AOT’s Fiscal 2018 (FY18) Dometic Advertising Campaign targets audiences in specific life 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 personas 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, Seattle, and one secondary - Minneapolis
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)
Official State Visitor's Guide requests/downloads
Total reach and impressions
Social Media engagement
The goal of the Domestic media plan is to incorporate the AOT mission, brand dimensions and creative concepts into the media execution and selection; form smart and strategic alliances with tourism and non-traditional partners and to extend the AOT message through cohesive added-value programs.
In Fiscal Year 2018 (FY18), AOT’s Domestic Advertising 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, digial, mobile, PPC, retargeting, video, and social media executions.
Influencer Collaboration Best Practices
Influencer Vetting Checklist