ART DIRECTION | GRAPHIC DESIGN | CAMPAIGN | TRAVEL & LEISUREReframing Arizona Through Unexpected Storytelling
The project
Expand Arizona's perception beyond the Grand Canyon and inspire travelers to explore more of the state's diverse landscapes, experiences, and destinations. The campaign targeted six key feeder markets: Dallas, New York, Minneapolis, Denver, Chicago, and San Francisco.
The Challenge
Research showed that many travelers viewed Arizona through a narrow lens, associating the state almost exclusively with Scottsdale, or the Grand Canyon, and extreme summer heat. This limited perception reduced consideration for other destinations across the state, resulting in missed tourism revenue for local communities and businesses.
The Strategy
Rather than competing for attention by promoting individual attractions, we repositioned Arizona around an emotional benefit: a place to escape and breathe.
Audience insights revealed that travelers in dense, fast-paced metropolitan areas were seeking opportunities to disconnect and recharge. We built the campaign around Arizona's expansive landscapes, quiet moments, and unexpected natural beauty, shifting the conversation from "What can I see?" to "How will I feel when I'm there?"
To maximize impact, we developed a cohesive creative system that translated seamlessly across every stage of the customer journey, from awareness to inspiration.
The Solution
Created an integrated, multi-channel campaign spanning high-impact out-of-home placements, television, paid and organic social media, and experiential activations. The campaign featured immersive photography and storytelling designed to stop viewers in their tracks while introducing them to the breadth of experiences Arizona offers beyond its most recognizable landmark.
The campaign appeared across double-decker bus wraps, billboards, digital newsstands, solar recycling kiosks, interior transit displays, television, social media, and a full takeover of Chicago's Victory Plaza, delivering a consistent brand story wherever travelers encountered it.
Impact
Impact
2,000 travelers
from New York visited Arizona
400+ users
visited featured Arizona State Parks using the Visit Arizona app
$200 in revenue
generated for every $1 invested
Looking for help with your next project?
Testimonial
She has a good pulse for what people want and what will grab attention, all while staying true to the spirit of the piece. Her ability to translate direction, even cloudy or conflicting direction, into a final, cohesive and on-brand creative shows sophistication and talent beyond her years. Finally, she takes each project on as a challenge and with energy regardless of how small or mundane it might be.
— Courtney D. (Marketing Director)