New advertising campaign to 'show off' Arizona as travel destination | Arts & Culture
The following is from a news release by the Arizona Office of Tourism:
The National Advertising Campaign:
From the Grand Canyon National Park to the Saguaro National Park, Arizona’s iconic scenic beauty will be displayed throughout national media placements encouraging travelers to choose Arizona as their vacation destination. AOT’s In-One-Word— Arizona campaign was built to reflect the State’s marketing brand promise, Inspiring Unforgettable Southwest Moments. Accompanying each distinctive image is one single word inspiring visitors to discover more about Arizona. The result is engaging campaign imagery that showcases the diverse and unforgettable Arizona landscape. Previously, this campaign was used in select cities to promote Arizona. However, as a result of an increase to the agency’s budget, AOT has expanded the In-One-Word— Arizona campaign from a targeted city approach to nationwide placement.
“We are excited to be back in the national market where we can really increase the awareness of Arizona as a vibrant travel destination and influence even more people to visit the Grand Canyon State,” said Sherry Henry, AOT director. “Arizona benefits immensely from the travel and tourism industry. It generates jobs, earnings and taxes, while contributing to public services that improve our quality of life.”
Designed to reach the target demographics of affluent Baby Boomers and Generation Xer’s, two visitor segments that research has shown to have a high propensity to travel to Arizona, this national campaign, which officially launches Wednesday and will run through March 2013. Ads will appear in national media outlets such as TV (The Travel Channel, the Weather Channel), print publications (Architectural Digest, Food and Wine, Travel & Leisure, etc), national newsprint (USA Today and Wall Street Journal) and online placements (Expedia, Orbitz, etc).
Viewers of the campaign are encouraged to visit AOT’s consumer travel website arizonaguide.com to receive additional information about travel opportunities throughout the state.
International Advertising Campaign:
To extend AOT’s consumer marketing efforts into Canada and Mexico, two of Arizona’s largest international visitor markets, the agency is forging a new partnership with Brand USA.
“Nearly five million international visitors experienced Arizona as a travel destination in 2011. Sixty-seven percent of that total were visitors from Mexico and 15 percent were visitors from Canada,” continued Henry. “Investing in this program with Brand USA will further extend our messaging to attract international visitors who tend to plan for longer vacation stays, see more of Arizona while they are here, and as a result, inject more money into local and state economies.”
As one of Arizona’s most impactful economic drivers, the Arizona tourism industry brings millions of visitors annually to the Grand Canyon State. In 2011, nearly 38 million visitors spent $18.3 billion throughout the state, contributing nearly $51 million each day into Arizona’s economy.
The industry, which produces revenue in all 15 Arizona counties, is also responsible for generating $2.7 billion in local, state and federal tax revenues. This equates to more than $1,030 per Arizona household. Additionally, the Arizona tourism industry employs more than 157,700 Arizona residents. Combined with the secondary employment that is generated, nearly 300,000 Arizona residents are impacted by this vibrant industry throughout the state.
For more information on AOT’s marketing efforts and/or research and statistics, visit azot.gov. For more information on the Arizona travel experience, visit arizonaguide.com.