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Discover, Share through Arizona Office of Tourism’s New Interactive Summer Advertising Campaign

June 18, 2012

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Social Media Elements Prompt Travelers to Share Arizona Travel Adventures

This week, the Arizona Office of Tourism (AOT) launches its new interactive summer advertising campaign, Discover a Summer Worth Sharing. Geared to drive in-state travel and increase tourist activities during the summer months, the campaign is the agency’s latest effort in using social media tools such as Facebook, Twitter and Pinterest to encourage travelers to "share" their Arizona travel experience with others to discover.

By uploading photos and posting travel itinerary ideas on the campaign’s website, SummerInAZ.com, travelers engage in conversations about their own adventures throughout the state. This activity provides an authentic element to the campaign, a third party endorsement, which has become an essential component in the promotion of Arizona destinations.

The website comprises five types of travel categories based on what residents enjoy doing during Arizona’s summer months: AZ Explorer, Family Vacationer, Outdoor Adventurer, Urbanite, and Water Enthusiast.  Each “Travel Type” has custom travel ideas of places to go, things to do and even a sample itinerary to experience. Additionally, each category includes a comment section to share travel stories and a photo carousel where visitors are invited to upload their own Arizona travel pictures. Comments and photos are then viewable to anyone visiting the website. SummerInAZ.com is mobile and tablet (i.e. iPad) friendly.

Expanding beyond AOT’s current marketing campaign, which features Arizona’s scenic and iconic landscape, the Discover a Summer Worth Sharing campaign conveys a nostalgic, first-person tone featuring family-style photos of various statewide travel adventures.

“This campaign is a great example of how our marketing efforts are evolving to accommodate the many ways visitors plan their vacations,” said Sherry Henry, AOT director. “Through leveraging social media tools, we can build a more personal campaign approach and give consumers the opportunity to help us tell the world about Arizona’s vibrant travel destinations.”

In addition to the social media component of the campaign, Discover a Summer Worth Sharing is supported by advertising efforts including: print, radio, cinema, outdoor, mobile ads, banner ads and pay-per-click (PPC) search.  AOT will target the campaign message throughout the state, with an emphasis in the Phoenix and Tucson visitor markets.  Additionally, AOT will target the Los Angeles (LA), California visitor market with digital advertising efforts, extending the reach of the campaign into a prime drive market. Industry research indicates that the LA market enjoys traveling to Arizona’s west coast and northern region during the summer months.  The campaign begins mid-June and will run through the end of August.

“Throughout the year, millions of national and international visitors enjoy our state’s vibrant destinations, from outdoor adventures, cultural experiences and urban activities,” continued Henry. “This campaign works to remind Arizona’s residents of what there is to experience in their own state and share that with others.”

AOT collaborated with the Moses Anshell marketing and advertising agency as well as with the Off Madison Avenue marketing firm on the concept, design and execution of this campaign.

AOT works to strengthen the economic impact of the Arizona travel and tourism industry. Each year, millions of visitors experience the Grand Canyon State as a travel destination. In 2010, nearly 37 million visitors spent $17.7 billion throughout the state, contributing nearly $46 million each day into Arizona’s economy.

The industry, which produces revenue in all 15 Arizona counties, is also responsible for generating $2.5 billion in local, state and federal tax revenues. This equates to more than $1,000 per Arizona household. Additionally, the Arizona tourism industry employs more than 152,000 Arizona residents. Combined with the secondary employment that is generated, more than 290,000 Arizona residents are impacted by this dynamic industry throughout the state.


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 www.azot.gov.

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