Ads Capture Attention of Local Market
by Rachel Pearson on October 6, 2008 in What's New |
The Scottsdale Convention & Visitors Bureau unveiled three of five new ads at our 2008 Annual Meeting on Oct. 1 to approximately 630 industry partners. There has been a lot of interest in the campaign so I wanted to share a bit more information.
- The tourism industry in Scottsdale remains strong and continues to be one of the largest industries in Scottsdale generating more than $38 million in additional tax revenue for the city.
- Scottsdale has a strong brand known throughout the world and is considered a world-class vacation and meetings destination.
- The Scottsdale Convention & Visitors Bureau has been working on a new brand campaign for more than a year. These ads are based upon extensive research – research on our visitors and what they are looking for in a travel destination. Our research showed us it was time to adjust our brand campaign to better attract the high-end traveler who typically chooses Scottsdale.
- As residents, we often focus our attention on different aspects of our city than what visitors see. Our visitors continue to come for our world-class resorts, luxury spas, championship golf courses, abundance of arts and cultural attractions, myriad dining and nightlife options, and outdoor recreation in the Sonoran Desert.
- Scottsdale is not on sale and this has never been an option for us. The reason: if you discount your destination, you change your brand by saying that you are no longer a luxury destination, which we are. With this luxury cachet in place, Scottsdale is able to maintain a higher rate than other destinations, which brings in more revenue to our city.
- Yes, the economy is down. Which is exactly why we have to continue promoting Scottsdale and bringing in millions of people to our community who support local businesses – from our resorts and golf courses to hundreds of small, independent restaurants, galleries, retail shops, adventure and attraction companies and more that rely on our visitor industry. Now is not the time to stop marketing who we are. Scottsdale will be well positioned to recover more quickly when the economy turns around.
- The “Capture It” cowgirl ad is only one of five new ads from the CVB. In addition to showcasing our Western roots, it also focuses on the natural beauty of the Sonoran Desert, as well as on our nightlife and our shopping/fashion industry – all attributes that attract visitors to Scottsdale.
