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Through a new, innovative advertising campaign the Arizona Office of Tourism (AOT) is encouraging travelers to “master their inner vacation” by finding their Arizodiac sign. Launched in January, the two month-long campaign is designed to complement AOT’s current national campaign, by targeting the cold-weather cities of Chicago, Denver and Minneapolis. Arizodiac playfully encourages travelers in these cities to plan out their vacations to Arizona with activities they enjoy.
Arizodiac Campaign Image (Photo: Business Wire)
Steeped in southwestern philosophy, the Arizodiac is a traveler’s interactive guide to discovering Arizona destinations and activities unique to their traveling personalities. The Arizodiac is comprised of 12 Arizona-related animals. Travelers can choose which animal sign best represents their personal traveling characteristics and learn more about how to experience Arizona as a vacation destination.
For example, travelers can choose to be a Javelina, which captures family travelers. Those identifying with this animal are then served unique family adventures in Arizona such as paddling in the Colorado River with Yuma River Tours or having an out-of-this-world time at the Challenger Space Center. Another example is a Coatimundi, which caters to travelers interested in unique dining, and offers suggestions such as The Sedona Fudge Company, local cuisine at El Charro Café, or the tasting room at Alcantara Vineyards. Or they can even be a Jackrabbit, which is an active traveler eager to discover Arizona through exciting outdoor activities such as mountain biking on Alta Trail or backpacking in Mooney Falls.
“The Arizodiac is a fun way to interact with travelers who want to learn more about how they can enjoy travel adventures throughout the Grand Canyon State that meets their specific vacation interests,” said Sherry Henry, AOT director. “We want to encourage travelers in these cold-weather cities to break away from everyday stress and rejuvenate their spirit in Arizona.”
This campaign will be marketing to these cities with placements in outdoor, TV (commercial spot), newsprint and online advertising placements. AOT collaborated with the Moses marketing and advertising agency as well as with the Off Madison Avenue marketing firm on the concept, design and execution of this campaign.
To find your Arizodiac sign visit ARIZODIAC.COM, and discover destinations and activities unique to you.