Brief: Madison Tourism

CREATIVE STRATEGY BRIEF TUITION SCHOOL CLASS ASSIGNMENT
3/17/07
CLIENT: MADISON TOURISM

BACKGROUND
(Exert from the visitmadison.com)
“WELCOME to the Greater Madison Area! You will find the best of all worlds in Wisconsin's vibrant capital city and picturesque surrounding towns: natural beauty and outdoor recreation, stimulating cultural offerings, distinctive restaurants and shops, and an irreverent spirit of fun.
Built on an isthmus between lakes Monona and Mendota, Madison is renowned for its beautiful scenery. A total of five area lakes and over 200 parks provide an abundance of year-round outdoor activities, from hiking, biking, swimming and sailing along with cross-country skiing, snow sailing, and ice fishing.
Urban culture, natural beauty, small town charm - the greater Madison area offers it all!”
Madison, Wisconsin is a unique place and has a variety of reasons to draw visitors from all around the country. It competes with other “fly over area” in the Midwest,” some who have are more metropolitan and others that are a tourist oriented or “tourist traps.” The Dells area has exploded in recent years to become the largest attraction in the state. While places like Lake Geneva and Door County are quaint and attract a quieter and more relaxing oriented trip. Milwaukee, Chicago, IL and Minneapolis/St. Paul have the metropolitan benefits that Madison cannot compete with, such as light rail transportation, large shopping destinations and professional sports teams.
Madison has been voted numerous times as an exceptional place to live. The goal is to make Madison the opposite of the usual cliché. “A great place to visit but I wish I could live there.”
The strategy that Las Vegas, Nevada has chosen is the cliché –“What happens in Las Vegas stays in Las Vegas.” Using the wild life style of visitors to an advantage. Encouraging conventions and events to take place in L.V. with the open bold truth that when you visit you will go wild and enjoy the city’s hedonism - the pursuit of pleasure and sensual self-indulgence.
The goal is to create a persona for Madison. We are not the Dells, we are not Chicago and we are not Las Vegas. Madison is unique. It is a place that should be a destination. We who live here love it here. There is a majority of Madison’s population who come here from other places to go to the University and never leave for the “bright light s” of a bigger city.

The goal is to promote the paradox that is Madison - the “wild” college perception within one of the greatest places to live in the country. How does this make it an appealing place to spend a vacation? How is it a place to have your company’s business convention? Can Madison be a Midwest “Las Vegas?”

STRATEGY
Through two page spreads magazine ads in national publications such has Time and Newsweek, People and Us, as well as on targeted television. There will also be a huge Public Relations marketing effort with mailings, stories on travel channels etc. Accompanying this effort will be a large collateral material, direct marketing and Out Of Home advertising.
The most important aspect is to create a universal umbrella theme - the persona that will make Madison THE unique destination that is proud of not being Chicago, Minneapolis, or the Dells. Madison is unique; it is wild, it is wholesome and it is energetic. The country needs to be aware.

Also part of the assignment is to point out what would be “needed” additions to the city to make it competitive, i.e. light rail.

HOW WE’LL KNOW IT WORKED
Increase in convention booked in the city. Increase in hotel reservations. Increase in tourism dollars coming in to the city. Increase in stories written about Madison and why it is an important destination.

MESSAGE BARRIERS
Madison has not promoted itself in an all-out marketing campaign to this extent before. Madison is not “top of mind” as being a destination does not have the “attractions” of some other major destinations.

Madison is a popular city, has a great reputation but is not well known as a tourist destination.

Madison has limited “attractions.” Cannot complete in quantity of attractions and events with bigger cities.

Madison has lack of “five star” hotels. This is improving….

Madison is “Small college town.”

Madison and the Midwest are in the perceived “fly over” area. The south, east and west coast cities are more geared for tourism.

THE CUSTOMER
The ideal customer recognizes the quality of a visit to Madison. It has more of an intellectual.


CURRENT ATTITUDE
I am interested in finding new destination to travel to for a trip.


DESIRED ATTITUDE
I am interested in Madison as a destination to travel to for a trip.

MY HEADLINE
Madison, Wisconsin is a destination I will try a trip

SUPPORT (SEE NEXT PAGE)

MUST-HAVE
A big idea is needed. This will be an overarching concept that will be encompassing all touch-points with the customer.



Madison & Dane County : Madison Rankings
On Everyone's Short-list: Recent Awards for Madison
Madison, Wisconsin consistently ranks as a top community in which to live, work, play, and raise a family. A favorite Midwestern getaway, Madison is also a premier meeting and convention destination. The following is just a sampling of the accolades our destination has recently received!
For information about this ideal American city, call the Greater Madison Convention & Visitors Bureau: 800.373.6376 or 608.255.2537.
#1 Walking City
Prevention, April, 2007
One of the Ten Most Eco-Friendly Cities in the United States
Country Home, April, 2007
Madison Ranked One of 100 Best Places to Live in America
Money, August, 2006
UW-Madison Campus Rated Among Nation's Best LGBT-Friendly Campuses
The Advocate College Guide for LGBT Students, August, 2006
Best Outside Towns 2006: Madison Rated Best Road Biking Town in America
Outside, August, 2006
4th Brainiest Medium-Sized City
bizjournals.com, June, 2006
Devil's Lake State Park (Baraboo, WI) Rated "One of the Top 15 Scenic Views"
CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One of the Top 25 Hiking Trails"
CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One of the Top 10 Bird Watching Spots"
CampingLife, June, 2006
Devils Lake State Park (Baraboo, WI) Rated "One the Top 15 Biking Trails"
CampingLife, June, 2006
Madison's Public Schools Rank #8 in Nation
Expansion Management Magazine, May, 2006
#3 City in America for Walking
Prevention, April, 2006
One of America's Best Vegetarian-Friendly Small Cities
www.goveg.com, March, 2006
#1 City for Cycling (Population: 200,000–500,000)
Bicycling, March, 2006
Madison Named Most Romantic U.S. City
USAWeekend.com, February, 2006
One of Five Emerging Hot Spots for Biotech
FierceBiotech, January, 2006
"One of the 10 Best Places to Live the Athletic Life"
geezerJock, Fall, 2005
One of the Ten Best Places for Outdoor Activities
Sperling's Best Places, Fall, 2005
Madison Ranked One of the 50 Fabulous Gay-Friendly Places to Live
50 Fabulous Gay-Friendly Places to Live, Gregory A. Kompes, Fall, 2005
2005 Award for Garden Excellence, Olbrich Botancial Gardens
American Association of Botanic Gardens and Arboreta (AABGA), Summer, 2005
Madison Ranked the 4th "Brainiest City" in the Nation
American City Business Journals Inc., Spring, 2005
Madison Ranked #3 in The Top 100 Healthiest Cities for Pregnancy
BabyFit.com, December, 2005
Madison Rated #1 in "Digital Cities Survey"
Center for Digital Government, November, 2005
"One of 15 Up-and-Coming Hubs for Creative Workers"
Fast Company, November, 2005
Madison Rated #6 Mid-Sized City in the U.S. for Entrepreneurs
Entrepreneur magazine, October, 2005
"10 Great Places to Welcome Fall with a Flourish"
USA Today, October, 2005
UW-Madison Tabbed Best Game-Day Atmosphere
Sports Illustrated on Campus, September, 2005
One of 10 "New American Dream Towns"
Outside magazine, August, 2005
Middleton Rated One of the Ten Best Places to Live 2005
Money, August, 2005
One of 10 Great Places to Enjoy a Textbook Getaway
USA Today, August, 2005
Madison Ranked One of 10 Greenest Cities in the Nation, Vegetarian Times
Vegetarian Times, July, 2005
Madison Rated "5-Star Business Opportunity Metro"
Expansion Management magazine, July, 2005
Dane County Named One of Nation's Top 20 Nature-Friendly Communities
Nature-Friendly Communities, June, 2005
One of the Ten Best Metros for Business and Careers
Forbes, May, 2005
One of the 20 Best Walking Cities
Prevention, April, 2005
Madison's Public Schools Rank #3 in Nation
Expansion Management Magazine, April, 2005
One of America's Top Ten Green Cities
The Green Guide, April, 2005
Awarded Five-star Community in Quality of Life Quotient™
Expansion Management Magazine, March, 2005
America's 4th Most Literate City
America's Most Literate Cities, A Study by Jack Miller, Ph.D., Winter, 2004
Third Best Child-Friendly City in the United States
Population Connection, June, 2004
#2 Best Small City to Live
Men's Journal, June, 2004
One of the Most Secure Places in the Country
Farmers Insurance Group, June, 2004
Madison No. 1 in Nation for Business and Careers
Forbes, May, 2004
One of 12 Best Walking Cities
Prevention, April, 2004
#2 Medium Metro Area For Doing Business in America
Inc. Magazine, March, 2004
One of the Best Designer Cities in the Country
HOW Design, December, 2003
Healthiest City for Men
Men's Health Magazine, November, 2003
Best Midsize City in the Midwest for Entrepreneurs
Entrepreneur Magazine, October, 2003
Madison Ranks # 1 Best College Sports Towns
Sports Illustrated On Campus, September, 2003
Friendliest City in the Midwest
Midwest Living Magazine, June, 2003
#2 Among America’s Best Places to Live and Work
Employment Review Magazine, June, 2003
#5 Best Places for Business and Careers
Forbes Magazine, May, 2003
One of Five Cities that Inspire
Delicious Living Magazine, March, 2003
#5 Campus Scenes That Rock
Rolling Stone Magazine, February, 2003
Ranked #1 of Small-size Cities for Creativity
The Washington Monthly, July, 2002
#2 Best Places to Live
Homeadvisor.msn.com, July, 2002
#2 among "America's Best Places to Live and Work"
Employment Review Magazine, June, 2002
American Rose City at Olbrich Botanical Gardens
American Rose Society, June, 2002
#3 Great Medium-Sized Cities/College Towns
ePodunk.com, May, 2002
#2 Best Place to Live and Work in America
BestJobsUSA.com, May, 2002
One of twenty cities offering first-class room rates under $125
Facilities & Destinations, May, 2002
UW-Madison Ranked 35th in the World of Top Executive Education Providers
London-based Financial Times, May, 2002
The Most Wired City in the Country
The Media Audit, April, 2002
#1 Best (small) Cities for Women
Ladies Home Journal, March, 2002
One of Top Five Cities for Entrepreneurial Business Growth
National Commission on Entrepreneurship, March, 2002
Madison Children's Museum - Ranked among The 10 Best Children's Museums
Child magazine, February, 2002
#2 Mid-size City in the Country for Cycling
Bicycling Magazine, November, 2001
#5 Best Cities for Women
Ladies Home Journal, April, 2001
#6 Best City for Families
Child magazine, March, 2001
Alliant Energy Center and Monona Terrace Convention Center receive Prime Site Awards
Facilities & Destinations magazine, December, 2000
Madison CVB Receives Top Destination Award
Facilities & Destinations magazine, October, 2000
One of America's Most Environmentally Friendly Cities
ENN.com, Environmental News Network, September, 2000
One of the nation's Best Small Cities for Families
Family Fun magazine, September, 2000
#5 Fittest City in America
Shape magazine, September, 2000
Runner-up for top retirement site in the United States
Money magazine, June, 2000
#6 Most Mannerly City
Etiquette Expert Marjabelle Young Stewart, December, 1999
#3 City for Business Owners
Business Development Outlook Magazine, November, 1999
Best City For Quality of Life
Business Development Outlook Magazine, October, 1999
#2 of 25 Great Towns for Raising an Outdoor Family
Outdoor Explorer magazine, September, 1999
Top 10 Cities to Have It All
A & E Network, September, 1999
#2 America's Most Kid-Friendly Cities
Zero Population Growth, August, 1999
#10 University for Women Athletes
Sports Illustrated for Women, August, 1999
#1 Best Places to Live in America
Money magazine, July, 1998
#1 America's Most-Wired Cities
International Demographics, March, 1998
#1 Best Cities for Women
Ladies Home Journal, November, 1997
#4 Best Bicycling Cities
Bicycling magazine, August, 1997
10 Most Livable Places in America
The Advocate, June, 1997
#9 America's Best Places to Live and Work
Employment Review magazine, June, 1997
#5 America's 10 Most Enlightened Towns
Utne Reader, May, 1997
#3 Great Places to Raise a Family
Parenting, May, 1997
#1 Healthiest City for Women
American Health, January, 1997
#9 America's Safest Cities
Money, October, 1996
#6 Best Schools in the Nation
Expansion Management magazine, October, 1996
1 of 3 "Star Farmers' Markets"
Food & Wine magazine, September, 1996
1 of 10 Best Cities for Working Moms
Redbook, June, 1996
#3 Safest of Nation's 100 Largest Cities
Morgan Quinto Press, January, 1996
Top 10 places for 20-somethings
SWING magazine, Summer, 1995
1 of 10 Top Canoe Towns in the U.S.
Paddler magazine, October, 1995
1 of 5 Top Farmers' Markets
Good Housekeeping, August, 1995
No. 1 "Dream Town"
Outside magazine, July, 1995
#3 Hottest City for Growth
U.S. News & World Report, April, 1995
Best Mid-Sized City Travel Getaway
Midwest Living magazine, August, 1994