PHOENIX (January 6, 2014) – Arizona tourism officials launched a “stepped up” travel advertising campaign in Chicago promoting the Grand Canyon State as an easy-to-get-to and warm vacation getaway. The two-month campaign encourages Chicagoans to escape the Windy City’s winter weather and head to the warm, sunny skies of the Grand Canyon State where they can kick off their shoes and let themselves go.
Anchoring campaign efforts is a massive wallscape and 16-foot 3D “flip flop” prop leading travelers to Arizona’s website, warmupinAZ.com. The building-size wallscape features a bikini-clad vacationer relaxing pool-side at one of Arizona’s rejuvenating resorts. Her giant red kicked-off flip flops crushingthe cars parked below. The 400-pound flip flops landed this week and can be seen at the corner of Randolph & Jefferson. In addition to the wallscape, Arizona ambassadors will be around the area throughout the week handing out Arizona travel gear and encouraging travelers to visit the website warmupinAZ.com for further information on what to see and do throughout Arizona.
“With more than 325 days of sunshine every year, Chicagoans can rest assured that their vacations in Arizona will be warm and sunny,” said Sherry Henry, director of Arizona Office of Tourism (AOT). “The giant flip flops are a fun and colorful way to remind travelers about the great outdoor adventures that can be enjoyed throughout Arizona including water rafting, hiking, biking, and golfing.”
The campaign will also appear in various media outlets such as television, newsprint, online displays and outdoor marketing efforts to inspire travel to Arizona. The Grand Canyon State’s diverse and beautiful landscape serves as a vibrant backdrop, while different travel activities enjoyed by visitors are featured throughout the ads.
This targeted campaign approach helps to extend AOT’s national travel advertising campaign, “Let Yourself Go,” currently running in major markets across the United States. Arizona tourism officials are speaking more directly to the Chicago market with this campaign as industry research indicates residents in this city have a high propensity to travel to Arizona during the winter season and are familiar with AOT’s current national travel advertising efforts. More than 600,000 Illinois residents visit Arizona annually and tourism officials are working to increase those numbers.
AOT collaborated with Off Madison Ave advertising firm on the concept, design and execution of the campaign, which will run from January through February 2014. Total cost for the campaign is $200,000.
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 2012, more than 38 million visitors generated $19.3 billion throughout the state, injecting nearly $53 million each day into Arizona’s economy.
About Arizona Office of Tourism
Created as an executive agency in 1975, the Arizona Office of Tourism (AOT) 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 www.azot.gov. For information about Arizona travel experiences, visit www.arizonaguide.com.