Madden MediaMADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
January 2022
MARKETING, BRANDING, CAMPAIGN DEVELOPMENT &
DIGITAL MARKETING SERVICES RFP RESPONSE
CASE
STUDIES
COVER
LETTER
BACKGROUND
AND EXPERIENCE
DISCLOSURE
WARRANTY/
GUARANTEE OF WORK
SUBCONTRACTORS
INSURANCE
REQUIREMENTS
A.COVER LETTER
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Cover Letter
Madden generates a collective impact by sparking imagination
through immersive creative that builds a bond between
travelers and your brand—driving them to visit and return to
your communities. We inspire travelers by informing our work
with data-driven insights to tailor creative assets to people’s
travel intents and values.
By putting people at the core of our work, we will launch
digital marketing campaigns, develop landing pages,
collaborate with social media influencers to build connections
with prospective travelers we’ve identified as likely to be
interested in your community. Through this work, people will be
compelled to travel to your destination and make lasting
memories.
Dan Janes
CEO
djanes@maddenmedia.com
520-818-4096
Last year, tourism was turned on its head. The pandemic hurt
communities across the country and changed the way people
travel. To build a successful destination marketing program,
City of La Quinta must work with a partner that cares about
your community, specializes in destination marketing, and
drives visitations.
Madden is that partner. We are committed to making a
difference in your community because we know how
tourism impacts everyone—giving countless people jobs and
generating revenue that makes La Quinta a better place to
live, work, and play. More than earning impressions and clicks,
we will provide true partnership.
We exclusively market to travelers by nurturing their curiosity
during key stages along the Traveler’s Journey. By constantly
analyzing data into media consumption and travelers’
behaviors, we enhance your power to reach people with
messages that speak directly to why they travel.
Connecting People to La Quinta
4
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Agency Details
Agency Contact
Dan Janes, CEO
345 E Toole Ave. Tucson, AZ 85701
djanes@maddenmedia.com
520-818-4096
Agency Location
345 E Toole Ave. Tucson, AZ 85701
La Quinta Account Team Location
345 E Toole Ave. Tucson, AZ 85701
Various locations of remote employees
Validity Statement
All information and pricing provided in
this proposal is valid for 90 days from
January 7, 2021.
just dot
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Madden | Cover Letter
5
B. BACKGROUND
AND EXPERIENCE
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
We’re a Team of Pretty Awesome People
Madden | Background and Experience
We consume advertising, data, trends, pop culture, and news.
Obsessive? Maybe. Worth it? Definitely. There are nearly
20,000 cities in the United States. Throw in places like
attractions and accommodations and what have you got?
Literally thousands of places for people to live, work,
and explore.
So, when you’re searching for the right agency you need
experience. Madden is a full-service destination marketing
agency on a mission to spark imagination, nurture curiosity,
and connect people to communities. Our diverse team
creates collaborative, creative-driven solutions for destinations
that improve economies and lead to a vision for a better world.
Our experience makes us a true tourism partner who
understands your challenges and the intricate landscape you
navigate—in fact, 15 percent of our staff previously worked at
DMOs. For 40 years, our destination marketing experts have
worked with hundreds of destinations and attractions,
delivering award-winning and effective work that gets results.
We get our hands on everything we can find to process and
ponder smart strategies, and consider and create immersive
storytelling campaigns to connect you with your audience—so
they choose La Quinta out of their thousands of choices. You
know how amazing you are. It’s time they do too!
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Who Are Passionate About What We Do
COLLECTIVE IMPACT RESPONSIBLE MARKETING SUSTAINABLE TOURISM REPRESENTATIVE
STORYTELLING
Travel is for everyone. We
help destinations show that
everyone can live, work, and
explore in their communities
through inclusive storytelling
and campaigns that cut
across demographics.
Madden | Background and Experience
8
This isn’t an exaggeration:
travel makes the world a
better place. Tax revenue
builds parks and schools.
Paychecks feed families.
Exposure to new people and
places builds empathy. We
want to make an impact that
ripples across generations.
It’s not always about driving
visitations. Sometimes, a
destination already has all the
visitors it can handle. We work
strategically to develop
destination management KPIs
so campaigns work in concert
with the community.
Tourism should only have a
positive impact on residents
and a destination. We create
campaigns that promote
sustainability and work with
brands to practice
environmental stewardship.
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
We’re Travel Geeks
WE LOVE DESTINATION MARKETING...
We love helping destinations find their perfect traveler—and
helping travelers make lifelong memories.
It absolutely gives us the warm and fuzzies.
We partner with over 200 travel and tourism organizations and
connect with millions of travelers across the country every year.
...AND WE’RE DANG GOOD AT IT!
Our work is focused on collective impact—driving results for
residents and visitors.
Shiny trophies might look good on our shelf, but most
importantly, they make our clients shine even brighter.
●2021 eTSY Award: Discover Atlanta Destination Website
●2021 eTSY Award: Traverse City Content Marketing
●2021 ESTO Mercury Award: Visit Idaho Digital Campaign
●2020 Gold HSMAI Adrian Award: Visit Independence
Integrated Marketing Campaign
●2020 Silver HSMAI Adrian Award: Go Lake Havasu
Integrated Marketing Campaign
●2020 Silver HSMAI Adrian Award: Discover Atlanta Website
we could go on, b
u
t
M
a
m
a
said not to brag.
Madden | Background and Experience
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
We Know California
Over four decades of partnering with destinations, we
are especially proud of our work with Golden State
DMOs, CVBs, hotels, attractions, and businesses. This
experience gives us knowledge of the intricate
landscape you navigate.
Madden | Background and Experience
10
We have a
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i
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footprin
t
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local per
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!
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
We Do It All
STRATEGY
Our data-informed strategies build a connection
between your brand and target audiences by
showing how La Quinta aligns with their travel
interests and values.
MEDIA
Our experts analyze media consumption patterns
and leverage relationships with industry-leading
vendors to reach travelers on the right channels
with the right messages during each stage of the
Traveler’s Journey.
RESEARCH & REPORTING
Our destination intelligence platform, Voyage,
enhances situational awareness with visitation
intelligence reports and industry data
dashboards—giving you a critical tool to lead
with an informed, measurable, and easily
communicated plan.
CREATIVE
Our creative development process leverages data
to create visual stories that resonate with people.
We develop creative assets, including photos,
videos, content, print ads, out-of-home ads,
branded materials, and more.
MARKETING TECHNOLOGY
We build and enhance websites so people
engage longer with our partners’ brands. We also
optimize CRM and email marketing strategies to
make the most out of client leads.
PUBLIC RELATIONS
Our PR experts manage relationships with key
publications, draft press releases, and plan and
coordinate events and trade shows. We develop
strategic communications plans to manage crises
and promote thought leadership.
When we say full ‒service, we mean it.
Madden | Background and Experience
11
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Experience Details
Number of Years in Business
40 years
Taxpayer Identification Number
76-0738649
Agency Ownership
Madden Publishing, Inc. (70%)
Zonalabs, LLC (20%)
Grady Colson (10%)
Corporation Type
LLC
State of Incorporation
Arizona
Madden | Background and Experience
12
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
We break down internal department silos to ensure every team member's expertise influences
our work. We’re all hands on deck, meaning each member of your team will “grab an oar” and
contribute to your development and success through offering their respective area of expertise.
Cross-Functional Team
Madden | Background and Experience
Kristin
Dialessi
VP, Destination Strategy
Responsibilities
●Develops creative strategy
●Leads review of mockups
●Runs creative brainstorming
●Creates ad concepts and designs
●Ensures quality of all creative materials
Experience
●Madden Media, Managing Creative
Director, 2020–Present
●Bighorn Design Studio, Creative
Director, 2018–2020
●West Edge Collective, Senior Graphic
Designer, 2015–2018
●Sierra, Graphic Designer, 2010-2015
Education
●BA, Advertising and Graphic Design
from Marist College
Bria
Hammock
Managing Creative Director
Responsibilities
●Oversees strategic planning
●Coordinates campaign development
●Creates performance reports
●Presents at client meetings
Experience
●Madden Media, VP, Destination Strategy,
2018-Present
●Wyoming Office of Tourism, Brand
Integrations Senior Manager, 2016-2018
○Visitor Engagement Senior Manager,
2014-2016
○Destination Development Manager,
2013-2014
Education
●MTA, Tourism Administration from The
George Washington University School of
Business
●BS, Marketing from University of Wyoming
Seth
Chalmers
Managing Media Director
Responsibilities
●Leads overall digital & traditional media
strategy
●Creates integrated omni-channel media
plans
●Manages and places all media buys
●Optimizes ad selection or targeting
●Manages media budget
Experience
●Madden Media, Managing Media Director,
2021-Present
●Visit West Hollywood, Director of Digital,
2017-2021
Education
●Studied International Business at Georgia
State University
Charlie
Littlejohns
Destination Strategy Director
Responsibilities
●Consults clients on overall strategy
●Reviews competitor destinations to
highlight opportunities and threats
●Ensures deliverable quality
●Develops strategy based on industry
trends
Experience
●Madden Media, Destination Strategy
Director, 2018-Present
○Director of Business Development,
2014-2018
●Daily Mail, Advertising Account Manager,
2007-2013
Education
●BA, Sports Management from Coventry
University
over 15 percent o
f
us have worked at
dmos or cvbs.
13
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Natasha
Ivanov
Account Strategist
Responsibilities
●Serves as the day-to-day contact
●Oversees campaign development
●Sets weekly priorities for team
●Leads meetings with the client
●Compiles campaign reports
Experience
●Madden Media, Account Strategist,
2020-Present
○Website Product Owner,
2019-Present
○Campaign Manager, 2019-2020
Education
●BA, Public Relations from Columbia
College Chicago
Anya
Batara
Digital Media Specialist
Responsibilities
●Places advertisements on platforms
●Optimizes media performance
●Supports media plan development
●Executes marketing campaigns
Experience
●Madden Media, Digital Media
Specialist, 2021–Present
●Apartments.com, Marketing &
Design Specialist, 2019–2021
●Homes Media Solutions, Account
Executive, 2017–2019
Education
●BM, Music Performance from
University of Nevada-Las Vegas
Responsibilities
●Integrates insights from data into
designs
●Ideates designs, themes, and
concepts
●Develops marketing collateral
●Edits photos and videos into ads
Experience
●Madden Media, Design Strategist,
2021-Present
●ImageHouse, Graphic Designer,
2017–2021
●The University of Texas Rio Grande
Valley, Senior Graphic Designer,
2015–2017
Education
●BFA, Graphic Design from The
University of Texas Rio Grande Valley
Jackie
Maldonado
Design Strategist
Elise
McClain
Content Specialist
Responsibilities
●Audits website content to identify
content to repurpose or rewrite
●Develops website copy
●Creates content plans to develop
long-form content for websites
●Analyze search keywords and SEO to
optimize digital content
Experience
●Madden Media, Content Specialist,
2020-Present
●Arizona Sonora News Service,
Reporter, 2018
●Tucson Local Media, News Reporter,
2017
●Madden Media, Copy Editor, 2017
Education
●BA, Arabic from the University of
Arizona
●BA, Global Journalism and Media
Studies from the University of Arizona
Madden | Background and Experience
14
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Background and Experience
Responsibilities
●Serves as the day-to-day contact
●Oversees campaign development
●Sets weekly priorities for team
●Leads meetings with the client
●Compiles campaign reports
Experience
●Madden Media, Account Strategist,
2020-Present
○Website Product Owner,
2019-Present
○Campaign Manager, 2019-2020
Education
●BA, Public Relations from Columbia
College Chicago
15
Responsibilities
●Creates websites through
planning to launch
●Builds out sitemaps into web
pages
●Migrates content from old
partner websites to new websites
●Runs QA tests prior to launch
●Manages ongoing upgrades and
patches
●Oversees hosting and security of
websites
●Handles technical support
requests from clients
Experience
●Madden Media, MarTech
Specialist, 2020–Present
Certifications
●Web Development from
University of Arizona
Kody
Bishop
MarTech Specialist
John
Volza
SEO Strategist
Responsibilities
●Managing SEO engagements
●Technical SEO enhancement
●Optimizing on-page SEO
●Audits client websites to evaluate
SEO strengths and weaknesses
●Supports site transitions and content
migrations
●Works with the content team to
create meta tags
Experience
●Madden Media, SEO Strategist,
2021–Present
●Mannix Marketing, Digital Marketing
Strategist, 2018-2021
Education
●BA, English and Gender Studies from
Skidmore College
Responsibilities
●Develops overall website strategy
●Leads website development
●Uses insights from data to craft
seamless user experiences
●Works with creative team to develop
website layouts
●Oversees developers building
websites
●Integrates enhancements into
websites
Experience
●Madden Media, VP of Martech,
2014–Present
●Cataphora, Director, 2002–2014
●Troba Inc., Software Engineer,
1999–2002
●Carlson Marketing, Web Developer,
1997–2000
●MNOP/FGI, Web Developer &
Graphic Artist, 1993–1996
Education
●Studied at the University of Arizona
Curtis
Thompson
VP, MarTech
Aretha
Walls
MarTech Strategist
Responsibilities
●Creates websites through planning
to launch
●Builds out sitemaps into
web pages
●Migrates content from old partner
websites to new websites
●Runs QA tests prior to launch
●Oversees hosting and security
of websites
Experience
●Madden Media, MarTech Strategist,
2021-Present
○Chief Linguist/Web Developer,
2019-2021
●Ridgewood Associates Public
Relations, Web Content and User
Support Specialist, 2017-2019
Education
●BA, Linguistics from University of
Arizona
●BA, Philosophy from the University
of Arizona
Certification
●Full Stack Development from
University of Arizona
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Our Approach to Your Scope of Work
Madden | Background and Experience
The Best Thing
All of this will bring the perfect
visitors to La Quinta.
The First Thing
RESEARCH STATE OF
INDUSTRY
We’ll get really cozy in the
weeds and do the research.
The Fourth Thing
DEPLOY MEDIA EXECUTION
We find the perfect place
for all that data-fed razzle
to live.
The Third Thing
CREATE DESIGN AND COPY
We’ll dig into the data-driven
insights and craft you the
razzliest razzle dazzle.
The Second Thing
STRATEGIZE FROM
DATA ANALYSIS
We crunch all the numbers and
develop a strategy.
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
The First Thing: Research State of the Industry
Madden | Background and Experience
17
We’ll get really cozy in the weeds and do the research, and crunch
all your numbers (even the big, scary ones) to develop a strategy.
ANALYZE DATA YOU HAVE
●Zartico Dashboard
●Prior Market Research
●Google Analytics
●Google Ads Insights
●Social Media Metrics
INTEGRATE INSIGHTS WE HAVE
●Marketing Industry Data
●Travel Industry Data
●Case Studies
COLLECT NEW DATA
●Destination Intelligence
●External Data and Research
●Performance Testing
dirty hands
a
r
e
our default
.
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
The Second Thing: Strategize from Data Analysis
Madden | Background and Experience
After we crunch all the numbers, we’ll develop a strategy to move your brand
forward with the travelers who best fit La Quinta.
WHERE ARE WE AT?
Define the current state of
your brand and key
problems
●Opportunities and
Challenges
●Seasonality
●Key Markets
●Value Propositions
●Brand Assets
●Personality
●Identity
WHERE DO WE WANT TO GO?
Identify your ideal visitors and
what you want to accomplish
●Objectives
●Target Audiences
●KPIs
HOW DO WE GET THERE?
Develop a plan to achieve
what you want to do
●Positioning
●Engagement Strategies
●Imagery
●Storylines
●Messaging
●Campaign Concepts
ARE WE THERE YET?
Measure and track to
make sure we’re heading
in the right direction
●Brand Lift Studies
●Destination
Intelligence
●Quarterly Business
Reviews
●Marketing
Performancewe’ll mak
e
s
u
r
e
these ar
e
f
o
c
u
s
e
d
on the bi
g
p
i
c
t
u
r
e
.
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Defining Your Target Audiences
To make the strongest connections, we will target people who are a
perfect fit for La Quinta based on their geo-location and interests.
PEOPLE FROM LA QUINTA’S
ORIGIN MARKETS
Target travelers who live in places where
there is a high interest in La Quinta, such
as Los Angeles, San Diego, Phoenix,
Seattle, and Portland
PEOPLE INTERESTED IN
LA QUINTA’S FEATURES
Target travelers who pick destinations
based on the experiences they can have
PEOPLE FROM COMPETITOR
ORIGIN MARKET
Target travelers who live in places
where there is high interest in
competitor destinations
grandma likes beer, too!
Demographics do not
create connections.
Madden | Background and Experience
19
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Economic Development
As part of our strategy development, we will aim to bring more people into your community to work and live.
Madden | Background and Experience
GET PEOPLE TO VISIT LA QUINTA
Our leisure tourism efforts have added
economic development benefits. Studies
have shown people have higher opinions
of destinations they have visited and
seen advertised. Visiting a community is
like a “first date.” To increase the chances
of people moving to your community, we
have to get them to visit first.
GET PEOPLE THINKING ABOUT
LIVING IN LA QUINTA
We can launch an economic
development specific campaign that
focuses on entrepreneurship, business
investment, professional opportunities,
and quality of life. We can create
messaging, advertising, and storytelling
that highlights what makes La Quinta a
great place to work and live, and then
leverage Voyage data to deploy
remarketing ads to people who have
already visited La Quinta.
GET PEOPLE PLANNING THEIR
RELOCATION
Before deciding to relocate somewhere,
people do research into characteristics of
locations to determine if the place would
be a good fit for them. La Quinta can help
this process by providing people with
resources like a cost of living calculator,
job search, and real estate. These tools
can be integrated into immersive content
on your website or an economic
development microsite to pair inspirational
storytelling with educational assets.
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
PHOTO AND VIDEO SHOOT
When developing your creative assets,
we aim to repurpose our clients’ existing
image library as much as possible. If we determine new
imagery is needed to bring your campaign architecture
to life, we can conduct a custom photo and video shoot.
The Third Thing: Create Design and Copy
We’ll develop inspirational campaigns that make people say,
“We need to go there!”
●Parent Campaign Concept: The core concept that drives
all our storylines, imagery, and messaging.
●Intent-Based Pillars: We use the core concept as a
prism and segment the parent messaging out so it
relates to all your audiences’ interests.
●Immersive Storytelling: We’ll develop storylines that
bring to life all the things travelers love to experience.
PRIMARY
CAMPAIGN
Intent-Based
Pillars
Intent-Based
Pillars
Intent-Based
Pillars
Immersive
Storytelling
Arcs
Immersive
Storytelling
Arcs
Immersive
Storytelling
Arcs
Immersive
Storytelling
Arcs
prepar
e
yoursel
f
f
o
r
the raz
z
l
e
dazzle.
Madden | Background and Experience
21
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Developing Your Creative Assets
This is where the magic happens, so to speak. We make the razzliest razzle
dazzle ads for any tactic you need, from television, online, and social media
to print, merchandise, events, signage, and visitor guides.
Ingredients
Compile our key
insights from data
Mill
Break down insights
into campaign concepts
Distill
Segment the campaign concept
into your brand pillars and
immersive storylines
Mash & Fermentation
Flesh out storylines and create beautiful
designs and engaging content
Age
We go through proofing and runs
things by you until the whole
team gives it a thumbs up
Bottle
We finalize everything
and get them ready to
place in media channels
We do it
a
l
l
!
Cheers!
Madden | Background and Experience
22
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Creative Spotlight: Visit Tampa Bay
Madden | Background and Experience
SITUATION
Visit Tampa Bay is a top destination offering a combination of urban
and outdoor experiences, but wanted to expand their targeting
beyond family travelers and attract more Gen Z and Millennial
visitors. Madden created the “Unlock Your Inner Pirate” campaign to
highlight fun experiences young people can have in the destination.
APPROACH AND EXECUTION
We developed video assets tailored to resonate with people
between the ages of 20 to 30 years old. The videos featured young
people having fun and experiencing the things they aim to do when
on vacation, such as drinking by the pool, exploring and taking
selfies in the city, eating out, and doing photo-worthy activities like
zip lining. Everything about the video was aligned with this target
audience’s interests, down to the background music emulating their
well-loved music genres. Compared to traditional DMO advertising
these videos are a stark contrast and a great example of
outside-the-box destination creative assets.
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
The Fourth Thing: Deploy Media Execution
Our media experts will work their magic and develop an integrated
marketing plan that unifies different channel strengths to deliver the
right message on the right channel at the right time.
OUR MEDIA MANIFESTO
●Focus on solutions. Don’t run media for the sake of running media.
Know the problem and deploy media to solve it.
●Strive for perfection. We constantly tweak things to optimize for
peak performance.
●Be flexible. We work with whatever media vendor helps you achieve
your goals.
●Never be greedy. We don’t nickel and dime our partners with
unnecessary markups.
●Think strategically. We use a variety of proven and emerging channels.
●Don’t try “one-size-fits-all.” We create personalized ads that are tailored
to each target audience.
●Mix it up. We keep things fresh by using techniques to blend a variety of
ad sets to achieve the highest performance.
●Keep people top of mind. We plan out multiple touchpoints to follow
travelers along their decision-making process.
●Venture where none have gone before. Try new things. They won’t all
work, but taking risks can lead to new discoveries.
Told
y
a
!
w
e
do it
a
l
l
.
Madden | Background and Experience
24
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Following the Traveler’s Journey
Madden | Background and Experience
We know travelers better than any other agency. This knowledge lets us map
our media deployments against the Traveler’s Journey to guide their behavior.
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Public Relations
Madden | Background and Experience
As part of our integrated marketing strategy, we can leverage earned
media to amplify your key initiatives.
MEDIA RELATIONS
We can engage with
journalists, bloggers, and social
media influencers from the top
industry and local channels to
earn media placements. We
can track La Quinta’s media
coverage and manage inbound
media requests.
FAM TOURS
We’ll invite media and sales
contacts to La Quinta and
lead them on guided tours
of top leisure and meetings
points of interest.
EVENTS AND
TRADESHOWS
La Quinta could host or
sponsor events for your key
media and sales contacts. We
can help plan and coordinate
your level of engagement.
PRESS RELEASES AND
NEWS CONFERENCES
We can draft press releases,
public services
announcements, and
manage press conferences
to ensure your important
updates are covered.
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
PR Spotlight: Visit Buffalo Niagara
Madden | Background and Experience
SITUATION
Visit Buffalo Niagara needed a strategic PR program to promote
the destination as an ideal weekend getaway, support the launch
of the Upstate Eats Trail & Great Wright Road Trip, and announce
the opening of a restored, century-old carousel on its waterfront.
APPROACH AND EXECUTION
We developed a strategic blueprint with the client, identifying
key story ideas for obtaining coverage, tactics, and a proposed
outreach calendar. As part of this exercise, we had the client
create a wish list of aspirational coverage—giving us a clear goal.
After enhancing their existing media list with new contacts, we
deployed consistent media contacts to earn coverage, including:
●Quarterly newsletter to 200 travel media contacts
●Weekly personalized pitching
●Attendance at Travmedia International Media Marketplace
RESULTS
●More than 20 pieces of earned media secured, including
many of our “wish list” targets
●Nine press visits secured
●Quarterly newsletters feature 40-60% open rate
●More than 460 million earned media impressions
27
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Background and Experience
We won’t just refresh and manage La Quinta’s website. We will
bring an entirely new perspective to how you approach your
website.
Our approach to website development is unique. Traditionally,
it goes like this.
●Step 1: They sign the contract.
●Step 2: They meet the client.
●Step 3: They build your website.
●Step 4: They launch.
●The end...until the client needs to rebuild again
in a few years.
Our philosophy is fundamentally different. We approach a
website like a house. Smart investors don’t buy a house, let it
fall into disrepair, and then buy another. Even if a house has
everything you need when you move in, there’s always more
you can do to make it better.
Make Your Website Marketing-Driven
Madden’s philosophy devotes ongoing resources to continually
evolve your website—creating a marketing-driven website.
Your website shouldn’t be published like a book, rigid and
unchanging. Instead, we will incrementally refresh and
enhance your website to maximize your marketing power.
Our plan for La Quinta includes a strategic plan to support
and enhance PlayInLaQuinta.com in an ongoing manner. This
represents an opportunity for you to invest in a website
approach that prioritizes marketing alignment, conversions,
and stronger ROI.
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MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Website Spotlight: DiscoverAtlanta.com
Madden | Background and Experience
SITUATION
Atlanta Convention & Visitors Bureau (ACVB) wanted to
enhance its website to have a more modern design and
integrate emerging technologies.
APPROACH AND EXECUTION
Madden built DiscoverAtlanta.com to increase user
engagement, spotlight the destination’s pride in its
diversity, and create a personalized experience for users.
●A strategy based around ACVB’s intent-based
audiences led to an improved sitemap and streamlined
navigation.
●A content strategy leveraged local writers and content
recommendation technology increased site
engagement and improved SEO.
●Custom video and photos highlighted the diverse
people who visit, live, and explore the destination.
WINNER OF THE…
●2021 eTSY Award
●2020 American Advertising Award
●2020 Silver HSMAI Adrian Award
29
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
TL;DR
Madden | Background and Experience
Hey, we get it. Proposals can be long. A destination like La Quinta is likely to get interest from a lot
agencies. Here is a quick summary of our proposal in comparison to your proposed scope of work.
“Too long ; didn’t read.”
1. Graphic Design
Of course! Our creative experts can
create inspirational marketing
collateral for any channel you need.
2. Newsletter Development
& Publication
You bet! We have content experts who
can write your newsletters and
MarTech experts can strategize
deployment. Check out our case study
for South Carolina’s Hammock Coast.
3. Photography Services
Absolutely! We can plan, manage, and
produce a custom photo shoot.
7. Website Management
Yup! Our Marketing-Driven Website
philosophy is a perfect fit for you.
8. Digital Services
Can do! We will weave digital media ads
together with traditional media ads to
create an integrated media plan.
9. Media Buying
Yes! And we never charge fees or
markups.
10. Brand Enhancement
Affirmative! Our creative experts can
refresh your brand identity, including
logos, colors, and typography. Check
out our case study for South Carolina’s
Hammock Coast.
4. Public Relations
Affirmative! Our PR masters will develop
a regional and national media list to
promote La Quinta’s initiatives to
journalists, bloggers, and influencers.
5. Economic Development
For sure! We can develop economic
development campaigns with employee
retention and attraction goals. Check out
our case study for Visit Tampa Bay.
6. Video Services
Our pleasure! We can plan, manage, and
produce a video shoot at the same time
as our photo shoot—saving costs and
aligning creative.
30
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Our Plan for La Quinta
Madden | Background and Experience
BRAND ENHANCEMENT
We will refresh the City of La Quinta’s
destination brand by revealing your
brand’s essence and crafting a new
brand voice, personality, logo, and
color palette.
CAMPAIGN CREATIVE
We will develop new creative assets,
leveraging custom photos and videos to
bring your enhanced brand to life.
MARKETING AND MEDIA
We will build an integrated media
plan to share your refreshed brand and
new creative assets with your target
audiences.
31
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Brand Enhancement
Madden | Background and Experience
32
As part of our creative work for La Quinta, we will refresh your brand identity with a new logo
and color palette. In this proposal, we have included three brand treatments for your
consideration. While each is distinctly different, they all capture the essence of La Quinta
while representing your destination with flair.
MODERN DESERT
A sophisticated take on your logo with
muted color palette reflects the chic
lifestyle and modern attractions your
destination offers.
JEWEL DESERT
A bold, fun, and vibrant logo amplified by
bright and natural colors highlights the
beautiful, picturesque vistas and pristine
environment of your destination.
EARTH AND SAND
A snazzy logo complemented with
lighter natural colors emphasizes the
relaxing and culinary experiences to
be had in your destination.
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Modern Desert
Madden | Background and Experience
33
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Jewel Desert
Madden | Background and Experience
34
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Earth and Sand
Madden | Background and Experience
35
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Campaign Creative
Madden | Background and Experience
36
Once your refreshed brand is in place, we will bring it alive with creative assets
and ads across various media channels. The campaign will elevate your brand
and share it with your target audiences. Our campaign will be humble, funny,
and focused on younger travelers and families.
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Modern Desert
Campaign Execution
Madden | Background and Experience
37
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Modern Desert
Campaign Execution
Madden | Background and Experience
38
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Jewel Desert
Campaign Execution
Madden | Our Approach
39
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Jewel Desert
Campaign Execution
Madden | Background and Experience
40
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Background and Experience
Jewel Desert
Campaign Execution
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Earth and Sand
Campaign Execution
Madden | Background and Experience
42
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Earth and Sand
Campaign Execution
Madden | Background and Experience
43
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Marketing and Media
Madden | Background and Experience
After your snazzy new ads are finalized, we will deploy an
omni-channel media plan to share your new brand and
creative assets with your target audiences.
We have developed three example media plans to show
how we would approach media planning and buying at the
three different budget points outlined in your RFP.
These are included to show you how our brains work, but if
you like them, great! We will refine them at your specific
budget point when contracts are signed.
44
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
$550,000 Media Plan
Madden | Background and Experience
JUL AUG SEP OCT
Google SEM - General Leisure (CPC)
Google Prospecting Banners (CPM)
Google Video Distribution (CPV)
Facebook/IG Ads Click-to-Site (CPC)
Facebook/IG Remarketing (CPC)
Expedia.com Display Banners (CPM)
Greater Palm Springs Co-Op
Local Media Buys
NOV DEC JAN FEB MAR APR MAY JUN
88.5k Clicks ($0.48 CPC)
8.1m Impressions ($1.72 CPM)
258k Views ($0.06 CPV)
Always On w/ Creative Swaps - 16k Clicks ($0.53 CPC)
2.2m Imps ($15 CPM)
Various Opportunities - $11.8k
Always On w/ Creative Swaps - 42.8k Clicks ($0.42 CPC)
SLOW PEAK SEASON SHOULDER
LOCALE Magazine, Palm Springs Life, Alpha Media Radio, Airport Billboard (Lamar) - $118.4k
45
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
$750,000 Media Plan
Madden | Background and Experience
JUL AUG SEP OCT
Google SEM - General Leisure (CPC)
Google Prospecting Banners (CPM)
Google Responsive Display (CPM)
Google Video Distribution (CPV)
Facebook/IG Ads Click-to-Site (CPC)
Facebook/IG Remarketing (CPC)
Expedia.com Display Banners (CPM)
TV Media “Endless Sun Days”
Greater Palm Springs Co-Op
Local Media Buys
NOV DEC JAN FEB MAR APR MAY JUN
104k Clicks ($0.48 CPC)
10m Imps ($1.72 CPM)
10m Imps ($1.72 CPM)
Always On w/ Creative Swaps - 42.8k Clicks ($0.42 CPC)
Always On w/ Creative Swaps - 16.9k Clicks ($0.52 CPC)
2.2m Imps
($15 CPM)
258k Views ($0.06 CPV)
SLOW SHOULDERPEAK SEASON
NBC TV ($140k)
Various Opportunities - $11.8k
LOCALE Magazine, Palm Springs Life, Alpha Media Radio, Airport Billboard (Lamar) - $118.4k
46
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
$900,000 Media Plan
Madden | Background and Experience
JUL AUG SEP OCT
Google SEM - General Leisure (CPC)
Google Responsive Display (CPM)
Google Video Distribution (CPV)
Facebook/IG Ads Click-to-Site (CPC)
Facebook/IG Remarketing (CPC)
Expedia.com Display Banners (CPM)
Epsilon Display + Video w/ NEI (CPM)
TV Media “Endless Sun Days”
Greater Palm Springs Co-Op
Local Media Buys
NOV DEC JAN FEB MAR APR MAY JUN
135k Clicks ($0.48 CPC)
9.3m Impressions ($1.72 CPM)
366k Views ($0.06 CPV)
Always On w/ Creative Swaps - 24k Clicks ($0.53 CPC)
3.3m Imps ($15 CPM)
385k Imps
($45 CPM)
Always On w/ Creative Swaps - 57k Clicks ($0.42 CPC)
SLOW PEAK SEASON SHOULDER
NBC TV ($140k)
Various Opportunities - $11.8k
LOCALE Magazine, Palm Springs Life, Alpha Media Radio, Airport Billboard (Lamar) - $118.4k
47
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
$500,000 $750,000 $900,000
Account Leadership and Strategy $36,000 $40,800 $48,960
Media Management $78,000 $85,200 $113,520
Creative Development and Production $42,000 $50,400 $57,600
Photo and Video Shoot $50,000 $50,000 $80,000
Website Maintenance and Development $14,400 $14,400 $14,400
SEO Management -$11,400 $20,400
Email Newsletter Production and Management $12,000 $12,000 $12,000
Public Relations $30,000 $30,000 $30,000
Economic Development $12,000 $12,000 $18,000
Direct Media Cost $273,800 $443,800 $505,120
Pricing
Madden | Background and Experience
48
$550,000 $750,000 $900,000
C. CASE STUDIES
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Case Studies
Case Studies
Discover Crystal River
John Pricher
Executive Director
john.pricher@visitcitrus.com
352-794-5506
2019–ongoing
South Carolina’s Hammock Coast
Beth Stedman
President/CEO
bstedman@visitgeorge.com
843-546-8436
2019–ongoing
Visit Tampa Bay
Patrick Harrison
CMO
pharrison@visittampabay.com
813-223-1111
2017–ongoing
The following case studies are outlined in this section of the proposal. A variety of team
members contributed to these scopes of work. A full list can be provided upon request.
50
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Case Studies
SITUATION
Discover Crystal River was looking to elevate its brand with new
imagery, messaging, and creative assets. The destination,
located in Citrus County, FL, is home to manatees—an amazing,
yet fragile natural asset. Discover Crystal River wanted to
amplify its brand as the Manatee Capital of the World, while
also pushing education, conservation, and protection.
SCOPE OF WORK
●Integrated Marketing Strategy
●Digital & Traditional Marketing
●Brand Refresh & Creative Asset Development
●Storytelling Creation
CASE STUDY:
DISCOVER CRYSTAL RIVER
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |52
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Case Studies
APPROACH
We analyzed competitors and identified ways to differentiate
the destination. We saw there was an opportunity to highlight
the destination’s assets in inspiring and fun ways. These
insights informed the look, feel, and strategy of our “Step into
Awesome” campaign.
We moved away from uninspiring assets about hiking and
history, and developed visuals of the one-of-a-kind experiences
Crystal River offers—delicious food, up-close manatee
interactions, and world-class fishing. We extended the brand
refresh to all brand pillars, such as fishing, scalloping, paddle
boarding, snorkeling, and fish-to-fork dining. These experiences
were brought to life through thrilling video, inspiring
photography, and dynamic blog content. We also updated
brand colors from bright greens and plain browns to more
sophisticated blue and tan tones.
CASE STUDY:
DISCOVER CRYSTAL RIVER
We deployed an omni-channel marketing strategy to
promote the brand campaign through different stages of
the Traveler’s Journey and to create an integrated brand
ecosystem. This included display ads, social ads, dynamic
blog posts, online video ads, and television ads.
53
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Case Studies
RESULTS
Our work for Discover Crystal River has earned industry accolades for its
overall destination marketing excellence. At the 2020 VISIT FLORIDA Flagler
Awards, our campaign was awarded Best in Show, the top prize in our
budget range, and at the 2021 Adrian Awards, “Step Into Awesome” won
the Bronze award in the Integrated Marketing Campaign (B2C) category.
Madden’s marketing campaign with Discover Crystal River helped the
destination outperform its competitors in year-over-year occupancy rate.
Although occupancy rate decreased throughout Florida due to the
pandemic, Discover Crystal River declined only 11.2 percent in relation to a
33.6 percent statewide decrease.
“I could not be more pleased with the marketing plans and award-winning
ad campaigns Madden has executed for us. The work has set us apart
from our competitors, driven visitors into our community, and increased
awareness of our destination in both drive and fly markets.”
John Pricher, TMP, CDME
Director, Discover Crystal River
CASE STUDY:
DISCOVER CRYSTAL RIVER
54
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
CASE STUDY: DISCOVER CRYSTAL RIVER
Madden | Case Studies
55
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
CASE STUDY: DISCOVER CRYSTAL RIVER
Madden | Case Studies
56
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
CASE STUDY: DISCOVER CRYSTAL RIVER
Madden | Case Studies
57
SITUATION
South Carolina’s Hammock Coast faced two main challenges.
First, no one knew who they were. Second, they needed to
differentiate from Myrtle Beach, SC. Madden set out to create a
new unique brand for the DMO that would help the destination
gain brand awareness, set itself apart from its in-state
competitor, and give it a new, fresh brand identity.
SCOPE OF WORK
●Research and Strategic Planning
●Brand Development
●Creative Asset Development
●Content Development
●Traditional Marketing
●Digital Marketing
CASE STUDY:
SOUTH CAROLINA’S HAMMOCK COAST
Madden | Case Studies
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |59
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
APPROACH
After auditing competitors of South Carolina’s Hammock Coast, we
found that the DMO was marketing to its target audience with old
creative assets and a shabby brand while its competitors were utilizing
modern fonts and logos with high-quality images. A rebranding effort
for South Carolina’s Hammock Coast was badly needed.
CASE STUDY:
SOUTH CAROLINA’S HAMMOCK COAST
Madden | Case Studies
60
Spotlight: Brand Development
We set out to highlight the brand pillars that
differentiated South Carolina’s Hammock Coast
from its competitors: pristine, beautiful beaches, coastal
vibes, laid-back, approachable community, undiscovered,
deep history, enchanting family vacation, upscale yet not
stuffy, outdoor adventures, and wildlife viewing and birding.
Madden’s creative team developed concepts around these
themes for the brand logo, colors, tagline, and creative assets.
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
With a new brand, South Carolina’s Hammock Coast also needed
a new, evergreen brand campaign that was flexible and could be
tailored to their different intent-based audiences. Madden
created the “Little Things, Big Moments” campaign to show the
quiet, laid-back atmosphere of the destination while highlighting
the different experiences.
Once the brand and assets were finalized, we incorporated South
Carolina’s Hammock Coast new visuals and content elements
across all brand channels. We kicked off promotion with social
ads, display ads, and print ads.
CASE STUDY:
SOUTH CAROLINA’S HAMMOCK COAST
Madden | Case Studies
33% open rate
8% click rates
61
Spotlight: Email Marketing
We helped scrub more than 300,000 disengaged
leads, and cultivated relationships with new leads
to drive them to the destination. We used drip campaigns to
ensure these users were interested in visiting the destination.
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
RESULTS
The new brand and integrated marketing campaign generated a positive
impact and grew South Carolina’s Hammock Coast marketing program.
CASE STUDY:
SOUTH CAROLINA’S HAMMOCK COAST
Madden | Case Studies
62
CASE STUDY:
SOUTH CAROLINA’S HAMMOCK COAST
Madden | Case Studies
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
CASE STUDY:
SOUTH CAROLINA’S HAMMOCK COAST
Madden | Case Studies
64
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
CASE STUDY:
SOUTH CAROLINA’S HAMMOCK COAST
Madden | Case Studies
65
SITUATION
Visit Tampa Bay is a top destination offering a combination of
urban and outdoor experiences, but wanted to expand their
targeting beyond family travelers and attract more millennial
visitors. Madden created the “Unlock Your Inner Pirate”
campaign to highlight fun experiences young people can
have in the destination.
SCOPE OF WORK
●Photo and Video Shoot
●Creative Asset Development
●Traditional Marketing
●Digital Marketing
●Event Planning and Execution
CASE STUDY:
VISIT TAMPA BAY
Madden | Case Studies
MADDEN MEDIA CITY OF QUINTA DESTINATION MARKETING PROPOSAL |67
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
APPROACH
We developed the “Unlock Your Inner Pirate” around key
insights into our target audience. We identified key experiences
millennials travel to do, including Instagrammable moments
like hanging around the pool, drinking and eating, and exciting
attractions. We knew to move the needle with advertisements,
we needed to focus on these experiences rather than traits of
the destination.
We produced videos of young people having fun and
experiencing the things they aim to do when on vacation, such
as drinking by the pool, exploring and taking selfies in the city,
eating out, and doing photo-worthy activities like zip lining.
Everything about the video was aligned with this target
audience’s interests, down to the background music emulating
their well-loved music genres.
CASE STUDY: VISIT TAMPA BAY
We deployed these videos across digital and traditional
channels, creating different cuts of the videos that
highlighted different segments of the target audience. It was
also vital to activate interest in Visit Tampa Bay’s key markets.
We worked with local restaurants and bars in Boston,
Philadelphia, D.C., Orlando, and Atlanta to hold brand
takeover activations. Carefully vetted locations served the
clientele the DMO was aiming to reach. In addition to getting
these people to interact with the Visit Tampa Bay brand, we
geofenced each location and delivered remarketing ads to
people who attended the event.
The events also generated organic social media promotion
with users attending the events using branded hashtags.
This built proof through authentic endorsement of the brand
and led to user generated content we could use to compel
other travelers.
Madden | Case Studies
68
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
CASE STUDY: VISIT TAMPA BAY
Madden | Case Studies
69
The website is a one-stop shop for potential residents and
business owners looking to relocate. highlight why Tampa Bay
is a great place to live, work, and run a business. The site
features immersive stories of local Tampa Bay entrepreneurs
and integrates tools like a cost of living calculator and job
search engines.
The site stays true to the Visit Tampa Bay brand. The new
creative features familiar brand elements, from immersive
destination stories and bold colors and design elements.
Economic development ads were deployed across a variety
of digital channels to drive users to the site.
Since the microsite launched, there have been 244,000+ unique
visitors to the page and those visitors spend about 85 percent
more time on that page compared to site averages.
●7,700+ of those visitors went on to read more details about
jobs in the area
●Madden’s marketing efforts have delivered over 46% of
total site traffic
●Average time on page on storytelling pages has far
exceeded site averages—71% greater than site averages
Spotlight: Economic Development
As Visit Tampa Bay’s digital marketing partner, we do
more than leisure marketing. With Tampa Bay primed
for economic growth. Visit Tampa Bay development into one
cohesive message. We took this challenge to create a new
microsite for the DMO, MakeItTampaBay.com.
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
RESULTS
The Unlock Your Inner Pirate campaign generated positive results for Visit Tampa Bay and
helped the DMO break in with younger travelers.
●26,000 attributed room nights
●$1M in-destination spending
●$4.4M hotel revenue generated
●4.5M Connected TV impressions (233% of goal
achieved)
●7M Priceline Impressions (144% of goal
achieved)
●62M Google remarketing impressions (190% of
goal achieved)
●60M Google prospecting impressions (116% of
goal achieved)
●18M Conversant impressions (125% of goals
achieved)
CASE STUDY: VISIT TAMPA BAY
Madden | Case Studies
70
●173% increase in traffic
●13,893 tracked room nights
●$5.2M tracked revenue
●Over 38.9M impressions
●42% increase in intent to travel
●Over 2.4M full video views
●Over 142,000 clicks
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Madden | Appendix
71
Madden | Case Studies
CASE STUDY: VISIT TAMPA BAY
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
●26,000 attributed room nights
●$1M in-destination spending
●$4.4M hotel revenue generated
●4.5M Connected TV impressions (233% of goal
achieved)
●7M Priceline Impressions (144% of goal
achieved)
●62M Google remarketing impressions (190% of
goal achieved)
●60M Google prospecting impressions (116% of
goal achieved)
●18M Conversant impressions (125% of goals
achieved)
72
Madden | Case Studies
CASE STUDY: VISIT TAMPA BAY
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
●26,000 attributed room nights
●$1M in-destination spending
●$4.4M hotel revenue generated
●4.5M Connected TV impressions (233% of goal
achieved)
●7M Priceline Impressions (144% of goal
achieved)
●62M Google remarketing impressions (190% of
goal achieved)
●60M Google prospecting impressions (116% of
goal achieved)
●18M Conversant impressions (125% of goals
achieved)
73
Madden | Case Studies
CASE STUDY: VISIT TAMPA BAY
D. DISCLOSURE
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Disclosure
Madden | Disclosure
Madden has no contract failures, civil or criminal litigation, or
pending investigations to disclose.
75
E. WARRANTY/
GUARANTEE OF WORK
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Warranty/Guarantee of Work
Madden Media warrants that: (a) it and each of its employees,
consultants, and subcontractors, if any, that it uses to provide and
perform Professional Services, has the necessary knowledge, skills,
experience, qualifications, and resources to provide and perform the
Professional Services in accordance with the SOW; and (b) the
Professional Services will be performed for and delivered to
Customer in a good, diligent, workmanlike manner in accordance with
industry standards, laws, and governmental regulations applicable to
the performance of such services.
Madden Media's ability to successfully perform such services is
dependent on Customer’s provision of timely information, access to
resources, and participation. If, through no fault or delay of Customer,
the Professional Services do not conform to the foregoing, and
Customer notifies Madden Media within 10 days of delivery of the
Professional Services, Customer may require Madden Media to
re-perform the non-conforming portions of the Professional Services.
.
Madden | Warranty/Guarantee of Work
77
(a) it and each of its employees, consultants, and subcontractors, if
any, that it uses to provide and perform Professional Services, has the
necessary knowledge, skills, experience, qualifications, and resources
to provide and perform the Professional Services in accordance with
the SOW.
(b) the Professional Services will be performed for and delivered to
Customer in a good, diligent, workmanlike manner in accordance with
industry standards, laws, and governmental regulations applicable to
the performance of such services.
Madden Media warrants that
Madden Media's ability to successfully perform such services is
dependent on Customer’s provision of timely information, access to
resources, and participation. If, through no fault or delay of Customer,
the Professional Services do not conform to the foregoing, and
Customer notifies Madden Media within 10 days of delivery of the
Professional Services, Customer may require Madden Media to
re-perform the non-conforming portions of the Professional Services.
.
F. SUBCONTRACTORS
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Subcontractors
Madden is a full-service agency and will not use
subcontractors.
Madden | Subcontractors
79
G. INSURANCE REQUIREMENTS
MADDEN MEDIA CITY OF LA QUINTA DESTINATION MARKETING PROPOSAL |
Insurance Requirements
Madden currently meets La Quinta’s insurance requirements.
Madden | Insurance Requirements
81
Madden is a full-service destination marketing agency on a mission to
spark imagination, nurture curiosity, and connect consumers to communities.
Our diverse team develops unique, collaborative, creative-driven solutions
for destinations to open minds, remove biases, help strengthen communities,
and lead to a vision of a better future.