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Arizona Office of Tourism Launches National, International Ad Campaigns Promoting Arizona as Top Travel Destination
November 06, 2012
Efforts Mark Agency’s Return to National and International Campaign
This week, the Arizona Office of Tourism (AOT) launches both national and international advertising campaigns promoting Arizona as a world-class, travel destination. The campaigns mark the return of AOT’s promotional efforts to a national and international audience after a two year absence due to reductions in statewide resources. Both campaigns are a part of AOT’s larger program of work to increase visitation and visitor spending to benefit Arizona’s economy.
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.
Established by the Travel Promotion Act in 2010, Brand USA, through its call-to-action— DiscoverAmerica.com—is leading the nation's first global marketing effort to promote the U.S. as a premier travel destination and communicate U.S. entry/exit policies and procedures. Brand USA works in close partnership with the nationwide travel and tourism entities to maximize the economic and social benefits of the travel and tourism industry. AOT is participating in Brand USA’s co-operative advertising opportunity, which will leverage a 30 percent match program enhancing AOT’s international consumer advertising budget.
“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.
Brand USA was established by the Travel Promotion Act in 2010 to spearhead the nation's first global marketing effort to promote the United States as a premier travel destination and communicate U.S. entry/exit policies and procedures. Formed as the Corporation for Travel Promotion, the public-private entity began operations in May 2011 and does business as Brand USA. For information, visit www.thebrandusa.com.
About Arizona Office of Tourism
Created as an executive agency in 1975, the Arizona Office of Tourism is charged with enhancing the state’s economy and the quality of life for all Arizonans by expanding travel activity and increasing related revenues through tourism promotion and development. For information on AOT’s program of work, research and media plans, visit www.azot.gov. For information about Arizona travel experiences, visit www.arizonaguide.com.