Appealing to Visitors Seeking Something New

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.



Those who know Madison well know the city’s charm comes not from its landmarks, but from its singular vibe.

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.

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.

CONTACT US. unless you like doing the same ol’, same ol’.