Scottsdale, Arizona is a sunny, upscale getaway destination that needed to get its mojo back. Worried that travelers no longer found appeal in its distinctive desert setting, Experience Scottsdale’s advertising efforts had turned apologetic (“yes, it’s hot here, but at least it’s a dry heat!”) and often disingenuous (heavily retouched landscape images with slick surrealist facades that didn’t align with the actual visitor experience).
Our campaign objectives were to authentically represent the new brand position of effortless revitalization, and to change people’s old school beliefs about the Scottsdale desert. But instead of shying away from those misperceptions, we confidently reclaimed them.
Before launching the campaign, we put the ads to the test. Literally. In a nationwide survey, Experience Scottsdale’s target audience said seeing the ad campaign increased their likelihood to visit Scottsdale by 25%.
Director of Client Services: Jeremy Chase
Account Supervisor: Machel Devin
Director of Strategy: Jennifer Hughes
Senior Producer: Heather Holt-Lister
Broadcast Producer: Craig Steiner
Creative Director: Alexandra Fuller
Creative Director: Scott Sorenson
Design Director: Matt Manes
Associate Creative Director: Dave Bunnell
Art Director: Chris George
Writer: Matt Reschke
Production Partner: Variable
Video Director: Lloyd Lee Choi
Campaign Photographer: Joey L.