PHOENIX (October 29, 2014) – The Arizona Office of Tourism (AOT) has officially launched its national travel advertising campaign, “Let Yourself Go.” This campaign is an extension of what the agency launched last year, which generated more than six million unique visits to AOT’s consumer website, visitarizona.com, last year. The national campaign is the first of five major marketing promotions annually produced by AOT to inspire travelers to visit the Grand Canyon State.
“Arizona’s tourism industry is an essential economic component of our state’s economy,” said Sherry Henry, AOT director. “As a result of successful campaigns like our national promotion, we have been able to introduce millions of travelers to Arizona’s vibrant travel destinations, motivate them to visit our great state and encourage that visitor spending which benefits us all.”
The six-month campaign kicks off in October with a strong effort to get travelers to discover Arizona’s unique travel adventures found across the state. The campaign is geared toward Baby Boomers between the ages of 49-55 and GenX/Millenials between the ages of 30-48. Ads will appear in national media outlets such as television, magazines, and newsprint. It will also be supported by various online marketing efforts to further motivate travelers to visit Arizona.
Ads display Arizona’s iconic and unique scenery such as the Grand Canyon National Park and Sedona, along with some of Arizona’s more cultural destinations including San Xavier del Bac Mission (Tucson) and Bisbee. Travel consumers are directed to AOT’s consumer website, visitarizona.com for further information on what to see and do throughout Arizona.
AOT collaborated with Off Madison Ave advertising firm on the concept, design and execution of the campaign. The campaign will run October 2014 to March 2015.
Serving as a major revenue generating agency for the state, AOT works to strengthen the economic impact of the Arizona travel and tourism industry through promotion and marketing efforts. Each year, millions of visitors experience the Grand Canyon State as a travel destination. In 2013, more than 39 million visitors generated $19.8 billion throughout the state, injecting nearly $54 million each day into Arizona’s economy.
The Arizona travel and tourism industry produces revenue in all 15 Arizona counties, and is responsible for generating $2.7 billion in local, state and federal tax revenues. This equates to more than $1,100 per Arizona household. Furthermore, local and state travel taxes generated $1.6 billion, which is nearly enough to cover the wages of all police officers, secondary school teachers and firefighters within the entire state.
Additionally, the Arizona tourism industry employs more than 163,500 Arizona residents. Combined with the secondary employment that is generated, nearly 300,000 Arizona residents are impacted by this dynamic industry throughout the state.
For more information about AOT’s marketing programs to increase the economic benefits of the Arizona travel industry, visit tourism.az.gov.
About Arizona Office of Tourism
Created as an executive agency in 1975, the Arizona Office of Tourism is charged with enhancing the state’s economy and the quality of life for all Arizonans by expanding travel activity and increasing related revenues through tourism promotion. For information on AOT’s program of work, research and media plans, visit tourism.az.gov. For information about Arizona travel experiences, visit visitarizona.com.