Arizona Office of Tourism: Origins
In conjunction with the National Geographic Geotourism Charter, the Arizona Office of Tourism (AOT) created Arizona Origins - a celebration of culture, nature, history and heritage. Together, AOT and National Geographic published a map focusing on the Sonoran Desert that features over 80 Arizona experiences.
Moses Anshell’s integrated media efforts to promote the Arizona/Sonora MapGuide through Arizona Origins included print advertorials, online ads including the Arizona Origins video, a new microsite at ArizonaSonora.travel that directed targets to the main website, grassroots training sessions to educate communities in Southern Arizona to educate them on the principles of geotourism, incorporation into the AOT website at arizonaguide.com that includes an interactive map, stories created by independent writers who visited the attractions, a 30-second "green report" on geotourism that aired on primetime 13 times to an estimated 800,000 viewers, and a Geotourism Media Familiarization Tour that reached over 2 million readers.
Even on a minimal budget, the results were significant:

•  The Video News Release (VNR) was aired on 20 different segments in two local television markets and 13 national news feeds all promoting the Arizona MapGuide.
•  :30 second "Green Report" that featured information on the Arizona MapGuide aired nationally.  Total Television exposure in national and in-state markets had a total confirmed audience of 821,498.
•  Total earned media for all broadcast for this program was $1,979,660.
•  Nearly 47,000 page views in the Arizona Origins section on arizonaguide.com.
•  Nearly 500 unique visitors to the ArizonaSonora.travel splash page from March 2007 to March 2008.
•  With only $72,000 spent in online advertising, the Arizona Origins internet ad banners had over 6,000 clicks; which translates to about 45 click thrus per day.
•  AOT provided not only an interactive map, but posted a PDF of the actual MapGuide that was downloaded over 3,000 times from March 2007 to March 2008.
•  From AOT’s main consumer website, arizonagudie.com, an additional 876 requests for map were received.
•  During various trade shows in Mexico and domestic U.S., as well as AOT sponsored events such as P.F. Chang’s Rock N Roll Marathon, Super Bowl XLII media events, etc. AOT has given out over 9,500 printed MapGuides.
•  Due to the overwhelming popularity of the MapGuide, AOT published an additional 20,000 to meet demand.