Category: Cases

Falcon specializes in commercial pool design, construction, and maintenance in central Florida. Decades of industry leadership afford the company reference status for all things pool related. Their portfolio boasts contracts at the main Disney parks, Universal Studios, Legoland, and numerous other amusementparks. They flex their waterpark muscle at Volcano Bay, and showcase contemporary pool architecture at hotels including Hilton, Marriott, and Hyatt.
Rather than hanging its hat on previous laurels- a pitfall of many successful companies- Falcon worked with MaduMedia to renew and modernize its image both on and offline to maintain its leading market position.
We analyzed Falcon’s history, their procedures behind the scenes, the behavior of employees, and, of course, their positioning in digital media.
Our first task put the company’s desire for renewal on display, literally! We updated their falcon logo representing the company for more than ten years.
Balancing novelty with continuity of identity, we modernized the logo colors and adapted its original concept through the Golden Ratio in design, shining a new light on the hawk symbol that has long represented the company.
We then focused on building digital content. We launched a modern and more informative website with exclusive photos and insights about the world of swimming pools. This website section created a theme for ongoing social media content creation. Not only did this theme build artistic social media content; it fostered organic connections among travel industry professionals and tourists alike, helping to build a previously untapped platform for Falcon’s clients to showcase their pools to tourists.
We further focused on “outreach” content for the broader community to bolster a public perception of goodwill surrounding the company. For example, we published pool safety tips for parents and children, strategies to mitigate slip and fall risk for the elderly, and how to properly clean and maintain home pools.
We also shared information about equipment, accessories, family games and much more; Falcon’s content about swimming pools now delves far beyond chemicals and basic maintenance.
In addition to paving new directions for Falcon’s digital content, we focused on their human resources to revamp employee culture. To us, the pool is synonymous with family fun and it was exactly these concepts- family and funthat we instilled into Falcon’s company philosophy. We created new uniforms for all employees, supported their understanding of the company’s services and products, and wrapped company vehicles in fun artwork. We created personalized kits and gifts for account managers to present to their clients, as well as promotional products with the Falcon brand; we designed and distributed buoys, parasols, cup holders, caps, and much more.
We hosted campaigns and photo-ops at famous pools. These campaigns supported Falcon’s social media profiles to organically transform into information and entertainment channels, with beautiful photos, broad travel and tourism content, and even insider information about famous Disney pools.
This project involved a transformation from the inside out. New digital content, refreshed workplace culture, and freshly uniformed employees and cars all became promotion tools. New clients have consequently sought the services of Falcon, and the company remains the pool management leader in the Sunshine State.

Vitor Belfort is one of the most celebrated names in the world of modern mixed martial arts.  Following years of international fame and a decorated career in the Ultimate Fighting Championship, Vitor pivoted into the similarly competitive world of public fitness center ownership. 

The first Belfort Fitness Lifestyle studio opened in Miami, FL, in 2017.  From initial conception to ribbon cutting, Madu Media ensured this flagship location found stable footing and maintained an exemplary course for expansion and franchising.

This project presented exciting challenges from a marketing standpoint.  Victor and his wife, Joana Prado, both represent established brands in and of themselves on social media and in business, yet Belfort Fitness Lifestyle was a new start-up without an established business model, market share, or marketing strategy.  It needed its own brad and culture.  Thus, we were faced with the challenge of utilizing the owners’ reputations without overshadowing or restricting their future directions. 

Our first meeting with Vitor and Joana was a knockout.  Together, we envisioned a campaign to present Belfort Fitness Lifestyle as a new gym concept for the whole family. Combining Vitor’s athletics with Joana’s vision, we presented a gym with an atmosphere of community, motivation, and capacity to change lives. 

We blended the owner’s popular appeal with organic community culture.  This strategy fostered a welcoming atmosphere for both men and women.  It attracted customers of all fitness levels and backgrounds, in addition to those who follow Vitor and mixed Martial Arts. 

We developed a responsive website and platform for enrollment, a class scheduler, and a dashboard for clients to monitor performance. We also featured content about physical and mental health, as well as tips on nutrition and well-being from specialists.

In social networks we shared imagery of balance, health, and inclusion.  We also emphasized hopefulness and confidence, addressing the large cohort of potential clients experiencing obesity, and those with health problems who may not know where to start or lack the confidence to find a new lifestyle.

Throughout the process, we spearheaded and managed digital marketing strategies, public relations, and media purchases.  We created and distributed pamphlets, posters, and billboards at strategic points in Miami and the surrounding region.  For additional community exposure, we created products with the Belfort Fitness Lifestyle brand, including bottles, caps, and t-shirts with impact phrases.  Items could be purchased through the website or at the gym.  We encouraged sales of these items to bolster the BFL community, which together strives for improved health and inclusion.

We also directed promotions to attract students and young professionals, for example, by developing incentive campaigns in schools and companies in the region.  We furthermore organized strategic events and partnered with TV programs, newspapers and magazines.

Including the Belfort family in some of our campaigns scored additional credibility and celebrity points.  Vitor and Joana’s three children are known athletes in the United States, so we took advantage of their ability to also attract younger people seeking a new lifestyle.

Within a few days of opening, the gym had already had a significant number of members, exceeding all expectations.  A year later Vitor and Joana opened the second unit of Belfort Fitness Lifestyle in Florida.

Azul Viagens is the tour operator of one of the largest airlines in Brazil, Azul Airlines.  A household brand in tourism and hospitality, Azul Viagens provides travel planning services for millions of customers annually, both online and at airport stores.  Madu Media was selected to launch the first Azul Viagens store in The United States.  

We were honored to tackle the challenge of introducing this primarily Brazilian brand to the American public in one of the top destinations in all of USA, while maintaining its appeal to the 450 thousand Brazilians living in the United States.

Our marketing strategy combined the typical with the unique.  We complimented broad social media work with an unprecedented partnership with Orlando City SC, a major league soccer team that represents the Brazilian passion for the sport in the United States.  We leveraged this cultural connection to associate the passion and excitement of soccer matches with that of travel with Azul Viagens.  We sponsored an official spectator section in the stadium to create the “crowd of Azul Viagens”, a large section of fans decked out in the Azul brand clothing, together watching the team shine.
In the social sphere, we organized an event featuring lectures by renowned doctors, businessmen, and celebrities to talk about the importance of breast cancer prevention.

We created packages, offers, and creative campaigns both on and offline to capture the attention of Brazilian, American, and foreign travelers. Our services included website development, public relations, content creation, administration of social networks, creating and distributing newsletters, organizing events, purchasing media, and producing videos.

Through our efforts, Azul Viagens’ “trusted reference” status in South America rapidly translated to The United States.