New Winter Visitors
The Arizona Office of Tourism wanted to boost awareness and consideration among travelers from New York and Chicago. However, recent research revealed our target audience held a number of perceptual barriers about the state, including Arizona being viewed as “unwelcoming.”
So, we set about the task of creating a target-market campaign that would not only achieve the primary objectives of boosting awareness of and intent to visit Arizona, but an idea that would also build positive brand equity and a true affinity for State 48.
Sunshine to Share
People hate winter. And boy, do they love venting on social media about it. Which made it the perfect time to insert the idea of a sunny escape to their consideration set. Enter Arizona. With an average of 313 sunny days each year and winter temps hovering around 70°, Arizona not only has sunshine to spare—it has sunshine to share.
This social media driven effort sought to surprise people in the midst of a cold, lingering winter.
The campaign was led by a hero launch video, localized for each city. Then we weighed in on the social conversation in real-time with little pieces of “sunshine”—a.k.a. personalized meme replies, lighthearted jokes and select gifts from key stakeholders in Arizona. For instance: food and flower deliveries, spring training tickets and a chance to experience some of that sweet-sweet Vitamin-D with airfare vouchers and luxurious resort stays.