Solution

In collaboration with the Destination Madison team, Shine conducted research to identify the audience most likely to visit Madison and fuel the local economy. Once we defined our target, we crafted a positioning platform to compel that audience in a relevant and meaningful way. The resulting foundational brand platform of Connections especially resonated with our targets in a post-pandemic world.

The campaign uses a fresh and strategic approach to communicate all that’s “Unmistakably Madison.” By pairing expansive wide shots with a simple timeline graphic, the creative highlights the ease of planning a range of experiences while giving the stage to engaging Madison moments. The comprehensive campaign encourages tourists and locals to show up just as they are, inviting travelers to enjoy the activities that bring family and friends together. Most of all, it promotes a destination that makes you feel like yourself.