In an effort to bolster leisure traffic to Scottsdale this spring training season, the Scottsdale Convention & Visitors Bureau has launched a variety of targeted ad campaigns in its top feeder markets including Denver and San Francisco.
Following the launch of the warm-weather campaign, which featured wrapping three New York subways, the bureau has unveiled exterior and interior ad placements on the Denver Light Rail to promote Scottsdale’s spring training season. An estimated 53 million riders will see the baseball-focused advertisements while commuting in Denver through March 28.
To further enhance the campaign, the bureau has also launched “30 Days of Giveaways,” a contest that allows visitors to enter once a day for a chance to win a variety of Scottsdale prizes, including restaurant gift certificates, a hot-air balloon ride for two, hotel stays for two, and an airplane ride over the city. In 2012, this contest received 1,460 entries, a number which is expected to increase this spring training season with the light rail wrap initiative and additional advertisements.
The bureau will also promote 2012 World Series Champions San Francisco Giants’ spring training season in the San Francisco market via Weather.com. Users who access Weather.com from a desktop or mobile app will see a banner ad, which will direct viewers to PlayBallinScottsdale.com. Spring training ads will also be featured in the San Francisco Chronicle, the second largest newspaper in the western United States.
New pages on the bureau’s site will help spring training fans plan their trip with information on nearby resorts and hotels, parking details and maps, dining options, plus information on Cactus League’s Legacy Trail and the bureau’s concierge service. With help from the bureau’s members, special spring training packages and coupons are also available to visitors.
Cactus League plays host to 15 teams in nine cities and 10 stadiums throughout Arizona. In 2012, the three teams that played in the Scottsdale area, the Arizona Diamondbacks, Colorado Rockies and San Francisco Giants, placed first, second and third for league attendance. More than 186,828 fans attended the Diamondbacks’ games at Salt River Fields, followed by 182,565 attendees at the Rockies’ games and 168,320 attendees at the Giants’ games. In all, Cactus League events had an economic impact of about $422 million statewide and $364 million for Maricopa County.