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Master Your Inner Vacation through Arizona's New Ad Campaign

January 08, 2013

Chicago web

Creative Campaign Targets Cold-Weather Cities, Encouraging Immediate Travel to Arizona

Through a new, innovative advertising campaign the Arizona Office of Tourism (AOT) is encouraging travelers to “master their inner vacation” by finding their Arizodiac sign. Launched in January, the two month-long campaign is designed to complement AOT’s current national campaign, by targeting the cold-weather cities of Chicago, Denver and Minneapolis. Arizodiac playfully encourages travelers in these cities to plan out their vacations to Arizona with activities they enjoy.

Steeped in southwestern philosophy, the Arizodiac is a traveler’s interactive guide to discovering Arizona destinations and activities unique to their traveling personalities. The Arizodiac  is comprised of 12 Arizona-related animals. Travelers can choose which animal sign best represents their personal traveling characteristics and learn more about how to experience Arizona as a vacation destination.

For example, travelers can choose to be a Javelina, which captures family travelers. Those identifying with this animal are then served unique family adventures in Arizona such as paddling in the Colorado River with Yuma River Tours or having an out-of-this-world time at the Challenger Space Center. Another example is a Coatimundi, which caters to travelers interested in unique dining, and offers suggestions such as The Sedona Fudge Company, local cuisine at El Charro Café, or the tasting room at Alcantara Vineyards. Or they can even be a Jackrabbit, which is an active traveler eager to discover Arizona through exciting outdoor activities such as mountain biking on Alta Trail or backpacking in Mooney Falls.

“The Arizodiac  is a fun way to interact with travelers who want to learn more about how they can enjoy travel adventures throughout the Grand Canyon State that meets their specific vacation interests,” said Sherry Henry, AOT director.  “We want to encourage travelers in these cold-weather cities to break away from every day stress and rejuvenate their spirit in Arizona.”

The new campaign was geared specifically for Chicago, Denver and Minneapolis as industry research indicates residents in these cities have the highest propensity to travel to Arizona during the winter season, and are familiar with AOT’s current national advertising campaign, In One Word - Arizona. This campaign will be marketing to these cities with placements in outdoor, TV, newsprint and online advertising placements. AOT collaborated with the Moses 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 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 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, more than 300,000 Arizona residents are impacted by this dynamic industry throughout the state.

For more information on AOT’s marketing efforts and/or research and statistics, visit To find your Arizodiac sign visit ARIZODIAC.COM, and discover destinations and activities unique to you.

View the :30 commercial spot

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.  For information on AOT’s program of work, research and media plans, visit For information about Arizona travel experiences, visit or

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