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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 share of repeat visitors in a random sample (about two-thirds were repeat guests) and that many respondents first heard of Madison through family or friends. The research used two pools: a 1,500-person random sample and a 615-person sample drawn from VMI subscriber leads; the VMI pool skewed older while the random sample skewed younger.
Why it matters: the study gives staff and alliance partners data to refine target audiences, messaging and media buys. Presenters suggested emphasizing emotional storytelling around riverfront charm, historic assets and wellness tourism while exploring new outreach in nearby metropolitan markets where awareness lagged — notably Cincinnati in the study results.
Actions taken and next steps: staff reactivated the JCTA website to host the study and past research reports, and said partners can use those materials for grant writing and reporting. Staff described potential shifts in marketing channels, including a dedicated email from Visit Indiana with a large subscriber base, experimentation with seasonally updated digital guides, and continued use of targeted direct-mail and print pieces with adjusted timing.
Board and alliance members discussed next steps such as roundtable deep dives and partner workshops to convert the study’s findings into coordinated marketing and referral strategies. No formal policy change was voted on; staff asked partners to review materials on the JCTA site and suggested convening industry partners for follow-up sessions.
