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Arizona Office of Tourism Launches New Advertising Campaign

By Alison Bailin
Posted Nov 10, 2010 in Travel
Arizona’s exhilarating scenery takes center stage in the state’s new advertising campaign, “In One Word-Arizona”. The Arizona Office of Tourism (AOT) developed the campaign, which will run from November 2010 to May 2011, and appear primarily in the Chicago and Los Angeles markets. AOT’s research determined that these cities are proven to be among Arizona’s major feeder markets for prospective visitors.
The ads will build on the state’s brand and feature some of Arizona’s most recognizable attributes and visitor attractions such as the Grand Canyon National Park, Monument Valley, Sedona, and Saguaro National Park. Several more statewide travel destinations will also be featured throughout the duration of the campaign. Accompanying each distinctive image will be one single word inspiring visitors to discover more about Arizona. The result is engaging campaign imagery that showcases the diverse and unforgettable Arizona landscape. Viewers of the campaign will be encouraged to visit AOT’s consumer travel website to receive more information about travel opportunities throughout the state.
“Arizona is a welcoming, one-of-a-kind travel destination,” said Governor Jan Brewer. “Our brand remains strong, offering visitors from around the world an amazing variety of natural beauty, vibrant activities and genuine hospitality.”
The “In One Word-Arizona” campaign will appear in traditional media such as print, radio and video-on-demand. In addition, to help extend the campaign beyond the two primary target cities, the marketing elements will also appear in a variety of online applications including mobile sponsorships, unique banner ad placements, an interactive map, social media and pay-per-click programs.
To complement the traditional and digital advertising efforts, the agency will also execute “out-of-the-box” marketing tactics. AOT will place “wallscapes” on buildings throughout Chicago and Los Angeles to showcase the campaign images, a first for the agency. Additionally, versions of the ads will appear on the online boarding passes of several major airline carriers in the nation.
“In 2009, more than 35 million people experienced Arizona as an exciting travel destination and contributed nearly $17 billion to our state’s economy,” said AOT director Sherry Henry. “Ad campaigns such as the ‘In One Word-Arizona’ are important to our marketing efforts and help attract visitors to our state so that this critical economic activity continues for the Grand Canyon State.”
Print ads will appear in Audubon; Budget Travel, National Geographic Traveler, Chicago Magazine, Chicago Tribune, Los Angeles Magazine, Los Angeles Times and Southwest Spirit. Television spots will appear on several outlets including CNBC; CNN; ESPN; Golf Channel, History Channel; MSNBC, and the Travel Channel. All images used in the campaign were produced by Arizona resident and photographer, Mark Laverman.
“I am honored that the Arizona Office of Tourism selected some of my photography for this advertising effort,” said Laverman. “The selected images highlight the unbelievable grandeur of Arizona to a much broader audience and hopefully entice them to come see it with their own eyes.”
For more information on Laverman, visit
AOT collaborated with Moses Anshell, a Phoenix- based advertising agency, on the concept, design and execution of the campaign. AOT also worked with the marketing firm Mighty Interactive to execute the extensive digital media plan.
"The images of Arizona are so powerful; we created a campaign that's visceral. The words don't get in the way,” said Louie Moses, president and executive creative director at Moses Anshell. “These iconic photos bring to mind so many individual emotions, the one word just gets you started.’’
The Arizona tourism industry brings millions of visitors annually to the Grand Canyon State. In 2009, more than 35 million visitors spent $16.6 billion throughout the state, contributing nearly $45 million each day into Arizona’s economy.
The industry, which produces revenue in all 15 Arizona counties, is also responsible for generating $2.4 billion in local, state and federal tax revenues. This equates to more than $1,000 per Arizona household. Additionally, the Arizona tourism industry employs more than 150,000 Arizona residents. Combined with the secondary employment that is generated, more than 290,000 Arizona residents are impacted by this dynamic industry throughout the state.
About Arizona Office of Tourism
Created as an executive agency in 1975, the Arizona Office of Tourism is charged with enhancing the state economy and the quality of life for all Arizonans by expanding travel activity and increasing related revenues through tourism promotion and development. AOT works to serve the Grand Canyon State’s travel industry and related businesses, the traveling public, and the taxpayers of Arizona. For more information, visit
Campaign Link:
AOT Website:
Mark Laverman Website:
Moses Anshell Website:
Mighty Interactive Website:

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