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Tourism alliance unveils brand study: Madison seen as scenic, friendly; awareness lower with Gen Z
Summary
The Jefferson County Tourism Alliance and tourism staff presented a brand image study to the board on July 21, finding high favorability among people familiar with Madison but lower awareness among Gen Z and millennials.
The Jefferson County Tourism Alliance (JCTA) and tourism staff presented a brand image study to the Board of Tourism on July 21. Presenters said the research shows travelers familiar with Madison rate it highly — describing the community as scenic, friendly and a “weekend getaway” — while noting lower awareness among younger cohorts such as Gen Z and millennials.
Presenters described the study as a foundation for reshaping marketing strategy. Findings cited in the meeting included a large…
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