The Edgewater Hotel

The Edgewater is a historic property located on the waterfront of Lake Mendoza in Madison, WI. This luxury hotel features over 200 guest rooms, a pier, several restaurants and lounges, a full-service spa and expansive facilities for meetings, events and weddings.


Although The Edgewater boasted a storied history and prime location in Madison, in recent years business had been declining. After extensive renovations to the hotel, and a plan to roll out several community-focused events on the plaza in front of the pier, Hutchinson was tasked to reposition the property as a place for locals to gather – in addition to being THE place to stay in Madison for visitors.


Using the existing tagline, ‘Madison’s Place’, which still embodied the new positioning, Hutchinson developed a brand-new campaign that focused on the range of offerings for both locals and visitors. Each eye-catching layout features a dual image, enhanced by headlines with clever contrasting words and phrases. Photography centers around the unique location, events and amenities that set The Edgewater apart.


After two years of this new business strategy and marketing campaign, The Edgewater has quickly regained and surpassed its long tradition of being the gem in Madison’s crown, drawing record crowds to plaza events all year long, and sparking new growth for guest bookings, weddings and meetings.