National Domestic Consumer Advertising Campaign

The Arizona Office of Tourism has three main objectives for its national advertising campaign:

• To drive qualified traffic to the AOT website and increase usage
• To encourage Arizona Official State Visitors Guide orders from the website
• To enhance the image and awareness of the state and stimulate interest among the target audience in order to increase visitation

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 2012, Domestic Consumer Advertising was focused on a target cities strategy. The Arizona Office Of Tourism identified Chicago and Los Angeles as primary target cities for a traditional advertising campaign using print, television (including video on demand), radio and outdoor media executions. The marketing plan also incorporated digital media which incorporated online advertising in the primary markets as well as extending into the secondary markets of San Francisco, Denver, San Diego, New York, Minneapolis/St. Paul, Seattle, Arizona and select Canadian Provinces.

Below you will find the Arizona Office of Tourism FY12 Media Plan.

• FY12 Consumer Advertising Plan