going to struggle, we see changes in privacy settings as a good thing for consumers. At Madden, we view this as a continued evolution of technology and marketing capabilities available for clients. Our experience shows that people prefer ads that are personalized to their needs and interests.

So what is the big news?

Google announced that effective May 14th, they will be joining Apple’s Safari and Mozilla’s Firefox in helping consumers protect their privacy and avoid tracking. With Chrome comprising 63% market share and Safari and Firefox combining for an addition 20%, this adds up to now more than 80% of browsers that will actively inhibit the ability of cookie tracking.

Technology and regulations are going to continue to focus on user privacy and will continue to build from GDPR and beyond. Cookie-based advertising from third-party platforms has continued to be less effective for several years, and the performance generally is less effective than when operating on first-party advertising platforms like Google and Facebook.

Google’s latest Chrome changes may sound abstract to those of us who are on the ground doing digital ad work, but they will soon come to dominate our industry. If you work in display advertising at a brand and read the announcement, I’m sure you know at some point the dynamics of the ecosystem will change.

What does this mean for DMOs?

Working with first-party platforms will continue to offer the best ability to manage audiences, affinities, and capture consumers when they have an intent to travel. Our team will continue to work to ensure you have the highest quality audiences and get access to the latest tools. Some of this will be ensuring we have the basics, Analytics tied to your Ads accounts, tagging your accounts, and building custom audiences based on user behavior and intent. All of these digital tactics come with building optimization, performance, and conversion goals.

We are long past the time when we focused on maximizing reach; we know that providing effective messaging at a consumer’s point of curiosity and intent can influence their decisions. While the ad tech platforms continue to evolve, providing your future visitors with effective messaging will always trump the technology.

New Google Products Set to Improve Destination Marketing

Ever consistent, Google once again brought the heat with the highly anticipated Ads Innovation keynote at Google Marketing Live. Google uses the annual event to let business owners and marketers know what features and products they can expect to roll out in the near future. Among the most exciting announcements last year were YouTube lead ads, enormous responsive search ads, and smart campaigns which have performed incredibly well for our clients who have activated these.

As Google Premier Partners, we received the invite to attend this year and had access to their great product management teams. We are excited that now we get to share our learnings.

For the travel industry, easily the biggest announcement from Google Marketing Live has nothing to do with the 10+ products launched – it is Google Travel live on desktop. For most of us in the travel industry, we have started to see this capability evolve from the ability to search for flights to booking hotels and even Google Hotel Ads.

Google continues to launch travel-focused tools on smartphones and now their new travel portal on desktop helps the traveler sustain their trip planning between devices. Consumers continue to take a non-linear path to book a trip, even changing their goal destination in the process, sometimes changing both destinations and hotels. With consumers taking months to book a trip, Google brings a helpful and trusted platform to help that consumer become a traveler – allowing them to continue along their journey without having to restart each time they become inspired to travel.

Google Travel and Trips preview released at Google Marketing Live

The travel planning portal is now live and includes flights, hotels, sights, and even trip packages. In talking with the product team, your DMO pages and imagery will populate many of these destination pages with new features and posting capabilities continuing to be developed.

What does this mean for search ads? They created a fast lane for hotels with the Google Hotel Ads product that debuted last year. This product helps to identify those in market for travel, and we expect to see hotels increase spend on the Hotel Ads product and likely reducing the search demand (and thus CPA) for more traditional travel-related search engine marketing.

Smarter Creative and Improved Ad Formats

The time of keyword search has long passed in creating effective search engine marketing strategies. DMOs must continue to anticipate user needs and provide information that shows them as a trusted adviser, provide rich answers seamlessly, and give users the option to move quickly or slowly along their travel journey.

With the growth of video, image, voice, and new ad formats for search, Google unveiled six new ad formats all focused on interactive and visual content. These new ads are highly engaging with visual elements that can drive inspiration. We think DMOs should pay particular attention to the following:

SEM Gallery Ads

It is no secret that search performs well and meets the consumer at their point of curiosity, yet text is not always as inspirational as images. For DMOs, images do a much better job of selling their destinations than words. This is why we are very excited about Gallery Ads. Gallery Ads are the first Google Search Ad type that includes a visual element. This ad unit had great success as a Google Auto ad unit and is now being made available across all industries.

If you thought it could not get any better than that, the ad format will not just include a gallery of photos, but it also expands into its own full-page experience (very similar to Facebook & Instagram Instant Experiences). Since the gallery expands, you need to include descriptions for each image giving DMOs the opportunity to tell creative stories that inspire curiosity.


Image Source

With Gallery ads we wanted to combine the intent of search with a more visual and interactive ad format. With Gallery ads people can swipe through a visual ad that sits at the top of the search result page. When they tap on the ad a scrollable image gallery will open featuring a text headline at the top and taglines beneath each image. As people browse the image gallery the headline will remain visible at the top, and any  further click will take people to your site. This makes easier for you to show more content and connect with people that are still researching for your brand providing them all the information they need with fewer taps.”

Sissie Hsiao VP, Mobile Apps Google

Discovery Ads

The Google Discover feed reaches 800 million people, and it is not even Google’s biggest property. To help marketers and business owners to maximize this reach, Google announced Discovery Ads.

Launching later this year, Discovery Ads run in the Google Discover feed, YouTube home feed and Gmail social and promotions tabs. Powered by Google’s growing machine learning capabilities, these ads will not be powered by keyword-driven campaigns. Instead, they will run in a new Discovery campaign type driven by targeted audiences.

Like other dynamic ad formats, machine learning will mix and match creative, headlines, and descriptions to best appeal to the individual. The new ad format is expected to perform more similarly to social ads than anything Google has previously released with early customers seeing conversions 25% lower than either search or social ads.


Image Source

Local Campaigns

Local campaigns are going to be great for your local partners. These are semi-automated campaign types that promote your in-destination partners across Search, Display, Maps, and YouTube. These will be similar to responsive ads and will display in elements from promoted pins to more traditional looking display ads. We are looking forward to testing the limits of this capability for consumers in-destination and as part of their booking experience.

Do keep in mind, the local campaigns require your partners to have an updated Google My Business profile. If you have not talked to our team about OnLocation, you should connect with our team to see the wayfinding health of your most visited businesses.

Expanded Opportunities in Video

The growth in YouTube as the second most-used search engine in the world continues to drive great results for the travel-industry. Much like the early days of search engine marketing, we are seeing lots of white space for both innovation and great return on ad spend with effective video marketing with sequenced six-second videos outpacing longer videos in overall engagement and action.

We highly encourage you to consider adding YouTube to your media spend. With good performance coming from even the simplest flat-color and text videos inspiring curiosity and consumer engagement, building a creative plan as part of a sequenced six-second storyboard can truly help drive new inspiration and awareness of your destination. The YouTube team revealed running 3-6 second bumper ads had 107% higher ad recall and 134% higher purchase intent than the longer, 30-second video ads.

Worried about high production costs? Wait for “bumper machine” coming later this year that will use machine learning to shorten your videos auto-magically while retaining lightweight video editing features so you can retain creative control.

What Google has done for digital advertising, we expect them to continue to do with traditional media. Launching this fall, there will be increased opportunity for video to be deployed and measured across YouTube, Connected TV, National Channels and Audio formats. Right now, a few channels are in beta-testing, but we expect this program to expand with increased access in the coming months.

Optimize

If you ever want to make sure you are throwing your digital marketing budget away, keep not paying attention to page speed. This is the single biggest contributor to bounce rate with 40% of mobile consumers leaving if the page does not load within four seconds. What does this mean in real terms? Your true CPC is actually 67% higher because those other clicks never made it to the content on your site.

You can use optimize to test performance enhancements, but you can now connect it to your Google Ads account and develop personalized landing pages for targeted visitors. This allows you to create unique experiences across your personas like family, girlfriend getaways, seniors, LGBTQ, and others. While not as robust as something like Persosa or GetSmartContent (now Bound 360), the Personalization beta page gives you tremendous capability.

Image Source

Looking Into the Future

Our team is super excited about changes to some platform capabilities – changes to Google Ads Audiences like merging affinity and intent audiences, AI-powered audience expansion, continued improvements where smart-bidding and conversion-based goals will improve outcomes and overall budget performance, campaign-level conversions, seasonality adjustments, audience expansion tool (similar to Facebook lookalike audiences) and the list goes on. While most of these help us merge the art and science of what we do each day, there are some elements released for other industries that give us hope for new capabilities.

There is a new capability being built for brand partners for retail where major brands can share budgets and support local campaigns without having to advertise globally to “create interest”. This functionality allows a much closer partnership in digital advertising without the complex planning that often comes in these relationships. We are watching this capability to see how it could improve cooperative marketing relationships, especially with national brands.

We think the gap between the Google Marketing Platform and attribution is quickly coming to a close. After speaking with members of the product teams in the “sandbox”, we believe we will be able to map engagement with ad units across Google’s products to offline conversions in your destination. We are excited to help engage in this pilot and provide feedback to the product team and improve overall attribution. This has been available through some DSP providers and new research capabilities, but never through the Google platform. Stay tuned!

If you are interested in being part of any of these programs, please reach out to our team either through our account team or below. We will request to have you added to the beta programs, or bring you into them when they open up for full release.

#TravelMatters

Madden is on a mission to encourage people to discover new locations and experiences. We believe getting people out of their homes and into new places makes for stronger individuals, communities, and economies. As a nationally recognized leader in marketing, we work across the travel and tourism industry to help our clients showcase why others should discover the unique reasons they call it home.

Our partners range from destination marketing organizations in small communities to some of the most traveled destinations and attractions in the world. For 35+ years, the team at Madden has worked with our clients to stay informed of the latest research, marketing techniques, and technology solutions that can improve how they showcase their community. At Madden, we Connect People to Places because #TravelMatters!

Travel Matters for People

America is the most under-vacationed advanced economy in the world. We know from research conducted by U.S. Travel, vacation is essential for strong bonds, a productive workforce, and a fulfilled life. But each year, more than half of Americans leave vacation time on the table, accumulating to 705 million days in 2017.

There are countless reasons to travel, but the top of the list is telling about what matters. A decisive 85 percent of Americans report that seeing their child excited about an experience is reason enough to get away. Nearly all Americans say they want the opportunity to relax and reduce stress (82%) and the chance to make memories (81%).

Travel Matters for Business

“Freed from the daily stresses of my working life, I find that I am more likely to have new insights into old problems and other flashes of inspiration.”

Virgin Group founder Richard Branson wrote in an op-ed on taking
an inspiration vacation.

Time off has been behind many of America’s most admired companies. The filters that made Instagram so successful were inspired during a walk on the beach that founder Kevin Systrom took with his fiancé while on vacation in Mexico. Dropbox started as a simple idea that founder Drew Houston had while traveling. Lin Manuel Miranda, creator of Hamilton, came up with the idea for the musical on vacation. He told Arianna Huffington it was “no accident that the best idea I’ve ever had in my life—perhaps the best one I’ll ever have in my life—came to me on vacation.”

“Vacation is one of the few times, especially if someone has a full-time job, to be able to think deeply about a subject and create something new, because many things are new on a vacation, it naturally encourages
people to transcend their perceptual thinking ruts…which can be great fodder for new ideas.”

Bryan Mattimore, author of Idea Stormers: How to Lead and Inspire
Creative Breakthroughs, told Forbes.

Travel Matters for Communities

According to U.S. Travel, In 2018, domestic and international travelers spent nearly $1.1 trillion ($1,089 billion) in the U.S. This spending directly supported 8.9 million jobs and generated $268 billion in payroll income and $171 billion in tax revenues for federal, state, and local governments.

In 2018, travel generated $2.5 trillion for the U.S. economy, supporting 15.7 million American jobs.

U.S. Travel Association

Accounting for 7.1 percent of total private industry employment in the U.S., travel directly supported 8.9 million U.S. jobs in 2018, an increase of 1.3 percent from 2017. Characterized as a labor-intensive industry, the power of travel to create jobs is much greater than in other industries. On average, every $1 million in sales of travel goods and services directly generates eight jobs for the industry. In contrast, every $1 million in total non-farm industry sales creates five jobs on average.

Who is Madden?

Madden is on a mission to encourage people to discover new locations and experiences. We believe getting people out of their homes and into new places makes for stronger individuals, communities, and economies. As a nationally recognized leader in marketing, we work across the travel and tourism industry to help our clients showcase why others should discover the unique reasons they call it home.

Our partners range from destination marketing organizations in small communities to some of the most traveled destinations and attractions in the world. For 35+ years, the team at Madden has worked with our clients to stay informed of the latest research, marketing techniques, and technology solutions that can improve how they showcase their community. At Madden, we Connect People to Places because #TravelMatters!

Travel Matters for People

America is the most under-vacationed advanced economy in the world. We know from research conducted by U.S. Travel, vacation is essential for strong bonds, a productive workforce, and a fulfilled life. But each year, more than half of Americans leave vacation time on the table, accumulating to 705 million days in 2017.

There are countless reasons to travel, but the top of the list is telling about what matters. A decisive 85 percent of Americans report that seeing their child excited about an experience is reason enough to get away. Nearly all Americans say they want the opportunity to relax and reduce stress (82%) and the chance to make memories (81%).

Travel Matters for Business

“Freed from the daily stresses of my working life, I find that I am more likely to have new insights into old problems and other flashes of inspiration.”

Virgin Group founder Richard Branson wrote in an op-ed on taking
an inspiration vacation.

Time off has been behind many of America’s most admired companies. The filters that made Instagram so successful were inspired during a walk on the beach that founder Kevin Systrom took with his fiancé while on vacation in Mexico. Dropbox started as a simple idea that founder Drew Houston had while traveling. Lin Manuel Miranda, creator of Hamilton, came up with the idea for the musical on vacation. He told Arianna Huffington it was “no accident that the best idea I’ve ever had in my life—perhaps the best one I’ll ever have in my life—came to me on vacation.”

“Vacation is one of the few times, especially if someone has a full-time job, to be able to think deeply about a subject and create something new, because many things are new on a vacation, it naturally encourages
people to transcend their perceptual thinking ruts…which can be great fodder for new ideas.”

Bryan Mattimore, author of Idea Stormers: How to Lead and Inspire
Creative Breakthroughs, told Forbes.

Travel Matters for Communities

According to U.S. Travel, In 2018, domestic and international travelers spent nearly $1.1 trillion ($1,089 billion) in the U.S. This spending directly supported 8.9 million jobs and generated $268 billion in payroll income and $171 billion in tax revenues for federal, state, and local governments.

In 2018, travel generated $2.5 trillion for the U.S. economy, supporting 15.7 million American jobs.

U.S. Travel Association

Accounting for 7.1 percent of total private industry employment in the U.S., travel directly supported 8.9 million U.S. jobs in 2018, an increase of 1.3 percent from 2017. Characterized as a labor-intensive industry, the power of travel to create jobs is much greater than in other industries. On average, every $1 million in sales of travel goods and services directly generates eight jobs for the industry. In contrast, every $1 million in total non-farm industry sales creates five jobs on average.

Modernize Your Research Strategy

Research is Essential

In today’s mobile age, market research has evolved from visitor intercept studies that only capture a small pool of consumers to GPS-based studies. This shift allows Destination Marketing Organizations to see actual travel patterns of consumers known to originate from outside your market. The research is less time- and resource-intensive and more nimble—we can slice and dice data to answer your burning questions effectively.

Understanding who your visitors are guides your marketing decisions—it’s crucial for DMOs to build campaigns based upon trusted data. Madden’s experience with providing reliable insights and information is extensive. Our team develops visitor profiles in partnership with UberMedia, a mobile location data aggregator, giving much deeper insights than can be achieved through standard intercept studies.

Our Approach

While there are many vendors in this market, we have found the data from UberMedia, when paired with our visualization and research tools, to be among the best value (one-third the cost of some other vendors). UberMedia is a mobile data analytics company providing location-based behavioral information and analytical insights. The company collects, prepares, and disseminates mobile consumer data focused on location and behavioral information.

Combining UberMedia’s research with Madden’s 35+ years of tourism industry experience helps you understand the source markets of people visiting your destination. This occurs by discovering visitors’ mobile device IDs—their cell phones—within a geofence of your destination. The created polygon is double-verified and is created based on visitors who are at least 50 miles away from your destination. Taking this strategy one step further, we compare those IDs to where the device regularly resides during their overnight hours to establish a Common Evening Location (CEL). From there, the zip codes attached to visitors’ mobile devices are analyzed to help us understand your source markets.

Some examples of reports that our team can provide to you with this data include:

Source Market Report:

Provides the Top Source Markets by Destination Marketing Area (DMA) as well as a heat map and spreadsheet of the compiled data.

Demographic Report:

Includes average age, ethnicity, income distribution, and education level. Graphs and spreadsheets for the time period are provided. If research continues, these deliverables can be compared by season or year-over-year.

Audience Affinity Report:

An analysis of your visitors’ interests and places them into audience categories based on retail location visits, app usage, interest indicators, and more. DMOs will receive a report that shows the count and percentage of visitors that fall into each of the 25 audience categories, as well as detailed explanations of each audience type.

Conference Center/Event Visitation Report:

Are your conference or major event attendees just going between the hotel and the location of your conference center or event? We provide research and analysis that show the paths your attendees travel. This data can be analyzed by conference, conference type, or overall convention center or event.

View Your Market Research Alongside Your Marketing Performance

Using Madden Voyage, our team can bring in the data from both your research and your marketing performance metrics. We can work to further integrate Google Analytics and marketing attribution tools to determine the impact of your marketing spend.

Creative Ad Agency Burghardt+Doré joins the Madden Media team!

Tucson April 22, 2019Madden Media, a leader in destination marketing services, announced that it has reached an agreement with Burghardt+Doré to join the Madden team. Burghardt+Doré is a full-service creative agency that focuses exclusively within the travel and tourism industry. This partnership started over six years ago when Madden Media, a Google Premier Partner, began providing digital marketing services to the Burghardt-Doré team and their amazing clients.

With the increasing need to couple great creative with data-driven performance on marketing campaigns, the combination of these companies promises to improve marketing outcomes for clients. Their experience will add to the already robust marketing and media buying capabilities of Madden. Their commercial video experience and the growing need for high-quality video on digital channels such as YouTube and Connected TV, Madden expects to help their clients grow throughout the changing media landscape.

“We are excited for Jeff Burghardt and his team to join the Madden team. The addition of Burghardt+Doré, who are known for great creative solutions and agency services, gives a new dimension to conversations with our clients,” said Dan Janes, CEO of Madden Media. “Their experience working as a full-service agency with destination marketing organizations, destination events, independent hotels, and resorts will deepen our experience as a company while remaining focused on our core philosophy of connecting people to places.”

Burghardt will become the Vice President, Destination Marketing Strategy, responsible for being a strategic leader for the overall company and driving creative, integrated campaigns for current and prospective clients. In addition, Nicole Doré will complement Burghardt’s big-idea thinking as Creative Strategist at Madden, bringing her creative and stylish approach to branding and design.

“We are excited to combine our full-service destination marketing expertise with the new technology, research, and digital-media platforms currently being implemented by Madden,” said Jeff Burghardt, President of Burghardt+Doré. “Together, we will offer existing and prospective clients expanded ideas, digital expertise, and data-driven solutions to maximize marketing investments.”

Established in 1982, Madden Media has a long history within the travel and tourism marketing industry. With the addition of the Burghardt+Doré team, Madden will have nearly 100 full-time employees to support clients across the country. Madden has worked nationwide to deliver industry-leading marketing solutions in an ever-changing environment. Madden works with clients to develop campaign strategy and vision, then manages all stages of production.

Burghardt+Doré crafts digital-first, fully integrated marketing campaigns that connect with people at the right place at the right time. They are an award-winning team who offers big-agency firepower with personalized service to build long-term client relationships and deliver results year over year.

Media Contact: Bailey Madden, bmadden@maddenmedia.com

How Can Search Inspire Travel?

Find out how search can inspire travel with Madden.

There are 40k searches done each second, 145 million each hour, and 3.5 billion searches each day. Consumers live their digital lives centered around discovering answers to their curiosity.

As destinations look to be discovered, consumers are looking for content across multiple channels and platforms. Being discovered through search is much more complicated than simple keyword stuffing. Search engine optimization must take into account user experience, mobile responsiveness, page speed, metadata, backlinks, domain authority, and so much more.

At Madden, we have deep experience with search from search engine marketing (SEM) to search engine optimization (SEO). Our team uses this foundational understanding of the consumer experience to build effective websites through Growth-Driven Design and immersive storytelling that provides a great user experience.

Whether your future consumer is dreaming, planning, booking, or experiencing your destination. Madden can make sure you are there to make their visit to your destination that much more meaningful.

Let Us Help Showcase Your Social Media Content!

As social media marketers ourselves, we know how important it is to keep your message in front of multiple audiences. We know our advertisers, writers, and social media influencers are part of what brings our readers back to our publications.

We want to showcase you more on our own social and digital channels. There is a simple (and quick!) way for you to share the content you and your community are creating with us, so we can easily discover it.


All you will need to do is connect your Instagram Business Account with us through CrowdRiff. CrowdRiff is a visual marketing platform we use to find visuals to use in marketing, website, and of course sharing on our social channels!

What does connecting your account mean?

Connecting your account effectively gives us a shortcut to discover your content. It will come directly to us, rather than depending on the Instagram algorithm to discover it.

Once we are connected, it will not involve any work on your part. It simply allows us to view the Instagram content posted by or about you as we are gathering visuals to showcase our partners.

When you connect, we will see:

  • Your Instagram posts
  • Your Instagram stories
  • Any posts you are tagged or @mentioned in

When you connect, we will NOT get:

  • Your personal information
  • Your Instagram or Facebook insights or data
  • The ability to post on your behalf

What is in it for you?

  • We can better promote and showcase you on our own channels!
  • Amplify your reach when your story is told to a wider audience
  • Reach a new audience (ours!)

Connect here!

Would you like more on what does “Connect your Instagram Business Account Mean? Find out here.

Southern Arizona Teacher Travel Storytelling Project

Madden Media is excited to create a new program dedicated to Southern Arizona teachers. Through our many publications and support to clients, we work with travel writers from across the country. These voices are incredibly important to travelers to inspire them to visit new destinations and understand what traveling to those destinations is really like.

Why teachers? Well, we know teachers are great communicators and have skills that enable them to connect with students and adults alike. We also know how important travel is to education, discovery, and breaking down biases and stereotypes. Our belief is with your unique skills in communicating and introducing new ideas, you will be able to help our readers gather a new perspective of locations around the country. Beyond that, we love supporting the work that you do, and it’s our way of saying “thank you” for your amazing efforts.

Authentic Storytelling

In our experience, readers crave authenticity. They want to feel like they are not being sold, but are instead seeing the world through someone else’s eyes. One of the ways we do that is through authentic, inspirational travel-based storytelling. Research has proven that when people read first-person stories about travel, they’re inspired and more likely to plan vacations of their own. With the summer and its travel possibilities nearly upon us, we would love to hear about your own travel adventures (and we can offer you $250 per accepted article).

Don’t worry if you’re on a tight budget and don’t have big travel plans. Many people think travel writers must head off to some exciting destination in far-off corners of the planet. The reality is, most travelers go places that are much closer to home. You are welcome to write about something fun that you do this summer right in Tucson and southern Arizona, or a past trip that took you to another part of the country. We love budget-friendly stories just as much as we love stories about all-out experiences, and our readers do, too.

Connect People to Places

At Madden, our mission is to connect people to places. As you read through the articles we write with our clients, you will see the individuals – the travelers, the makers, the places that make up a destination. These are the types of stories we want to work with you to write on our own digital travel sites: TucsonGuide.com, ValleyGuide.com, VacationistUSA.com, and VisitGayUSA.com.

To get a sense of what we produce, take a look at some of the exciting things to do in places where we have worked with travel writers and clients like St. Louis, Tampa Bay, Discover Southeast, Idaho Road Trips, Lake of the Ozarks, Omaha, Wyoming, Valdosta, and South Carolina.

Here’s what we’re looking for:

First, homework! Read our travel sites and the stories that we did with our clients to get a sense of our voice and the type of content that appeals to our audience. Be original; we do not need 100 stories about New Orleans. Your originality helps move you to the top of the list to be selected.

Second, you will write from a first-person perspective. Use active, colorful language to describe why you are traveling to your chosen destination, what happens there, what is seen, what is felt, etc. The reader should be able to imagine themselves in the destination with you. In general, we are looking for a positive tone, and want to feature things in a positive light. The story will be separated by subheads, typically three or four—you can determine where to put the breaks, or we will.

  • 800-1200 words, approximately
  • First-person perspective
  • Descriptive, detail-filled, immersive writing – the reader should feel like they’re on the journey with the writer
  • Include a catchy headline
  • Include subtitles for each section of the story
  • Include pictures, video, let us experience it alongside you
  • Optional: Provide a brief bio about you and where you have significant experience traveling or living for those not from southern Arizona
  • Optional: Your Facebook/Instagram Profile

Third, we will review the submissions provided and we will select those that fit within our editorial plan. For those selected, we will begin the editorial process with you. At the conclusion of which, we will publish your story to the selected platform and provide $250 payment to you as our newest published travel writer!

For those who would like, we will also add your bio and travel experience to our list of travel writers whom we contact when working with clients around the country.

Okay, some rules.

No plagiarism! Seems obvious, but you would be surprised. The articles you submit should also not be published anywhere else – other travel sites, blogs, etc. We want this to be original, authentic stories that help to tell the stories of destinations.

Let’s Connect

Also, please make sure you are following our social media channels. We will be promoting your articles and those of your peers

Ready to Submit Your Story

Please click here and complete the following form!

Not sure if you are on the right track? Pitch us your idea in the form, and we will try to provide you feedback on whether it fits in our editorial plan.

Let Google be your advocate

Use OnLocation to clean up your destination’s Google listings

Lead by example

Your partners look to you as an expert. When you get on board with implementing everything Madden can do to boost your Google presence, both you and your partners will benefit. You’ll appear more prominently in Google searches and your destination will reap the rewards.

Let us do the heavy lifting

Madden will conduct an in-depth evaluation of the top 25–30 attractions in your market, your consumer reviews, photos, and events to determine whether they are on brand and positively promoting your market and partners. We’ll then generate a report to show you where your areas of opportunity lie.

Feet on your streets

With OnLocation PLUS Madden’s experts travel to your destination where we conduct a two-day networking workshop with Google Local Guides and your partners. During these workshops we’ll teach your partners how to update their information and maintain compelling content for Google My Business. We’ll also tour your destination’s top attractions to collect photos and video assets for your partners to use in Google My Business, and hold weekly reporting calls to discuss how the process is going.

How you benefit:

  • Increased brand awareness. Properly represent your brand in Google searches to ensure visitors see your destination in a positive brand view.
  • Help travelers have the best experience. Provide ways for travelers to find things to do, places to stay, and more while in your location and when they plan their trips.
  • Ensure positive branding. Receive a complete analysis of your online presence and current consumer reviews on Google, TripAdvisor, and Yelp.
  • Showcase the best shots. Valuable recommendations will be provided on how to make improvements and place images and video on DMO pages and partner listings.