Visit a New State of Mind
Travel gives us our greatest stories, our most cherished memories and countless learnings. It teaches us about ourselves and each other, it broadens our horizons and, just like a reset button, it forces us to refocus on what really matters. From trying local cuisines to seeking exhilarating adventures, travelers want to make the most of the moments they have. The new Visit Arizona brand campaign shows travelers that from little escapes to big adventures, travelers will find the trip they need in AZ.
Our Approach
We’ve learned through research that when someone travels, they take three trips:
The one that happens while they’re packing and planning.
The one in the actual destination.
The one they remember.
This new campaign inspires the first trip, resonates with the second, and crystallizes the third.
We accomplished this by capturing featuring moments, slivers of an experience that ripple with awe. Because the most amazing thing about a trip in Arizona isn’t the breathtaking natural beauty, incredibly rich history, exciting UNESCO-recognized food scene, or all the different kinds of adventures waiting to be had.
It’s the way Arizona immerses you in its undeniable wonders — and how it makes you stop and see that being present has never felt so good. Here you are.
Special care and consideration were taken to make ad variations that appealed to each of our target segments, demonstrated an understanding of DEAI, and highlighted the well-known and more unexpected experiences available for visitors to Arizona. No matter the headline or activity featured, each ad is anchored by Here You Are stamp and includes the exact longitudinal coordinates for the location shown. The effect is both a sense of place and a sense of self.
The Here You Are campaign serves as the backbone for Visit Arizona’s domestic marketing efforts. From brand awareness to lower funnel conversions, messaging reached consumers at every stage of the travel planning process.
The Results
Here You Are is the first ground up, wholly new production for Visit Arizona in years, and it’s proven to be the most successful campaign to date:
$448 in visitor spending for every $1 spent on advertising
$35 in taxes generated for each $1 of media spend
Increased awareness across every target persona
1.7 million ad-influenced trips
$4.4 billion in overall revenue generated
