Arizona Office of Tourism - [Un]Real National Campaign

ROLE: Concept development, copywriting, creative lead

The Idea

Developed in 2017, I was tasked with creating the Arizona Office of Tourism's first new integrated campaign since 2013. After presenting four unique concepts and testing two, a final concept was the clear winner: [Un]Real Arizona.

The concept plays on the incredibly varied experiences and otherworldly landscapes that seem too amazing to be real, yet welcome visitors to walk their paths and immerse themselves the real Arizona. Stunning hero images pair with a simple headline, playful body copy, and complementary visuals to convey the breadth of adventures that Arizona offers visitors. The campaign was executed across a variety of media, including print, digital, broadcast, social, sponsored content and out-of-home.

Results Year 1 - Doubled the bookings YOY Year 2 - 400x ROI YOY, generated over $1B in revenue


2018 Gold - AAF Phoenix ADDY Awards

Silver - AAF Phoenix ADDY Awards (copywriting) Silver - AAF District 12 ADDY Awards


Gold - AAF Phoenix ADDY Awards

Gold - AAF District 12 ADDY Awards

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