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Arizona Office of Tourism Receives Prestigious Mercury Award for Visitors Guide

August 16, 2010

Agency’s Official State Visitors Guide Takes Top National Honor

The U.S. Travel Association (USTA) recognized the Arizona Office of Tourism (AOT) as a leader among state and territory tourism offices by presenting the agency with a prestigious Mercury Award, for the 2010 Arizona Official State Visitors Guide  (OSVG) as the Best Print Visitors Guide in the nation.

Through dynamic travel articles and vibrant imagery, the OSVG has become one of AOT’s most useful traveler resources that informs, entertains and encourages readers to discover why Arizona is a premier vacation destination. The guide serves as the agency’s central consumer fulfillment tool. Additionally, the OSVG was developed in collaboration with AOT’s industry partner, Tucson-based Madden Media.

The Mercury Award is a national program that was initiated by the National Council of State Tourism Directors, an industry council of USTA.  It was created to recognize USTA members for excellence and creative accomplishment in state tourism marketing and promotion. These awards also showcase outstanding work and the continued development of truly imaginative and exciting destination marketing and promotion programs. AOT Director Sherry Henry accepted the award during the annual Education Seminar for Tourism Organizations (ESTO) conference on August 10 in Savannah, Georgia.

“I am honored that the Arizona Office of Tourism was selected to receive such an esteemed award,” Henry said.  “Arizona’s Official State Visitors Guide is a collaborative effort and everyone involved deserves to be recognized for their hard work and dedication to promoting the Grand Canyon State.”          

 Fully supported by advertising dollars, the Arizona Office State Visitor’s Guide was produced at no cost to the state.  Formatted in the style of a magazine, the articles are written by Arizona-based writers who infuse their travel experiences into the many articles written about tourist destinations located throughout the Grand Canyon State.  The articles celebrate Arizona’s wonderful tourism assets including scenic road trips, local cuisine, outdoor adventures, Native American heritage and Wild West history.          

More than 450,000 copies were published along with 500,000 accompanying comprehensive maps. Complimentary copies of the guides and maps are distributed in response to the agency’s consumer advertising campaigns, as well as to travel industry partners and at visitor information centers located throughout the state.

The guide is available to download at To obtain a complimentary copy of the 2010 Arizona Official State Visitor’s Guide, log on to or call the Arizona Office of Tourism at (866) 298-3312.


About the U.S. Travel Association

The U.S. Travel Association is the national, non-profit organization representing all components of the $704 billion travel industry. U.S. Travel's mission is to increase travel to and within the United States. For more information, visit  


About Arizona Office of Tourism

Created as an executive agency in 1975, the Arizona Office of Tourism is charged with enhancing the state economy and the quality of life for all Arizonans by expanding travel activity and increasing related revenues through tourism promotion and development. AOT works to serve the Grand Canyon State’s travel industry and related businesses, the traveling public, and the taxpayers of Arizona. For more information, visit


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