Destination Madison

Appealing to visitors seeking something new.

The Situation

The Greater Madison Convention and Visitor’s Bureau came to LSB because they 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. But those who know Madison well know the city’s charm comes not from its landmarks, but from its singular vibe.

The Solution

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.


"LSB did an outstanding job creating our new brand identity and launch campaign – the end result perfectly reflects what we were trying to convey with our brand. We’re especially pleased with how well it has been received by the community."


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