CVB Markets Scottsdale as ‘Home for the Holidays’
“The weather outside is delightful” during the holiday season in Scottsdale, and the Scottsdale Convention & Visitors Bureau is enticing visitors to book their trip and enjoy the warm weather, rates and activities the destination has to offer.
From mid-October through mid-January, the campaign will reach potential holiday visitors across the United States and Canada. Playing off of four popular holiday jingles, including “The Weather Outside is Delightful,” “Baby It’s Warm Outside,” “Let It Glow,” and “Hiking in a Winter Wonderland,” the campaign highlights resort and activity deals on ScottsdaleHolidayExperience.com. The page features more than 50 resort, golf, dining and attraction offers. Additionally, the site showcases seasonal events.
The bureau ’s “holiday jingles” campaign aims to increase visitation from Nov. 15 through Jan. 15, a need-time period for the local tourism industry. This campaign is targeted at visitors who may not have traditional holiday plans and are looking for a convenient, warm-weather destination where they can enjoy holiday activities with a Sonoran Desert twist.
“Changing a holiday traveler’s mindset from beach to desert isn’t easy, but that’s why we have invested in this three-year program,” said Caroline Stoeckel, vice president of marketing at the bureau. “Scottsdale has great rates, warm weather, and an abundance of activities, which all make the destination a perfect holiday getaway.”
Promotional elements include print, online, direct mail and email, which will be marketed in both primary and secondary feeder markets.
This is the second year of a three-year campaign to increase holiday visitation in Scottsdale. Last year, the campaign resulted in over 28 million impressions and garnered a 139 percent return on investment for the bureau.