Project: Time Off

Madden is on a mission to encourage people to discover new locations and experiences.

Latest trends show more and more workers are taking advantage of available vacation days—leaving fewer days unused. We think that’s fantastic news because we believe getting people out of their homes and into new places makes for stronger individuals, communities, and economies. Taking vacations also leads to relaxation, contentment, creativity, and—amazingly enough—productivity. Get out of office!

To learn more about the upside of downtime, check out U.S. Travel’s initiative Project: Time Off.

Relocating: Untapped Revenue in Destination Economic Development

Are you sitting on a gold mine?

Economic Development. You may have heard that your competition is doing it, or maybe you’ve done it before, but it wasn’t very successful. You may be sitting on an untouched gold mine of previously ignored revenue.

Job Seekers Willing to Relocate

Higher pay, check. Great benefits, check.

Fantastic nightlife, entertainment, and dining? Check, check, check.

People are always dreaming of the perfect job, but don’t always consider that the perfect job could be in a different city—or even a different state. It can be a challenge switch professional’s focus and encourage them to consider jobs outside their city and/or state. 

84 percent of Millennials are willing to relocate for a job

Professionals want to live somewhere they can have fun and relax during the weekend. Somewhere they’ll be happy to call home. Salary and benefits are a huge draw to a job, but moving over a long distance can often be a leap of faith. Professionals want to know that they’re moving for a good reason.

Build it, And They Will Come

According to a new survey of workers aged 18-35 by Wakefield Research for Graebel, 84 percent of Millennials are willing to relocate for a job. You just need to reach these job seekers in a way that inspires them to uproot and move to your destination. A report by notes that Pittsburgh is doing just that. Pittsburgh is currently one of the top cities  millennials are loving to relocate to. Those who live in the city compare it to Portland. Pittsburgh has low housing costs, a thriving nightlife, and a revitalized waterfront, all elements that encourage millennials to come to the city and to stay.

We’ve found that showing off the top quality-of-life reasons to live in a destination is the best way to target professionals looking for a job and influence them as they consider moving. More and more job seekers are considering a place they love to move to first, and then finding a job in it.

Relocating Companies

Remember in early 2018 when Amazon announced they were looking for a new city to open up their 2nd headquarters and everyone was throwing their hat into the ring? Amazon estimated that the winner would get up to $5 billion in investment and would mean an additional 50,000 high-paying jobs for the area. It’s a major revenue generating game-changer for any city and destination. Not only does it mean a boost for your economy, also creates destination awareness with every article, press release, or media mention of the move.

Most Economic Development campaigns focus on targeting much smaller companies than Amazon to relocate. While you may not see the exact ROI that Amazon quoted, the impact to your economy and the people who live in your destination will still be substantial.

Curious about the Madden approach to strategic Economic Development campaigns?

Social Fidelity (So-Fi) Video

Get Real Reel: Harnessing Engaged Audiences for Video Storytelling

Building a brand demands authentic connection with your audience. While professionally polished videos can be a huge benefit, there’s another tool worth adding to your box: So-Fi Video. This is the way to simultaneously expand your video library and deepen connection to your audience.

User Generated Content: Storytellers for your story

You may have a heard of User Generated Content (UGC), the term that’s often used in the context of brand-related images shared on social media and brand websites. UGC is any kind of content created by users that is publicly available. It can be anything from articles and blog posts, to videos and Instagram photos. This is the space where lines between audience and brand blur. Consumers interact with and contribute content to the brand, adding to your story. The relationship becomes a duet of sorts.

What is So-Fi Video?

Social-Fidelity Video—or So-Fi Video for short—is the Madden solution to  video User Generated Content.

With Madden’s strategic expertise at your disposal, you decide on the shot-list, Madden distributes the campaign to soon-to-be videographers, and the project gets rolling!

How does So-Fi Video work?

With So-Fi Video, you’ll invite your audience to shoot and share unscripted video and still images of authentic interactions according to your shot-list. That doesn’t mean chaos reigns. With Madden, you’ll gain shared ownership of assets in real time that you can approve and share instantly. Additionally, you’ll get a professionally edited compilation video that shows off the cooperative result.

What are the benefits?

User Generated Content—first merely a “trendy new thing,” is quickly becoming a staple marketing strategy, and for many good reasons. Top reasons to integrate UGC—especially So-Fi Video—are cost, time, authenticity, and engagement.

  • Cost: So-Fi Video is far more budget-friendly than hiring professionals, which makes building and maintaining a strong library of assets more achievable. Especially when it comes to video, where professional production involves a whole team of crewmembers and editors, So-Fi Video is a major bargain.
  • Time: So-Fi Video is simple. Photos are snapped, videos are shot, and the assets are shared with you. It can all take place within the span of a few minutes. Production for professional work involves planning, scheduling, filming, editing, and then sharing. Professional products can be awesome, but need time for proper execution. If you’re looking for a wide range of assets in real-time, So-Fi Video is the way to go.
  • Authenticity: Many brands heavily filter for tone, voice, and presentation. While the filter can yield a polished aura, there’s an inherent separation because the realities of imperfection are washed away. Today’s audiences know that and readily applaud #nofilter. Raw and imperfect = real and authentic.
  • Engagement: So-Fi Video has benefits at the end of the campaign and along the journey. The end result is a fully stocked and up-to-the-minute library of assets. Along the way, the very people you’re marketing to have invested in your brand. Not only have they noticed you, but they’ve endorsed you. There’s a connection.

Get real reel

Absolutely, produce that once-a-year or once-a-season, professionally polished video showcasing your best angles. Also, start opening doors and lenses to authentic interaction between your brand and your audience.

OnLocation & OnLocation PLUS

In the SEO game, awareness is everything

We are excited to tell you about the launch of OnLocation and OnLocation PLUS—Madden’s newest SEO-boosting product lines that will allow you and your partners to reap the following benefits:

  • Increase and improve your brand awareness in Google searches
  • Generate more organic clicks to your site
  • Increase the number of visitors in your market
  • Provide travelers a way to find waypoints while they are in your location and when they are in the planning stages

Let us do the heavy lifting

When you hear SEO jargon such as “increasing meta description”, “h1 tags”, “backlinks”, or “barnacle SEO,” do you feel a bit overwhelmed? No worries because our team at Madden lives and breathes this stuff and our brand-new program—OnLocation—is about having us do it all so you don’t have to. Madden will conduct an in-depth evaluation of the top 25–30 attractions in your market from our offices in Tucson, Arizona. We’ll also evaluate your consumer reviews, photos, and events to determine whether they are on brand and positively promoting your market and partners.

“SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.”1

Feet on your streets

Even better, OnLocation PLUS includes all of the good stuff from OnLocation, and we go, you guessed it, on location to your neck of the woods where we’ll conduct in-person, two-day networking workshops with Google Local Guides and your partners. New reviews on Google Maps, exclusive training on maintaining compelling content for Google My Business, touring your destination’s top attractions to collect photos and video assets for your partners to use in Google My Business, and weekly reporting calls to high-five about your SEO progress are included.

“A Google study recently ran two variations of the same ad—a traditional video versus a 360-degree video—and the 360 version triumphed with 41% more ‘earned actions’ (subscribes, shares, and views).”2

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 SEO, both you and your partners will benefit. You’ll appear more prominently in Google searches and all of you will reap the rewards.

Sources: 1, 2

Location-based Marketing

Want to target audiences in a particular location? By now you’ve probably heard about Geofencing, and might even have incorporated it into your marketing mix, but what about Boomerang? How do you know which digital marketing tool will best meet your needs? Have no fear—the answer is clear:

Madden | Geofencing

From a person’s location, you can glean valuable details about who they are. Geofencing is a location-based digital marketing tool that allows marketers to welcome potential customers who enter a virtual perimeter with mobile display ads relative to their location. For example, travelers are targeted with ads for your destination simply because they have entered a strategically chosen and precise area.

How it works:

  • Visitors enter your geo-targeted area
  • While browsing on their phone, they see your ad
  • Clicking sends them to your site
Digital Marketing Tools How Geofencing and Boomerage can help reach customers

Madden | Boomerang

We take Mobile Display Ads a step further— we can serve ads to event leads before they even visit your website! With Boomerang, you can go back and connect with visitors to high-traffic events, attractions, or accommodations from the past year. Madden has developed a custom network of high-quality users based on their attendance at industry-specific events using historical date ranges and map-based technology, in addition to the many other ways to utilize this technology.

How it works:

  • Events, attractions, or accommodations where your target audience was present are identified
  • We “travel back in time” to find visitors who were at that location
  • Custom mobile ads are served to the consumers within the geofence at the date and time identified

Real-world example:

Visit Frisco wanted to entice meeting planners to travel to Texas for their next event. A geofence was created around a conference center where an event for meeting planners took place.

Geofencing: During the event, attendees were served Mobile Display Ads that clicked through to Frisco’s landing page.

Boomerang: Thirty days after the conference, attendees continued to receive mobile ads about Frisco’s event capabilities.

Analytics for the campaign showed that audiences were extremely engaged. Click-through rates for both initial and follow up ads were well above industry averages, bounce rates were far below typical percentages, and time on page rose far beyond the site average.

Which should you pick?

Use Geofencing if you want to serve mobile ads to audiences at a particular place during a particular time frame.

  • Example: A restaurant geofences a nearby sports arena during a big game in order to increase brand awareness.

Use Boomerang if you want to serve mobile ads to an audience that attended an event or location after the event is over.

  • Example: Vineyard X serves ads to audiences who attended a competitor Vineyard Y’s event last month in order to promote Vineyard X’s upcoming event.

Whether used in tandem or separately, Geofencing and Boomerang are effective digital marketing tools to add to your campaign when used strategically.

Now anyone can create a professional video ad

If you’ve wanted to advertise on YouTube to reach consumers with your video ads but don’t have the time, money, or direction to create them, you’re in luck. As of March 2018, the YouTube Director onsite program has been made available in more than 170 cities across the U.S. to help businesses leverage the power and reach of the platform.

As a marketer in the travel industry that strives to reach travelers with your campaigns, this program makes it easy for anyone to create a professional video to include in your efforts. When you commit to spending at least $350 in advertising on YouTube through Google AdWords, you can access the program to connect with an expert to film and edit a 30-second professional YouTube video. That amount of spend can typically yield over 1,000 views. What would you do with 1,000 new travelers getting to experience your brand through video on a platform with over one billion users?

Now that there are no excuses, it’s time to get your video made and get it out there for travelers to consume and be inspired.

Madden Media announces the appointment of new CEO, Dan Janes

Madden Media begins a new chapter in their story with the announcement of Dan Janes as their new CEO. The founder of Madden Media Kevin Madden will operate as the Chairman of the company.

Kevin Madden, Chairman of Madden Media explained his decision in selecting their new CEO, “Dan is a demonstrated leader in this community having worked to build, mentor, and invest in entrepreneurs in the region. We know he will guide Madden with the same level of entrepreneurial spirit that shaped our company.”

Throughout its 35+ year history, Madden Media constantly sought ways to help guide clients through change. In 1982, Kevin and Jill Madden founded Madden Publishing and began publishing the Tucson Guide and Valley Guide. They became well-known throughout the travel and tourism industry as a publishing leader. When people started to connect to the brand new “World Wide Web” in the ‘90s, Madden helped organizations like the Arizona Office of Tourism move online with their first website. Following the acquisition of Preprint Media, Madden then dove into the next generation of the Web 2.0 technologies to drive digital engagement for clients throughout the country.

On the future of Madden Media, Dan Janes explains, “Today, we are on the precipice of the Fourth Industrial Revolution—technology will reshape the global economic landscape. Communities will need to integrate their resources and attraction efforts to attract visitors, businesses, and a talented workforce. Madden works with communities across the country who are just like Tucson trying to build great places to live, work, and explore.”

Daniel Janes is a successful leader, entrepreneur, and early-stage investor. Dan’s breadth of experience includes being a West Point graduate and former Army officer who led operations in Afghanistan and Iraq, built a successful big data and analytics startup company, and grew new technology offerings in a publicly traded company. Since coming to Tucson, Dan actively sought to grow companies in Arizona as a board member of Desert Angels, and Invest Southwest, as a mentor for Tech Launch Arizona and the McGuire Center for Entrepreneurship at the University of Arizona.

For over 35 years, Madden Media has helped tell its story in Arizona with 93 current employees who have been part of our team for an average of 7.8 years.

Madden uses innovative, technology-driven marketing strategies to provide solutions for our partners. Our team impacts the growth of communities by creating personalized, immersive content that connects people to places.


Great stories inspire great travel. So, how do you tell your story? Amplified Storytelling is our unique take on content marketing. Instead of telling potential travelers about your destination, show them.

Our proven audience development strategy sends quality traffic to your website, and once readers arrive, they are engaged. As an added bonus, stories give your website long-term SEO value.

For more information, please contact:

Some Examples of Our Work

What is the “Madden difference”?

What makes Madden different from other companies?

Teaming up with us gives you the benefits of our Google Premier Partnership, access to our dedicated tourism marketing professionals, and the added firepower of our 30+ years of knowledge of the tourism industry. Just like you, we’re passionate about helping people discover new places and return to the destinations they love. We deliver results to 2,000+ clients in all 50 states, as well as in Canada, and impact travelers more than 431,000,000 times per year. Because of our experience in the field, you know you’ll be working with an expert team that understands the needs of our partners and can deliver the desired results. Coasting along with the same programs year after year with diminishing results doesn’t work for you, and it doesn’t work for us—while we utilize proven methods, we are constantly innovating to improve your return.

Our clients get in front of the right people at the right time, guaranteed.

Daily involvement and analysis of each campaign shows what’s working and what needs to be modified. Strategic adjustments are made to maximize marketing dollars and optimize performance. We capitalize on each platform’s targeting abilities and go beyond the basics to ensure our partners get the highly-qualified traffic they’re looking for—we believe quality over quantity is key for a higher level of engagement and conversion.

We take partnership very seriously.

Providing an excellent buying experience through superior customer service and partnership is the foundation of how we do business. Everything we do is intentional, strategic, and customized to meet your exact needs. You won’t find a one-size-fits-all program. We have conversations with our partners to best understand the goals and objectives of each campaign, allowing us to meet AND exceed your expectations.

Connecting people to places—that’s Madden Media.

Why Madden Media?

You inspire us to inspire travel. Tourism does more than bring dollars to your destination; it brings people together, nourishes the soul, and expands worldviews. Every destination has a story, and it is our passion to help you tell yours to the right audience at the right time. It’s not just the story that inspires, but the way that message is delivered and entices travelers to explore a destination and originate their own tales—that’s what drives us further.

The excitement we share for travel starts with our own fervor for expanding our perspectives and finding new and different cultural experiences. We embrace the zest our partners have for their destinations, and pour it into every facet of every campaign. We know firsthand how a vacation can refresh, relax, and reset our lives—that experience should translate into your marketing plan.

We’re partners, plain and simple, collaborating to spark wanderlust in travelers near and far. Available to brainstorm strategies, take your call when you have questions, and celebrate with you when your campaign is a success—we work alongside you every step of the way. Let’s team up—travelers are waiting to be inspired.

Every destination has a story, and it is our passion to help you tell yours to the right audience at the right time.