AZ Business Magazine Mar/Apr 2011
Chalk One Up for the Grand Canyon
Don’t miss your chance to experience one of the Seven Natural Wonders of the World right on the streets of Los Angeles, California (L.A.)!
The Arizona Office of Tourism (AOT) is promoting travel to Arizona, LAtoAZ.com, and has commissioned chalk artist Tracy Lee Stum, one of the world’s foremost 3D street painters, to capture the unique beauty of the Grand Canyon National Park in an interactive chalk art illustration. Stum will begin drawing the image Thursday, February 13. The illustration is expected to take two days to construct and will be available to view throughout the Valentine’s Day and Presidents’ Day Holiday weekend for L.A. residents to enjoy. Residents are encouraged to visit the 3rd Street Promenade area in Santa Monica, between Arizona Avenue and Santa Monica Boulevard, to watch Stum as she brings the majestic Grand Canyon to L.A.
“This amazing 3D image of the Grand Canyon will be set up so that when people are looking over the railing of the chalk art, it will feel like they are really leaning over the edge of the canyon,” said Sherry Henry, director of Arizona Office of Tourism (AOT). “This glimpse into the canyon should surely inspire them to come see the real thing.”
In addition to the sightseeing experience, L.A. residents will have an opportunity to enter their names in one of three sweepstakes for a chance to win an Arizona vacation package. Choices of prizes include: a three-night stay at Enchantment Resort in Sedona with a Pink Jeep Tour for two; or a three-night stay at Saguaro Hotel Scottsdale with a Pink Adventure Tour and Taste of Old Town Scottsdale food tour for two; or a three-night stay at Omni Tucson National Resort with breakfast and round of golf for two. All prizes include a Southwest Airlines gift card for $400 and $200 credit card for rental car or spending money during their exciting Arizona adventure.
“With our close proximity, Californians have been enjoying Arizona’s travel adventures for years and this is a great relationship we continue to build,” continued Henry.
The 3D image and sweepstakes are part of a travel advertising campaign blitz launched by the Arizona tourism officials to encourage L.A. residents to visit Arizona. The campaign will also appear in various media outlets such as television, newsprint, online displays and outdoor marketing efforts throughout L.A. Ads feature Arizona’s iconic southwestern landscape such as the red rocks of Sedona and include campaign messages like: “Hey L.A. Check Out Our Red Carpet!” The campaign’s messaging directs travelers to Arizona’s consumer website, LAtoAZ.com and encourages them to share their Arizona story by telling others to #GoSeeAZ.
This targeted campaign approach helps to extend AOT’s national travel advertising campaign, “Let Yourself Go,” currently running in major markets across the United States. Arizona tourism officials are speaking more directly to the L.A. market with this concentrated campaign as industry research indicates residents in this city have a higher propensity to travel to Arizona during the winter season and are familiar with AOT’s current national travel advertising efforts. Annually, more than five million California residents visit Arizona.
AOT collaborated with Arizona-based Off Madison Ave advertising firm on the concept, design and execution of the campaign, which will run throughout the month of February 2014.