AOT’s Fiscal 2019 (FY19) Domestic Advertising Campaign targets audiences in specific life-stage personas and income levels. Rather than using traditional demographics with defined age groups (Baby Boomers, Generation X, Millennials, etc.) to predict behavior, AOT has shifted to a target life-stage persona model as defined below:
Younger Years (under 45/no children) - HHI - $75K +
Family Life - (under 52) - HHI - $100K +
Gen X Older (46 - 51/no children) - HHI - $75K +
These three categories represent 30% of U.S. households.
The campaign will reach a national audience with an emphasis in three primary targeted cities: Chicago, San Francisco, New York and two secondary – Minneapolis and Seattle.
Domestic Consumer Advertising Campaign
The Arizona Office of Tourism has the following campaign objectives related to its national advertising campaign:
PESO Model - Holistic integration of paid, earned, owned and shared media into a year-long campaign
Key Performance Indicators (KPIs)
Engaged visitors to the AOT consumer site, VisitArizona.com (site visitors staying on the site 1+ minute and viewing 2+ pages) as well as our media partners —Outside, Travel & Leisure and Food + Wine—content hubs.
Visit Arizona app downloads and retention
Official State Travel Guide requests/downloads
Total reach and impressions
Social Media engagement
In Fiscal Year 2019 (FY19), AOT’s Domestic Advertising plan is focused on a year-long marketing strategy, with emphasis in national, target cities, Spring Training and in-state marketing campaigns. Advertising efforts will consist of an integrated media mix including print, television, out-of-home, digital, mobile, PPC, retargeting, video, activations and social media executions.