Madison has recently been moving up the ranks as one of the country’s most sustainable cities. Often thought of as a “college town” instead of a savvy vacation destination, they needed help getting the word out to eco-conscious travelers. They hired HoneyTrek to show people how cool their sustainable offerings could be. Starting by embracing the slow travel and digital nomad movement, Mike & Anne rented an apartment for two weeks of thorough exploring and living like a local. They used that extra time to seek out top-notch plant-based restaurants, vintage shopping, farmers’ markets, outdoor recreation options, eco-friendly transportation, and small businesses with a give-back component. So when a traveler is looking for where to stay, eat, drink, and play, they can look to HoneyTrek’s content to discover options that are as good for the community and planet as they are for good times. Taking it a step further, Mike & Anne volunteered on two occasions and their voluntourism efforts even made the local news, showcasing HoneyTrek as the prime example of this travel trend.
Doing everything from joining a yard work party at the Arboretum to trying aerial silks at the non-profit Madison Circus Space, the unexpected nature of their content gained a lot of attention! Their campaign reached 439,383 people with 24,032 positive engagements, spreading the love for Madison, Wisconsin.
Below is a sampling of the 151 pieces of content Mike & Anne created for Destination Madison across HoneyTrek’s website, social media platforms, Happy Cow, and NBC Madison.
Blog: Fun Things to Do in Madison for Sustainable Travelers
In 4,500+ words, 60+ photos, and 4 videos, HoneyTrek created the Ultimate Madison Travel Guide for eco-conscious travelers. Sharing practical advice, interesting anecdotes, and heartfelt stories from their wanderings, this blog serves as an evergreen resource for anyone curious about the area and reducing their carbon footprint. In the first two months, the blog has received 21,270 viewers, and with HoneyTrek’s domain authority of 53, it will continue to reach travelers and boost the SEO juice for Destination Madison for years to come.
Social Media Storytelling
From photo galleries to videos, here is a sampling of their Destination Madison social media content across Instagram, Facebook, Twitter, TikTok, and YouTube. Using the #DestinationMadison hashtag and @mentioning related partners, HoneyTrek extended the reach and engagement of each post.
Creating two 10-photo/video galleries, and an IG reel, HoneyTrek showcased the breadth of Madison. To further the visibility of their “Best Vegan-Friendly Restaurants in Madison” reel, HoneyTrek collaborated with Happy Cow (The world’s #1 vegan platform) to share this content with 213,000 additional followers.
HoneyTrek has a particularly large Facebook audience in the travel influencer space, so to get the message out about sustainable Madison, they did a micro-blog/robust gallery about the best sustainable things to do and it reached over 62,000 people.
X / Twitter
Capitalizing on X’s newsworthy nature, HoneyTrek did its first Madison-related post on World Vegan Day to maximize reach and three more posts to keep the conversation going about sustainability in various capacities, from the city’s extensive biking trails to their largest producer-grown farmer’s market in the USA.
YouTube Shorts
Always willing to try new adventures and never afraid to poke fun at themselves, HoneyTrek took their first class on aerial silks and videoed the whole experience. They leveraged Madison Circus Space’s expertise and Mike & Anne’s newbie status to highlight this nonprofit as the ultimate space for fun and inclusivity in the circus arts.
TikTok
Tapping into the TikTok craze and younger demographic, HoneyTrek crafted a series of posts with creative graphics, typography, music, and effects.
Instagram Stories
Going above and beyond the proposed 45 Instagram Stories, HoneyTrek created 62 pieces of multi-media content on this platform, with Facebook syndication. Rather than let the posts (seen below) disappear after 24 hours, HoneyTrek created this Madison Wisconsin Highlight Reel for travelers to browse and interact with the content for years to come.
HoneyTrek’s Madison Experience on NBC!
Destination Madison was a savvy partner and asked us if they could pitch our voluntourism to the local NBC station. We were more than happy to do an interview and send footage for this five-minute segment. Give it a watch!
Professional Photography
Taking over 4,000 photographs during their two-week stay, HoneyTrek curated those photos down to their top 100. Madison was entitled to five photos with unlimited usage rights and received heavy discounts for any additional photography for their marketing purposes.
HoneyTrek Gives Back
For every destination marketing campaign that HoneTrek executes, the Howards promote, personally volunteer, and donate 5% of gross campaign revenue to nonprofits that benefit the regions and communities they visit. In Madison, they helped the following organizations: Sustain Dane, Olbrich Botanical Gardens, and The Clean Lakes Alliance by donating $550 to these causes, driving awareness via social media promotion, and volunteering with Olbrich and the Arboretum. HoneyTrek hopes to set an example for influencers, tourism boards, and travelers alike to make giving back part of every well-rounded trip.
“ Mike & Anne’s commitment to capturing the essence of our city was evident in the comprehensive and insightful coverage they produced. HoneyTrek’s creativity and attention to the little things shine through in its content, which will serve as a valuable resource and inspiration for anyone planning to visit Madison for years to come. Working with HoneyTrek was a pleasure, and I highly recommend them for any project that requires a dedicated, resourceful, and creative duo. The Howards’ passion and the quality of their work make them an asset to any community or hospitality-focused business.”
–Rob Gard, Director of Communications & Public Affairs, Destination Madison
To access the full metrics from our Destination Madison editorial and marketing campaign, email Partnerships@HoneyTrek.com