AOT’s Fiscal 2014 (FY14) National Advertising Campaign, targets two audiences; Baby Boomers and Generation X'ers (Gen X'ers).
Baby Boomers are described as being in their late-40s to mid-60s. Boomers feel forever young, use a wide variety of travel resources to plan vacations and who most importantly – love to travel, and have the time and discretionary income to do so. AOT targets those Boomers with a household income of $100K (with an emphasis on $125K+), with older children or no children in the home.
Gen X'ers are described as being in their mid-30s to mid-40s. This group is cautious of how they spend their hard-earned money, and demands an authentic message. Like the Baby Boomer demographic, they’re using a myriad of travel resources, and are largely influenced by online and social media. AOT targets those with a household income of $75K (with an empahsis on $100K), with and without children in the home.
The campaign will reach a national audience with an emphasis in three targeted cities; Chicago, and Los Angeles.
National Domestic Consumer Advertising Campaign
The Arizona Office of Tourism has the following campaign objectives related to its national advertising campaign:
• To drive qualified traffic to the AOT website and increase related engagement metrics
• To encourage inquiries (downloads, calls and web requests) for the Official State Visitor’s Guide
The goal of the national media plan is to incorporate the AOT mission, brand dimensions and creative concepts into the media execution and selection; form smart and strategic alliances with tourism and non-traditional partners; and to extend the AOT message through cohesive added-value programs.
In Fiscal Year 2014 (FY14), AOT’s Domestic Consumer Advertising is focused on a national strategy, with emphasis in select target cities. AOT has identified Chicago, and Los Angeles as the target cities of focus for the FY14 campaign year. Advertising efforts will consist of an integrated media mix including print, television, out of home, online, mobile and social media executions.
Below you will find AOT’s FY14 National Domestic Consumer Media Plan. Please note: offline and online plans are presented as two separate documents, but make up one overall campaign.
• FY14 National Domestic Consumer Media Plan