Arizona Office of Tourism: "No Regrets"
Many wouldn’t think of the State agency for tourism as an umbrella brand with a variety of sub-brands beneath it, but that is exactly how Moses Anshell has successfully approached the Arizona Office of Tourism (AOT) for the past 14 years. AOT has a wide variety of targets to influence to help ensure that tourism dollars continue to flow into the Grand Canyon state; regional, national and international travelers quickly come to mind, but a good deal of revenue is also generated by encouraging Arizona residents to explore all regions of our own state.

To persuade these travelers to experience each of four specific rural regions of Arizona -- Northern Arizona, Southern Arizona, North Central Arizona and West Coast Arizona - we created the "No Regrets" campaign.