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News / May 18, 2022

Shine United Creates “Unmistakably Madison” Campaign

Inaugural Campaign for Destination Madison Aims to Get People Out and to Get People There

No stranger to bold thinking, contagious passion or compelling brand stories, Shine United is thrilled to announce the launch of Destination Madison’s inaugural creative campaign as the brand’s first agency of record. Shine captures what it truly feels like to experience Madison.

See the :60 spot here.

As the tourism industry continues to emerge from COVID closures and pivot with cultural shifts, fostering connections between those traveling, locals and destinations is a must. With a strategy born from the literal connectedness of Madison, Shine illuminates the unique range of activities and sights that are refreshingly easy to accomplish during a visit.

“We understand the desire for a life well-lived here at Shine. That aspect is ingrained in the core of everyone on our team and the clients we support,” said Emily Bohochik, Principal, VP Account Services and Senior Brand Strategist at Shine United. “In our people-focused approach, our clients are true partners who want to be bigger, bolder and make a difference. This campaign for Destination Madison allowed us to not only showcase what we love in our own backyard, but to share it proudly, knowing it epitomizes the passion we bring to the table every single time.”

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 a range of experiences while giving the stage to engaging Madison moments. The result is a message of connection, both emotionally and physically, encouraging tourists and locals alike to show up just as they are. It invites travelers to enjoy the activities that bring family and friends together. But most of all, it promotes a destination that makes you feel like yourself.

“The challenge with tourism campaigns, like so many other industries, is communicating all of the special selling points of the destination without sacrificing the intimate moments that truly make people feel something. I think we achieved that balance in the ‘Unmistakably Madison’ work.” said Samantha Smith, Partner and Executive Creative Director at Shine United. “We take pride in our abilities to grow brands who are motivated by the pursuit to design everyday adventures. We’re thrilled to be a partner with Destination Madison as they continue to inspire others to explore everything this amazing city has to offer.”

About Shine United
Shine United is a $51 million independent advertising, design and digital agency located in America’s Heartland – Madison, Wisconsin. Best known for its innovative brand positioning and creative firepower, Shine has been tapped by brands like Harley-Davidson, Mizuno Running, Discover Card, Amazon, Kohler, Festival Foods, Toppers Pizza, Winston Fly Rods, Carver Yachts and UW Health. Shine was named one of the best small agencies in the country by One.A.Magazine, and one of the best places to work in the country by Outside Magazine. Shine’s work has been featured in Communication Arts, Print, Graphis, AdAge and The New York Times.

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