AOT’s Fiscal 2016 (FY16) National Advertising Campaign targets audiences in various ‘life stages’ 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 life stage model as defined below:
Younger Years (no children) - $75K +
Family Life - $100K +
Gen X Older (no children) - $75K +
Young Boomers - $100K +
Older Boomers (no children) - $100K +
Silent Generation - $100K +
These six categories represent 30% of U.S. households.
The campaign will reach a national audience with an emphasis in three targeted cities: Seattle, Minneapolis and Chicago.
National Domestic Consumer Advertising Campaign
The Arizona Office of Tourism has the following campaign objectives related to its national advertising campaign:
- To drive qualified traffic to the AOT website and increase related engagement metrics
- To encourage inquiries (downloads, calls and web requests) for the Official State Visitor’s Guide
The goal of the national 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 2016 (FY16), AOT’s Domestic Consumer Advertising is focused on a national strategy, with emphasis in select target cities. AOT has identified Seattle, Minneapolis and Chicago as the target cities of focus for the FY16 campaign year. Advertising efforts will consist of an integrated media mix including print, television, out-of-home, online, mobile and social media executions.