Arizona Office of Tourism
The Arizona Office of Tourism had to increase out-of-state vacationer visits, as well as enticing current residents to explore more of the state during the summer months when out-of-state vacationers didn’t come to Arizona. The out-of-state “Let Yourself Go” campaign was created to convey that in Arizona, the consumer can lose him or herself…on a trail…in a spa…or immersed in the lore of an ancient civilization. It’s all about creating sensory experiences. This direction played well with all of Arizona’s important differentiators—it’s rugged outdoors, it’s Old West and American Indian cultural heritage, and its first-class resorts—and invited travelers to come and lose themselves by experiencing them all in one place. Taking a different approach, my “Short Drive” campaign for in-state residents was created to build awareness of local attractions that were just a few hours away. In ads, TV spots, and collateral, I highlighted destinations throughout the Arizona landscape using rich photography and contemporary design; I also created a microsite that allowed locals to craft personal trips based on their interests.
Brian Woodard / Design / Creative Direction
John Tomkiw / Copy / Strategy
