Shine Lion Shine United

Case Study: Brand Campaign

Destination Madison

Unmistakably Madison brand awareness campaign

Case Studies / Destination Madison


Coming out of the COVID-19 pandemic, Destination Madison sought to reinvigorate leisure in business travel to Madison, Wisconsin. Research showed that when travelers and event planners were aware of everything Madison has to offer, they were highly likely to consider it as a destination, but awareness of these offerings was low with key target audiences. Shine was challenged to increase interest in the destination and make it stand out amongst other travel options with Madison's first awareness campaign.

Campaign met and exceeded
all 2021 pandemic recovery goals.


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.

01 / Brand Video
02 / Print Advertising