Arizona Office of Tourism
TOURISM CAMPAIGN
We turned a statewide rebrand into a global campaign showing off Arizona’s true colors.
Brand and Creative Strategy, Copywriting and Concept Development, Graphic Design and Art Direction, Video Production, Influencer Activation, Social Media Strategy and Content Production
The Challenge
The world only sees Arizona for sand and saguaros, so how could we flip perceptions and paint a fuller picture?
The Solution
Arizona is alive with an energy that defies perception, not just because of its colorful landscapes, but its thriving arts and culture, vivid outdoor adventures, and world-class experiences around every corner. With that brand truth locked in, we built a campaign anchored in the state color palette’s five distinct colorways, each a lens into a different dimension of the Arizona experience. From ancient geological wonders and mountain ski runs to award-winning culinary scenes, every shade told a different story worth traveling for.
Welcome to Vibrant Arizona.
The
Hero video
The campaign was led by a :30 hero spot that encapsulated our colorful new Vibrant Arizona story.
AUDIENCE-SPECIFIC VIDEOS
We also produced a variety of other Vibrant Arizona spots, cut from the same cloth as the hero video but each uniquely tailored to different travel/tourist audience segments.
Self-Care
Foodies
Luxury
Family
THE SUPPORTING ADS
From Out-of-Home to print, paid social, and digital channels, we turned each media touchpoint into a canvas painted with the colors of Arizona’s story.
THE RECAP
