[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 ([un]wirklich!), 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