FOR IMMEDIATE RELEASE
New ads showcase vibrant experiences of Scottsdale
Scottsdale Convention & Visitors Bureau launches new creative campaign
to strengthen destination brand
www.scottsdalecvb.com/ads.html
SCOTTSDALE, Ariz. (Oct. 1, 2008) – The Scottsdale Convention & Visitors Bureau is launching a new
creative campaign in January 2009 to build on the Scottsdale brand and showcase the city’s
sophistication and vibrancy in the Sonoran Desert.
The campaign showcases the unique and surreal quality of the Sonoran Desert and brings to life the
energy, excitement and contemporary rewards of modern life in Scottsdale.
“We are excited about the new campaign and the opportunity it affords us to strengthen Scottsdale’s
brand and reinforce our cachet as a luxury destination,” said Rachel Sacco, president and CEO of the
Scottsdale Convention & Visitors Bureau. “The artistic nature of the ads will help cut through a cluttered
world of destination marketing.”
Each ad will explore the layered experiences inherent in a quintessential Scottsdale vacation – the
Sonoran Desert, resorts and spas, golf, arts and culture, and dining and nightlife. The bureau’s research
showed that visitors want to understand what activities they can enjoy in a destination as well as how that
destination will make them feel. Therefore, the campaign not only will share the experiences visitors can
enjoy, but also will help invoke an emotional response to Scottsdale.
The creative incorporates vibrant colors, rich textures and abstract scenes that capture the unique spirit
Scottsdale’s target audience expects of luxury brands. These ads especially speak to a wealthy audience
that is accustomed to a luxurious lifestyle, is brand oriented and enjoys mostly the finer things in life.
“Even in our current economic downturn, the affluent, while slowing down their spending, are continuing
to indulge in travel and lifestyle purchases that make them feel good,” said Lauren Simons, vice president
of marketing at the Scottsdale Convention & Visitors Bureau. “All of our tourism businesses will benefit
from targeting the high-end customer. We hope the nature of this campaign will transcend the
demographics and really speak to the psychographics of why people travel to luxury destinations.”
According to the Harrison Group’s study, “Affluence and Wealth in America Today,” marketers that
effectively target the high-end consumer also are positioned to reach a wide spectrum of consumers.
A total of five ads will begin appearing in 2009 issues of top travel and lifestyle magazines, including The
New Yorker, Golf Digest, Food & Wine, Departures, and Travel + Leisure. The creative also will be
incorporated into the bureau’s new Web site and collateral materials in early 2009.
The Scottsdale Convention & Visitors Bureau is responsible for marketing Scottsdale as a premier travel
destination to national and international target audiences, including meeting planners, travel agents, tour
operators, incentive planners and individual tourists.
Note to Editors: To download a copy of the ads, view a video that sets the tone for the new campaign, or
for more information on the research behind the creative direction, visit www.scottsdalecvb.com/ads.html.
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MEDIA CONTACT:
Rachel Pearson, Director of Corporate Communications
Scottsdale Convention & Visitors Bureau
Phone: 480-429-2259, Fax: 480-421-9733
E-mail: rpearson@scottsdalecvb.com
Visit us at www.scottsdalepressroom.com