Arizona tourism agency launches digital-heavy campaign

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The Arizona Office of Tourism launched its annual campaign on November 8 to attract visitors to the state. The $3 million “In One Word - Arizona” effort includes digital, pay-per-click, out-of-home, mobile, print, TV, radio and video-on-demand elements.

The tourism organization worked with in-state marketing and advertising agency Moses Anshell on the creative aspects and with Mighty Interactive on the campaign's digital components. The initiative will run through May 2011.

“The main goal is to introduce people to or remind them about the attraction of Arizona,” said Kiva Couchon, communications manager at the Arizona Office of Tourism. “We want to show people that it's a wonderful destination and they need to see and experience it for themselves.”

She added that the campaign will use a significant amount of digital components, including social media. The organization will also use mobile sponsorships, banner ad placements, an interactive map and pay-per-click programs, said Couchon.

The campaign features the state's major attractions, including Grand Canyon and Saguaro national parks, and Monument Valley. Couchon noted that recent boycotts of Arizona, protesting an immigration law enacted there this year, were not a factor in the campaign's creation, as it is an annual campaign.

The organization's main target audiences are Baby Boomers and members of Generation X who reside in Chicago and Los Angeles. Couchon said the organization's research determined that people in these markets are most likely to travel to Arizona. Out-of-home creative will run in those two markets.

Overall, the group is targeting 25 US markets, including New York, Denver, Seattle and San Francisco.

The tourism agency will track all digital initiatives, measuring success based on click throughs and other metrics.

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