Integrated Campaign - "For Freer Spirits"
The Challenge: Encourage 24 - 39 year old city-dwellers immersed in the semi-comforting monotony of adult life to travel to Arizona.
The Idea: Showcase Arizona’s solemn, vast, monumental landscape as a spiritual setting that is ideal for getting in touch with oneself and the present.
Spotify Ad & Ad-Free Playlist
Arizona Tourism will curate a zen playlist of desert soundscapes and lo-fi beats that would be ad-free for all users, to maximize the zen it provides. That playlist would be advertised to non-premium users.
Spaces to Find a Moment of Calm
Calm App Partnership
AZ Tourism will partner with the Calm App to offer 30 days of free access. By spreading awareness on Instagram, getting users registered through a microsite, and creating sponsored Arizona-inspired content to be accessed through the Calm app, Arizona Tourism will inspire people to look inward.
Click on the images below to learn more.
Influencer + Merch
AZ tourism will create and share yoga-related merch with influencers to use in Youtube content, as well as talk a little bit about Arizona, the gear, and where to find it on the AZ tourism site.