Visit Phoenix Integrated Campaign
National Campaign - Let Phoenix Surprise You
Concept, copywriting, creative lead
In 2017, I was tasked with creating a new integrated national and international campaign for Visit Phoenix, speaking both leisure and meetings audiences. The challenge: to overcome the negative preconceived notions travelers have about Phoenix.
"Let Us Surprise You" is a tongue-in-cheek way of confronting - and dispelling - major stereotypes about Phoenix. The copy challenged readers to think beyond their expectations and see what the Phoenix experience is really like. The campaign was executed across print, digital, video, social and outdoor, along with a VR experience for meeting planners.
The campaign received an on-stage shoutout from Jay Baer during the US Travel Association's annual ESTO conference as an example of how destinations can embrace stereotypes and own the story around them.