Sustainability

With the introduction of the Tread Lightly! partnership, AOT was able to blossom the Appreciate AZ program even farther through paid media efforts, while still keeping Leave No Trace top of mind. As AOT becomes more active in the stewardship and sustainability spaces, it is important that strategy and efforts are built upon data and a holistic look at Arizona’s tourism industry. Upon review, Wayfinder was identified as a powerful tool in helping AOT on this journey. The AOT team worked diligently to complete the analysis and provide attainable steps forward.

Results

Defined Pillars for Sustainability

RESPONSIBLE BEHAVIOR COMMUNICATIONS

• Paid media campaign for Leave No Trace with expected reach of over 16 million.
• Paid media campaign for Tread Lightly! with expected reach of over 67 million.
• Smokey the Bear’s 80th birthday was celebrated in partnership with Bearizona. Fire safety messaging reached over 134,000 and social media messaging reached over 250,000.

STAKEHOLDER ENGAGEMENT

• Enhanced collaboration with Arizona State Parks and Trails with the transition of the Office of Outdoor Recreation to live under ASPT with continued engagement and support from AOT.

INDUSTRY EDUCATION & TRAINING

• AOT provided 5 digital trainings through the Arizona Tourism University:
  • Research 101
  • The Arizona Brand
  • Tourism Marketing
  • Social Media
  • Media Relations & Communications

STEER SUSTAINABLE TOURISM
STATEWIDE EFFORTS

• Enlisted the work of Wayfinder to identify ways to be better stewards of Arizona. This data platform helps AOT determine current sustainability and stewardship levels and establish action items for improvement.