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Agency recommends expanding paid media, adding site and email work in 2026
Summary
Madden Media proposed a paid-media-focused plan for Moab's 2026 tourism marketing that shifts budget toward lower-funnel tactics, website landing pages and email nurturing while keeping the paid-media line at roughly $1.2 million.
Madden Media recommended expanding Moab’s paid-media program for 2026 and adding more website- and email-focused work to convert ad impressions into bookings.
Caitlin Green, Madden Media’s media buyer, told the Milan Tourism Advisory Board that 2025 emphasized “awareness and data driven media” and that the agency wants to evolve next year to “more lower funnel tactics” including landing pages, SEO briefs, content creation and email marketing to “drive the traffic down, in the right messaging to the website.”
The agency’s proposed line items discussed during the Sept. 23 budget workshop included a paid-media bucket of…
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