Research showed us there were a few cities that had a higher propensity to travel to Arizona. The two cities for this campaign were Chicago and Minneapolis. We called them “Target Cities”. The research also showed they repeated their travel habits and if we could get them to take a day trip, explore a different outdoor adventure, or get pampered, it would be a revenue win for the state.
We creatively tapped into the personality of our target cities traveler with a campaign called, “ARIZODIAC”. We matched each zodiac sign with a suggesting adventure in a lighthearted way. Tailoring trips to personality types proved to be a hit. Day trips increased by almost 50% during the duration of the campaign. Stretching limited budgets with creative solutions is what we do best. It proved the stars were aligned for Moses and AOT.