Awareness of Madison is continuing to grow at SXSW, thanks in part to the annual efforts of the Greater Madison of Chamber of Commerce.

For example, Chamber President Zach Brandon and Vice President Kevin Little, along with American Family Insurance, co-hosted a party for 100 to “actively tell our story,” according to Little.

Local startups and organizations that attended the event include Redox, Adorable.io and 100State.

“Having our companies in attendance is also the best way to tell our story,” Little said. “You expect the Chamber guy to say ‘Greater Madison is the best place in the world to invest,’ but it’s more meaningful coming from the people already doing it.”

Brandon also was a coach for the Health and Wearable Technologies track of the SXSW Accelerator and the head coach for the Impact Pediatric Health competition. That gave him the opportunity to meet promising talent and network them into the Madison ecosystem, Little said.

Little anticipates a result of the chamber’s efforts will be more visitors from around the county coming to Madison.

“The more we travel with purpose, the more recognition Greater Madison will receive not just as a great place to live, but also a great place for industry and innovation,” Little said.