National Plan for Vacation Day: The Collective Impact of Tourism

This year’s National Plan for Vacation Day (January 26, 2021) feels different than in previous years. The COVID-19 pandemic hit the tourism industry hard. This year will be a recovery year for many. Destinations are looking to reclaim their past success. They will look to bring travelers to their communities and revitalize their local economies. Americans are also in need of travel. According to the U.S. Travel Association, 63% of Americans say they desperately need a vacation. After a difficult year, National Plan for Vacation Day presents an optimal opportunity to schedule time to step away from your busy life—while also helping generate a collective impact in communities across the country.  

What National Plan for Vacation Day Means to Us

National Plan for Vacation Day is an important initiative in our industry and for individuals’ well-being. It encourages everyone to take a break from their busy lives, relax and recharge, experience new places, and create new memories with friends and family. Tourism is the lifeblood of our agency. It not only provides livelihoods to our employees, but helps us generate a collective impact in our partners’ communities—creating better places to live, work, and play. 

Madden was founded as a family business around the goal of helping our community by promoting local shopping, restaurants, and experiences. Our desire to spread that impact across the country has driven our growth, and guides our decision to work exclusively within the tourism industry—the ideal industry for generating a collective impact. 

Generating a Collective Impact

Our partners’ work is so much more than heads in beds. The travelers they bring to their destinations touch everyone in their communities. The shoppers they bring to main street local businesses grow their economies. The public funding generated by tourism-related revenue goes towards a quality education and safe places to play for the children of their communities. The money service industry workers earn during peak tourism season feeds families and gives people a place to call home. We choose to serve our partners, and we are proudly promoting National Plan for Vacation Day, because of these impacts. 

Plan Your Next Trip

So, plan your next vacation and research new places to visit. Your trip and the money you spend will ripple through a community for generations. Especially now, when the pandemic has ravaged the tourism and service industries, travelers are needed more than ever. The relaxation and fun your vacation brings to you and your family also means so much to the families who live and work in the place you visit. 

And while we want people to get out and travel, we want to ensure that the impact travelers are making on communities is positive. While we’ve entered a new year, COVID-19’s challenges have not disappeared. Wherever you travel, wear a mask, wash your hands frequently, maintain social distancing, and follow local health guidelines. Taking these steps will help make travel safe for everyone and lead to a faster tourism industry recovery. 

Your Vacation Means More This Year

2020 was a tough year. Many lost loved ones or lost time spent with loved ones when trips, weddings, events, and more had to be postponed. We’re encouraging people to mark this new year, and National Plan for Vacation Day, by taking the time to make up for lost time. Plan a visit to a beach destination this winter. Map out a camping trip for the springtime. Schedule time to meet up somewhere with family and friends this summer. Take steps to spend more time outdoors this fall. Whatever your reasons for traveling, by planning your next trip today, you start looking forward to the experiences coming your way, the memories you’ll create, and the collective impact you’ll make on the destination you choose to visit. 

Read more about how Madden is generating a collective impact for our partners.

Three Ways to Avoid Ad Fatigue Among Your Audience

Let’s face it. Your audience is bombarded with brand messages every day. Not all stick. Our inboxes full of unread promotional emails serve as evidence. So, how can you ensure your marketing messages are sticking?

We build unique media plans for every client. However, we incorporate these three key principles into every media strategy to keep our partners’ audiences engaged and avoid ad fatigue. 

Audience over Brand

It’s vital to focus on WHY people travel rather than WHO travels. We build our strategies around intent-based audiences rather than demographics. This approach enables us to speak directly to the reasons people travel, and show your destination offering the experiences they crave. We constantly analyze media consumption data to understand which channels travelers interact with when they are dreaming of, planning, and booking their next trip. These insights mean our messages are always delivered on the right channel at the right time.

Our client Explore St. Louis planned to invest CARES funding, but didn’t want to target people unlikely to travel due to COVID-19 fears. We analyzed how the pandemic was affecting traveler behavior, and developed intent-based creative and keywords to reach people looking for outdoor destinations they could safely enjoy with their family. 

Stay Fresh

We build constant optimization into every media strategy to ensure creative variety, viewability, and frequency. It’s vital to establish recurring times throughout your campaigns to refresh your creative assets. This approach helps avoid repetitions and let’s us build upon what’s effective. 

These regular refresh periods also create the opportunity to adjust. For example, after the COVID-19 pandemic brought new social distancing and public health guidelines, we helped many clients refresh their creative asset libraries to emphasize outdoor activities, small groups, and in some cases, mask wearing.

As the agency of record for Visit Idaho we refreshed our media tactics frequently since the beginning of the year to keep our audiences engaged. In anticipation of seasonality transition and COVID-19 causing more people to look for outdoor experiences, we refreshed all our media buys to feature autumn outdoor creative.

Madden Media's Visit Idaho Fall Adventure Idaho ad campaign - 300x250 adMadden Media's Visit Idaho Fall in love with Idaho ad campaign - 300x250 ad
Madden Media's Visit Idaho Fall For Idaho ad campaign - 300x250 adMadden Media's Visit Idaho Don't miss Idaho ad campaign - 300x250 ad

Remain Top of Mind

It’s important to structure multiple touchpoints that align with the traveler’s journey. This approach builds connections with people during each phase of decision making. We plan out multiple touchpoints through creative ad sequencing. This method serves people different ad designs and messages on the same platform, often having each ad building upon the one another—creating a narrative through advertising. 

Using several different ads in sequence performs better than repeating the same ad. According to Ipsos, video sequences with three ads increased key message retention by 89% — much higher than two repeating ads. It’s also a great way to deliver remarketing messages to people who have viewed or interacted with specific campaigns. 

Our winter campaign with Visit Idaho leverages video sequencing to highlight different activities and places to visit around Idaho’s diverse region. This approach adds variety and appeals to different intent-based audiences. By running tests on each video ad, we determine which videos perform best and sequence the order to maximize effectiveness.  

Build Relationships Without Overwhelming People

Capturing and holding your audience’s attention will determine whether your destination is considered for their next trip. By following the three principles discussed above, DMOs can guarantee they are getting noticed and building relationships that generate visitations.

Why We Recommend Open Source Website Platforms

Open Source & Microservices vs Proprietary Approach

When building sites, Madden subscribes to an open source platform approach with a microservices backbone. Many website companies use a proprietary platform to develop websites, but Madden believes that there are several downsides to this approach.

Open Source Community of Developers vs a Single Vendor

First, clients have to rely on the vendor for fixes, upgrades, and changes to the system. A proprietary solution only has the developers employed by the parent company to work on the product. In most cases, they are supporting multiple clients. On the other hand, an open source platform solution, has thousands of developers working on it all over the world. This mean that the community at large discovers and resolves security issues quickly. In the world of quality assurance, the more eyes that can see something, the more likely issues are revealed and subsequently fixed.

Flexibility vs Long Term Contracts

Second, proprietary solutions often strike longer term deals with 3rd party vendors to integrate their data into the platform. For example, a review service might sign a multi-year contract to have their reviews used exclusively in client sites. The microservice approach lets you pull from the right data source for you. You can use a plug and play approach to adding a new service if one falls out of favor or becomes unreliable. Open source platform’s flexibility benefits both you and your site visitors.

Simple Transfer vs Unorganized Data

Lastly, a proprietary approach means that when other agencies stop working with a client, they retain their proprietary software. This makes it much more challenging to move away from that system. Clients can be left at the mercy of their old developers who don’t always have clean solutions in place to hand off data to new teams. They’re also under no obligation to provide this in an organized or timely manner. With open source platform solutions, your site can be easily transferred if you decide another developer is better for your needs.

Madden believes your website should be YOUR website.

We choose open source technology solutions because we want to provide the best tools to our destination marketing partners. Open source solutions allow us the flexibility to shift and adjust strategies as marketing and business needs change. We empower our partners using these tools and strategies. They’re able to move on their own without making our teams a bottleneck.

WordPress is our preferred platform. Its easy-to-use CMS gives full control over publishing new content and updating existing content. Our partners can adjust page layouts and create new web pages quickly and efficiently. When paired with our hosting platform and best practices, WordPress sites are fast, secure, and reliable.

Need More Website Insight?

For more of Madden’s website recommendations, check out our COVID-19 Website Strategies and Inclusion Goes Beyond Compliance for Travel Websites.

Best in Show Highlights 2020 Flagler Award Client Wins

Madden is proud to announce our clients Discover Crystal River and Visit Tampa Bay earned 2020 Flagler Awards in recognition of their tourism marketing excellence, including Discover Crystal River winning “The Henry” 2020 Best in Show award.

In addition to winning Best in Show, Madden’s work with Discover Crystal River received two Bronze awards for Internet Advertising and Niche Marketing, and our partnership with Visit Tampa Bay won two Bronze awards for Print Advertising and Internet Advertising. Since 2012, Madden has proudly sponsored the Flagler Awards, which were created by VISIT FLORIDA to annually recognize the top destination promotion in the state of Florida.

Best in Show

Discover Crystal River received the top prize in the $500,000 – $2,000,000 annual budget category. In addition to its categories, The Flagler Awards anoint the best overall tourism marketing with its Best in Show award.

Internet Advertising

Visit Tampa Bay won a Bronze award for its “Baycrafted” campaign which targeted an intent-based audience of beer lovers interested in traveling to Florida. The campaign included a landing page with an interactive map and hero video, and promoted the “Every Pint Tells a Story” messaging on branded elements delivered through remarketing ads, Facebook Instant Experiences, and Carousel Ads. 

Discover Crystal River won a Bronze Award for its “Step Into Awesome” campaign which targeted an intent-based audience of people who live active lifestyles and frequently travel from their top markets. The campaign extended the “Step Into Awesome” theme into all brand pillars and created brand assets that reflected the destination’s environment. Campaign assets were integrated into a video that was distributed online, and campaign promotion included display advertising and social advertising.

Print Marketing

Visit Tampa Bay won a Bronze award for its 2020 Official Visitor Guide. The guide included feature length stories that spoke to different intent-based audiences, and tied the storytelling together with large-scale imagery and stunning design. The guide also included an online Content Hub to provide a virtual element and lead readers to

Check out the award-winning Visit Tampa Bay 2020 Official Visitor Guide!

Niche Marketing

Discover Crystal River won a Bronze award for its “Manatee Capital of the World” brand campaign. Including a “Swimming with Manatees” feature story on its website, Discover Crystal River positioned itself as the “International Manatee Authority” to highlight one of its brand pillars.

Check out “Swimming with Manatees,” part of the award-winning Niche Marketing campaign!


Inclusion Goes Beyond Compliance for Travel Websites

Article written by Curtis Thompson, VP of MarTech, Madden Media

As DMOs and businesses reflect on the way they promote their destinations and themselves, representation in advertising is once again trending. Madden believes that all people deserve to enrich their lives through travel, and ensuring a positive experience for all travelers is more important than ever. Using the example of disability compliance, we’ll provide you with some insight and action items to look further into true representation and help you deliver strong resources that benefit all travelers.

Checking the Box

Since 2003 in the NFL, there has been a rule for franchises called the “Rooney Rule,” named after the former owner of the Pittsburgh Steelers, Dan Rooney. It requires teams to interview at least one ethnic-minority candidate for any open head coaching position. Despite this, the rate of minority coaches hired has dropped in the past decade, and continues to be a challenge. So while teams are compliant with the rule, the lack of inclusion persists for the league.

As with the NFL, America has adopted many rules and regulations regarding compliance on a variety of fronts, most notably in the area of disability. The ADA, passed in 1990, is a wide-reaching and comprehensive set of laws and regulations that revolutionized the country and opened up doors (literally and figuratively) for millions of Americans with disabilities. I know this, because I am one of them. As a wheelchair user in our country, I have directly benefited from the ADA and it has greatly improved my quality of life for many years now. To address similar issues in cyberspace, a more recent set of guidelines called the Web Content Accessibility Guidelines (WCAG) has been set up to help companies and organizations ensure that their websites are accessible by people with disabilities.

But along with the Rooney Rule, online disability inclusion often focuses more on checking the WCAG compliance box instead of actively thinking about the people who need the compliance to begin with. For example—a destination website might go to great lengths to ensure that screen readers can easily read pages to help people with visual impairments, but does it offer any resources on the site to help those people visit the destination in person?

Moving Beyond Perceived Inclusion

As a disabled traveler in America, I experience countless hurdles. Knowing details like cargo door dimensions on airplanes is critical to ensure that my wheelchair won’t be violently disassembled by airline staff to fit in the cargo hold, and non-emergency medical transport resources such as accessible public transit let me get around once at a destination. Information is key for me to travel safely and successfully. Many times, I get more accessible information about a business such as a hotel by looking at provided pictures of rooms than I do from reading their descriptive copy. As the saying goes, a picture can be worth a thousand words. 

But beyond the information those words in picture format give me, they can also provide comfort. Humans tend to respond favorably to pictures of people that they see as “like them.” While seeing pictures of disabled travelers in a destination helps show me things such as how tall the bed is in that hotel, they more importantly make me feel included. Believing that the pictures on a site are genuine is key to me as a disabled person. To this end, the use of stock imagery can actually be detrimental to what is otherwise a sincere attempt to be inclusive.

Making Your Website a True Inclusive Resource

So what steps can be taken to help a website and destination evolve from merely compliant to truly inclusive for not only people with disabilities, but all people? As with all change, many little things can easily turn into a bigger and more impactful result. Some easier areas to consider are:

  • Go beyond WCAG compliance on your site, and offer real resources for traveling to and within your destination.
  • Create and feature content and information from all the amazing cultures and people that are in your destination.
  • Acknowledge that most travelers already have their own resources from like-minded travelers (be them logistical or inspirational), and consider partnering with those resources in your area to offer information and content. 
  • Work with resources in your area to get advice, tips, and tricks that you can share with people who have never been to the destination before.
  • Ensure that imagery on your website is not only inclusive, but genuine and (ideally) helpful. If I can see a picture of a person in a power wheelchair at an attraction, I feel included and I also know that it’s likely that I, too, can go there and have the same positive experience.

One of the most amazing aspects of humanity is our diversity and our uniqueness, but along with this, it is critical that we work to help each other feel included in our society. This is why true inclusion for everybody has to go beyond the simple act of compliance.

If you are looking for more information as a disabled traveler on your rights while flying and the resources each airline provides check out this article.


The coronavirus pandemic has shifted the life of every American, upending all normalcy—and from a business perspective, the travel industry has been one of the hardest hit. The latest travel data reflects the dire situation our industry continues to face, but it is our day-to-day realities that underscore the true impact of the coronavirus pandemic on our companies, our communities, our colleagues and our livelihoods.

Despite the immediate and drastic halt to travel since the pandemic began, consumer sentiment and behavior is indicating a growing readiness to travel again, though it comes with a cautious optimism. This optimism, coupled with the initial demand we saw over the summer months, presents an opportunity to reclaim some of what we have lost.

Having faced crises before that put travel at a standstill, our industry has demonstrated its resiliency, which is why a group of travel leaders convened to form the Let’s Go There Coalition, focused on rebuilding the travel industry. Together they developed a plan to reignite a sense of wanderlust and inspire Americans to plan their next adventure. The goal is simple: when plans are made and eagerly anticipated, spirits are lifted and recovery will begin.

The Let’s Go There campaign will inspire Americans to do what is exciting, safe and productive: make plans to travel.

We are proud to say that Madden has joined the Coalition’s nationwide movement helping to expand the campaign’s reach. Our participation is supporting a larger paid media strategy, as well as our colleagues’ earned media and owned channel activation efforts. We are working together,
across sectors, to give Americans hope and remind them of the joy of anticipation, the benefits that come from planning not for now, but for what adventure lies ahead, to find happiness in looking forward and the excitement to explore somewhere new in our beautiful country.

Of course, the travel industry promoting travel seems obvious. However, 51% of jobs supported by travel were lost by the end of May–putting 8.1 million Americans out of work. That represented 38% of all job losses–one in four jobs. Small businesses have had to shutter or permanently close. Getting Americans moving again, safely, will in turn put Americans back to work.

Together, we can make a difference: we can cheer someone up, we can put someone back to work, we can be a driver of hope that helps lead us all toward brighter days.

For more information inspiration, visit For more information about the Let’s Go There Coalition and how you can join the movement, visit or contact

Driving Impact Across Communities

At Madden Media, we work to help drive impact across communities. Now more than ever, it’s important that you have a partner who will be with you every step of the way, ensuring that your marketing dollars are reaching their full potential. We offer 38+ years of experience in the tourism space and have more than 100 team members who are ready to help you achieve your goals through data-driven work. 

As we look at the impact COVID-19 has had across the industry, we remain focused on three calls to action: plan, protect, and recover. This framework provides you and your partners with a helpful guide to thinking about not just short-term actions, but preparing and planning for the recovery of your marketing efforts for your destination.

Like many destinations, we’ve been taking a hard look at the data to consider what travel looks like today. Utilizing our DOMO-powered reporting dashboard, we’ve identified and compiled key industry trends and research from a variety of sources including media platforms, DMO websites, and Google. Taking this broad mix of ever-evolving data, we’re able to analyze multiple streams of information at once to better predict when travelers will be ready to start traveling again. We call this measurement Travel Intent

With the help of data like this, we’ve seen success across a number of projects where our team has helped partners move the needle towards a positive recovery (see examples of work from St. Louis and Traverse City here and examples from Idaho and Grand Canyon West here). 

With all of our projects, we’re taking a step back to consider the impact that our efforts have, making sure that decisions still make sense and are providing appropriate ROI. From print publications like visitors guides to innovative digital campaigns and branding efforts, you can be sure that your Madden team has your best interests in mind. 

The Great Debate: Print vs. Digital

When it comes to visitor guides, we hear the question of print vs. digital all too often. While many of these conversations are fueled by budget constraints, there’s still certainly a place for both mediums—and a way that they strategically work to enhance one another. 

What does this mean for the future of print? It’s all good news for publishers who are willing to follow in the footsteps of retailers and take an omnichannel approach to engaging readers. Millennials and Gen Z may be digital natives, but they’re also aware of the need to unplug and look up from their mobile screens. Therefore, just as retailers have learned to do, publishers should be prepared to engage them at every touchpoint in the online and offline worlds.

In print efforts, we’ve made the transition from directory-heavy visitor guides to publications that drive inspiration to travel. We rely on clean, concise design to present a magazine-style look and feel to the publication with detailed and engaging stories to fulfill the need of inspirational content. 

The most successful digital presentations are built specifically for that purpose, rather than just being re-created from a direct replication of its print form. The power of digital allows us to create custom curated experiences for the consumer to deliver deeper and more immersive content at their fingertips. 

How do these two mediums work together?

The best collaborations create something bigger than the sum of what each person can create on their own. Madden strategically creates print and digital components to work together in unique ways. 

In print, calls-to-action drive readers to the destination website for even more inspiration. High-quality imagery enhances the consumer magazine look and feel. 

When we transition to digital, we utilize a fully responsive integration of the guide to allow for a mobile-friendly experience with the stories found within the guide. The use of video provides added depth for the consumer and encourages increased site engagement. The addition of regularly released digital-exclusive content helps to increase site traffic and identifies audience interests with your overall content. We can also look to the success of digital-exclusive stories to help inform content to be featured in future iterations of a printed guide.

When we integrate our print and digital efforts, we see a much stronger engagement that results in a more seamless experience for the visitor.

Madden Media announces new Managing Partner

Madden Media, a leading destination marketing agency, today announced Matt Clement will join the company as a Managing Partner. In this new role, Matt will lead Madden’s growing strategic consulting practice, and guide solution development for the company’s research, data, and analytics capabilities to help destinations. Matt will also drive the continued evolution of the Madden Voyage platform, the company’s custom dashboard provided at no cost to track campaign performance, measure ROI, and connect the various data sources to make insightful decisions.

Prior to joining Madden, Matt was Senior Vice President of Marketing at Arrivalist, where he played a key strategic role working with a variety of clients including many state tourism offices, destination marketing organizations, attractions, and airports. Matt accelerated growth and influenced product development of the Arrivalist platform through his deep expertise of the tourism industry. 

“We are excited to welcome Matt who brings extensive knowledge and experience in destination marketing, research, and media attribution. The tourism industry was hit the hardest through this pandemic, and Matt’s work across the industry will help us bring strategy and stakeholders closer together to strengthen communities.”

Dan Janes, CEO of Madden Media.

Previously, Matt held a number of roles within the tourism industry including working with Visit Fort Worth, Experience Fayetteville, and Adara. Matt’s hiring adds to Madden’s growing list of team members with deep experience in the destination marketing industry from across the country: Kaitie Burger (Pennsylvania), Ryan Callison (Texas), Brian Hayden (New York), Lauren Hartog (Florida), Pierce Hicks (Georgia), Lesley Rowbal (Wyoming), Jake Sillavan (Texas), and Cassandra Vasquez (Missouri). 

“The growth of our team reflects the changing environment of the industry. The need for experienced destination marketing professionals to navigate a path forward will be important to the long-term success of the industry. Like everyone, the past several months have been challenging and only made better by the people whom we surround ourselves and could not be more appreciative of the entire Madden team navigating the path to the future with our partners.”

Dan Janes, CEO of Madden Media

About Madden Media

Madden is a full-service destination marketing agency on a mission to spark imagination, nurture curiosity, and connect consumers to communities. Our diverse team creates industry-leading collaborative, creative-driven solutions for destinations that open minds, removes biases, helps strengthen communities, and leads to a vision of a better future.

Helping DMOs Recover from COVID-19: Part Two

The pandemic has impacted DMOs and the people in their destinations who rely on tourism for their livelihoods. Because of COVID-19, these people are suffering and they will look to their DMOs for solutions as we move out of quarantine and seek “normalcy.”

Continual change is the only constant we see as a destination marketing agency. Never has the need for our Agile and adaptable marketing planning been more clear than in the time of COVID-19. Our dynamic approach to marketing plans will provide flexibility to adapt our tactics in real-time to the changing world around us.

As travelers consider booking trips, it’s important that destinations stay top of mind while showcasing safety measures that are in place. Check out some work that we’ve been doing with our clients as we begin the road to recovery. 

Idaho Tourism

In early April, the team at Idaho Tourism shifted their focus to encourage people to stay safe at home, but with tactics that would still keep travel to Idaho top-of-mind when the time was right. 

A section of the website was launched that focused on activities such as coloring pages, crossword puzzles, and more. With these, prospective travelers could still engage with the destination even without physically being there.

As we progress through the summer and into the fall months with more flexibility in travel, the content will shift to focus on road trips, encouraging people to explore different regions of the state. Content themes include activities that visitors can enjoy while practicing safe social distancing such as outdoor recreation, admiring fall foliage, and more.

The Results

Throughout the campaign, the team saw increases YOY across site traffic measures including users (+227%), sessions (+231%), and pageviews (+148%). On Facebook, the campaign saw 1.1M impressions with 373k clicks.

Travel guide requests saw an increase of 49% for requests by mail and 195% increase in digital views, confirming that the campaign helped travel to Idaho stay top-of-mind. Data from Arrivalist was leveraged to track where visitors were coming from. As expected, strength was seen in drive markets.

One Idaho

In partnership with the Governor’s Office, the team worked with the Idaho Department of Commerce to conceptualize, build, and deploy a statewide campaign focused on reopening the economy safely. The broadcast, radio, and digital campaign is targeting business owners, employees, and consumers through the end of the year with public health messaging.

Check out the commercials we created with Idaho residents for this campaign HERE.

The project was funded by the CARES Act. It was launched in June 2020 and is still actively running. 

The Microsite

With the development of the One Idaho microsite, the campaign focused on the goal of reopening safely for business owners, employees, and consumers. Here, residents and businesses are encouraged to take the One Idaho Pledge, ensuring safe practices for reopening. 

A video series was produced that showcases individuals such as the governor and football coaches from across the state promoting public health and awareness. Additional videos will be produced that showcase healthcare workers and other front-line employees. These content highlights all work together to promote mask-wearing and other public health tactics to benefit the greater community.

Grand Canyon West

The team at Grand Canyon West made the difficult decision to temporarily close their main site in mid-March and since then, Grand Canyon West and Madden have been hard at work. 


We’ve analyzed traveler data and trends to first focus on short-term drive markets and then expand into national markets when the time is right. The website continues to be updated with helpful content for organic and paid visitors, and a multi-channel approach that hits all steps of travel planning from display banners to search ads and video campaigns ready for multiple platforms is in motion.

Planning Ahead

While we took a short pause from paid media briefly during the temporary closure, it was important that Madden help shape our marketing efforts to plan a response and adjust strategy for recovery. 

Search Engine Marketing and Remarketing resumed with national targeting but ad dollars were migrated from Hualapai River Runners to Skywalk and ticket-purchase ad groups.

We know that COVID-19 hit some households harder than others and our drive market ads were tailored to invite those who are close by to get out of their homes and come to Grand Canyon West to clear their heads and start fresh without breaking the bank.

Inspirational Video

To kick-off the campaign, Madden developed a video to capture viewers’ imaginations while inspiring hope in the future. We sought to acknowledge the collective hardship everyone is going through while they stay home while reassuring audiences that Grand Canyon West is with them now and will be with them when this passes. This inspirational messaging created emotional connections to the Grand Canyon that elicits an increase in travel intent.

A 30-second version video was created to run in ad spots on multiple channels including YouTube’s TrueView and ConnectedTV. Madden also made 15-second cuts of the video so it could be more easily consumed on social media and encouraged viewers to click-through to relevant content on

Reopening Safely

With new safety measures in place, Grand Canyon West reopened on June 1. To welcome visitors back and encourage them to “Reclaim Adventure,” Madden produced two more videos announcing the opening and detailing the plan to keep visitors safe and healthy. For the first time, we decided to buy traditional TV ad spots as well as local cable ads—the reopening video is broadcast on stations such as NBC, CBS, FOX, and CNN.