Blake Lofgren Matthew Spathas

 The Arizona Office of Tourism (AOT) developed the campaign:  In One Word - Arizona (In One Word Arizona)In One Word Arizona  Will run from November 2010 to May 2011, and appear primarily in the Chicago and Los Angeles markets  These cities we chosen because they are Arizona’s major feeder markets for prospective visitors

 “In 2009, more than 35 million people experienced Arizona as an exciting travel destination and contributed nearly $17 billion to our state’s economy”  Arizona tourism produces revenue in all 15 Arizona counties and employs more than 150,000 Arizona residents  More than 290,000 Arizona residents are impacted by this dynamic industry throughout the state

 Build on the state’s brand and feature some of Arizona’s most recognizable attributes and visitor attractions:  Grand Canyon National Park, Monument Valley, Sedona, and Saguaro National Park  Accompanying each distinctive image will be one single word inspiring visitors to discover more about Arizona ▪ Grand, timeless, serene, unexpected  Viewers of the campaign will be encouraged to visit AOT’s consumer travel Website to receive more information about travel opportunities in Arizona.

 The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospect or customer

 Use traditional media such as print, radio and video-on-demand and commercials.  Goal is to extend the campaign beyond the two primary target cities by using:  online applications including mobile sponsorships, unique banner ad placements, an interactive map, social media and pay-per-click programs

 Place “wallscapes” on buildings throughout Chicago and Los Angeles to showcase the campaign images  Several versions of the ad will appear on the online boarding passes of several major airline carriers in the nation

 Print ads will appear in Budget Travel, National Geographic Traveler, Chicago Magazine, Chicago Tribune, Los Angeles Magazine, Los Angeles Times and several other travel magazines.  Television spots will appear on several outlets including CNBC; CNN; ESPN; Golf Channel, History Channel; MSNBC, and the Travel Channel

 The campaign uses multiple direct marketing approaches to extend its reach  It will encourage repeat visits by reminding visitor’s of Arizona’s many natural attractions  Uses the 2-step approach  Print ads, TV, wallscapes, radio, online apps and social media lead to

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