Tag Archives: flagstaff cvb

Flagstaff_NAU_Skydome

Flagstaff CVB Launches New Marketing Campaign

Visitors planning a trip to Flagstaff this summer will see a brand new look when they research the destination online. The Flagstaff Convention and Visitors Bureau launched a new marketing campaign that drives potential visitors to the redesigned flagstaffarizona.org website, which went live on Tuesday, June 18.

“We are excited to provide visitors with a newly designed website that is easy to navigate and use to find up-to-date information about Flagstaff and the surrounding region,” said Heather Ainardi, marketing and public relations manager at the Flagstaff Convention and Visitors Bureau. “With the new campaign and website being launched at the same time we are able to provide a consistent message to consumers and travel professionals seeking information.”

Based on research and focus group recommendations the Flagstaff CVB designed the new campaign and website to capture the “Flagstaff vibe,” explain the seasonality of the destination and feature a wide variety of activities found in the area. Highlights of the new campaign include an updated logo with a stamp effect, a distinct color palette to represent each season of the year and photo rich advertisements featuring engaging headlines.

The new advertisement headlines and message is flexible for all markets and will be adjusted based on placement. For example in the Phoenix metropolitan market the new Flagstaff ads will read, “If you were an egg, you’d fear no sidewalk” or “Out of this world, but not out of the way.” In southern California consumers might see a broader reaching message of, “If you were a dog, you’d wag your tail off.” For certain international markets where Route 66 is a popular attraction, the ad will read, “If you were a kid again, you’d need your mother road.”

Since the website is the primary call to action in the campaign’s advertisements the website received a fresh look and increased functionality so it can serve as the premier resource on visiting Flagstaff. The redesigned website is more interactive and features increased content including a destination blog, frequently changing homepage highlights and four unique pages that explain the visitor experience in each of the four seasons.

“Flagstaffarizona.org has been designed to not only provide current travel information, but also be a future planning resource. Links to collateral requests and e-newsletter sign ups are prevalent throughout the site,” said Ainardi. “In addition to general travel information for visitors, the site also provides details for travel professionals, meeting planners, media and filming companies.”

The new campaign debuted with advertisement placements in Flagstaff’s target markets of Arizona, Southern California and Las Vegas; and uses a variety of mediums including traditional print, online, outdoor and television commercials. On Wednesday, June 5, the campaign literally rolled out around Phoenix in the form of light rail train and city bus wraps.

For more information on Flagstaff, visit www.flagstaffarizona.org or call 800-842-7293. Located in the historic train depot at One E. Route 66, the Flagstaff Visitor Center is open Mon – Sat 8 a.m. – 5 p.m., Sunday 9 a.m. – 4 p.m., closed Thanksgiving, Christmas and New Years Day.

Flagstaff, Scottsdale CVB - AZ Business Magazine January/February 2012

Flagstaff And Scottsdale CVB See Solid Returns On Investment

Flagstaff Convention and Visitors Bureau and the Scottsdale CVB see dividends from marketing dollars spent

The old saying, “You have to spend money to make money” is especially true in the case of Arizona tourism. Two cases in point are the Flagstaff and Scottsdale Convention and Visitors Bureaus (CVBs). They can quantifiably demonstrate that investing in tourism creates a return.

“We’ve always done a good job of marketing Scottsdale,” said Rachel Sacco, president and CEO of the Scottsdale CVB. “We know it’s the right message because visitors are responding.”

The Scottsdale CVB’s 2010-11 annual budget is $9.7 million and generates $31 in economic impact for every $1 invested in the organization. The Flagstaff CVB has a budget of $1.5 million and helps spur an economic impact of $501 million for the region.

Much of the funding for tourism marketing comes from visitors themselves.

In March 2010, Scottsdale voters passed a 2 percent increase in the city’s bed tax, bringing it to 5 percent. This, combined with an increase in occupancy, led to a 79 percent jump in bed-tax collections from 2009-10 to 2010-11. Half of the new monies support capital projects and special events; the other half supports marketing efforts.

In Flagstaff, the CVB is a division of the city and is fully funded by a portion of the 2 percent “BBB” tax, which stands for “bed, board and booze,” or hotels, restaurants and bars. It generates roughly $5.2 million, and the CVB gets 30 percent of that. The city council allocated an additional $250,000 in marketing dollars to the CVB from March to June 2009 from the city’s Economic Incentive Fund. Flagstaff CVB director Heather Ainardi said that investment helped Flagstaff see a slight bump in April and May of 2009 and prevent big tourism losses in the long run.

“When the rest of the state had double digit declines (in tourism indicators),” Ainardi said, “we were only having minor 2 to 3 percent drops.”

Average daily rates from hotel bookings and revenues per available room were up in 2011 in both Flagstaff and Scottsdale. Occupancy also was up in Scottsdale. And independent studies showed 91 percent of all people who received a Scottsdale visitors guide either made a booking or visited Scottsdale within the next year. Sacco attributes the high number to target marketing.

First, they pinpoint areas that have always had a high interest in Scottsdale: chilly places such as Canada, Minnesota, San Francisco, Chicago, Denver and parts of the East Coast.
Second, they invest in knowing their customers: What do they read? Which activities do they like?

“We won’t send someone who’s interested in art a message about sports” and vice-versa, Sacco said. “We know what messages resonate with them.”

As one result of this targeting, sports bookings have increased 160 percent, she added. Groups and meetings contribute $64.8 million in economic impact.

The Scottsdale CVB should see their budget increase further this coming year to $10.5 million, which hopefully will mean even more of an uptick in tourists.

“The less ability we have to communicate to visitors why they should come here, the less revenue that is brought in,” Sacco said.

For more information about the Flagstaff CVB or the Scottsdale CVB, visit the following links:

flagstaffarizona.org
scottsdalecvb.com

Arizona Business Magazine January/February 2012