[Un]real Arizona
Arizona Office of Tourism
National Campaign
Five were presented. Two were tested. And one concept emerged victorious. [Un]real Arizona lives at the intersection of the state’s otherworldly landscapes and its broad accessibility to people of all interests. Launched in the US, the campaign also made guest appearances in Germany (unwirklich), Mexico and China.
ROLE
Concept, creative lead, copywriting
CHANNELS
Video, digital display, paid social, organic social, print, branded content, out-of-home, Saks window display
RESULTS
Year 1 - 2x bookings YOY
Year 2 - 400x ROI and $1.4B in attributable revenue
AWARDS
Gold ADDY - District 12
Finalist - National ADDYs