The Challenge

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.

How We Solved It

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.

The Result

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.