Art Direction | Graphic Design | Campaign | Travel & Leisure
[UN] Real Arizona Campaign: Arizona Office of Tourisum
The Project
The goal of this campaign was to tap into existing travel motivations and reposition Arizona as a top-of-mind destination beyond just the Grand Canyon. We focused on six key markets: Dallas, New York, Minneapolis, Denver, Chicago, and San Francisco.
The Challenge
The Arizona Office of Tourism found that most people only associated Arizona with the Grand Canyon and extreme summer heat. This limited perception meant that visitors weren’t exploring beyond a single attraction, which led to missed opportunities for economic impact across the state.
My Approach
Because the target cities were all high-traffic, busy cities, the focus was to showcase the relaxing side of Arizona and the natural beauty of the state.
We brought this story to life through stunning, immersive visuals that ran across nearly every major channel; double-decker bus wraps, billboards, solar recycling kiosks, digital newsstands, TV commercials, organic and paid social, interior video displays, and a full takeover of Chicago’s Victory Plaza.
The visuals of this campaign were meant to take the viewers’ breath away by showcasing the unreal landscapes across the state.
Impact:
Visitation from New York alone increased by nearly 2,000 travelers.
Over 400 users of the Visit Arizona app visited the state parks featured in the creative.
For every $1 spent, the campaign generated $200 in revenue for the state.