DESTINATION MADISON
Appealing to Visitors Seeking Something New
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Project Overview
The Greater Madison Convention and Visitor’s Bureau wanted to leverage the momentum generated by landing a number of high-profile events, including a multi-year contract to host the CrossFit Games. The idea: Use the excitement and visibility from these events to improve Madison’s profile as a tourism destination. Because while Madison is known as a lively college town, it’s not known for much else. Without a space needle, an arch or a corn palace to draw visitors, Madison could be a tough sell.
DESIGN
DIGTIAL
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Those who know Madison well know the city’s charm comes not from its landmarks, but from its singular vibe.
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Because “Greater Madison Convention and Visitor’s Bureau” doesn’t exactly roll off the tongue, a new name was a critical first step in communicating Madison’s vibe. Destination Madison tells you unequivocally that Wisconsin’s capital city is a place worth visiting. The new logo also needed to convey Madison’s unique spirit. Beyond the logo, we created a playful color palette and custom patterns that reflected Madison’s distinctive personality.
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We launched the new identity with a campaign that included a microsite, paid digital media, paid social and out-of-home. For the icing on the cake, we created an Alexa Skill that helps potential visitors get the most out of their trip.
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