Arizona Office of Tourism: Room to Roam
The Arizona Office of Tourism (AOT) targeted high-income Gen Xers to cultivate a younger generation of travelers from San Diego and Los Angeles to spend time and money on leisure vacations in Arizona.

The campaign was designed to tell a story and to get in front of this younger audience in ways and with media vehicles that are relevant to them: Yoga studios, web site, gyms, dry cleaning bags, drink coasters, video projections, posters in hip neighborhoods, and television executions amongst others. In each case the visuals tell the story of how just one weekend can go from a cramped grey existence in smoggy CA to spacious colorful Phoenix where you have "Room to Roam".

Strategic research uncovered that this audience is looking to find their own space, something that does not confine or define them to a big California city. The tag line speaks to open spaces, peace and quiet. It lets you look inside opposed to always looking outside.

Results were greater than expected with the San Diego URL generating 632 unique visitors and the Los Angeles URL getting 396. In addition, 17 visitors went to the official Arizona travel site to request the Official State Visitors Guide, completely unprompted. Finally, reports showed that up to 75% of visitors were from the targeted markets.