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Uploaded byHeather Ainardi
Flagstaff Reimage Launch 8.13.13
The document promotes Flagstaff, Arizona as a year-round destination for visitors and meetings. It highlights the city's dynamic scenery, four seasons, visitor services, and easily accessible location. The document also encourages sharing experiences on social media to showcase what makes Flagstaff unique.
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Flagstaff Reimage Launch 8.13.13
- 1. The Destination forall Seasons
- 2. Why am I here? Meetthe team What’s new What is the CVB up to?
- 3. Do You Know Flagstaff? Creatingcontent isn’t enough. It’s EXCEPTIONAL and UNIQUE content that stands out, much like the professional services you will find in Flagstaff.
- 4. It takes what? •Reviewed research available • Conducted focus groups • Formulated a creative brief • Key concepts to build campaign
- 5. Be Yourself Everyone elseis taken.
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- 17. Content is King You seeour ad, now what?
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- 21. The New Normal 40% ofpeople socialize more online than they do face-to-face.
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- 25. Meet in Flagstaff Face toface business delivers results
- 26. Venues • Full ServiceProperties • Limited Service Properties • Unique Meeting Venues • High Country Conference Center • Northern Arizona University
- 27. More than justa meeting • Team Building • Pre and Post Itineraries • Spousal Activities • Off-Site Venues • Service Requests
- 28. Activities We invite tocome back again and again and again.
Editor's Notes
- #2 Hi! I am Heidi Hansen the Director for the Flagstaff Convention & Visitors Bureau. It is a pleasure to be here today to talk to you about Tourism and our local economy. Along with me our Heather Ainardi, Marketing and PR Manager for the CVB and Gail Jackson Sales Specialist with Meetings and Events for the CVB. CLICK
- #4 I am going to take a few minutes to discuss our marketing efforts, specifically focusing on our new image and campaign
- #5 Based on the input we received from our regional partners and the Tourism Commission as well as the professional opinion of the CVB staff, we brought forward the idea of doing a re-imaging and found all were very supportive of the effort and understood the need. The CVB reviewed research studies as well as conduct two focus groups in our top market – Phoenix. All that data and consumer input and generated a creative brief for the CVB to use in moving forward with their marketing efforts. Results from the research, industry trends, and focus groups supported the need for a new campaign to promote Flagstaff. CVB staff has taken the concepts and suggestions from the creative brief as well as partners, Tourism Commission, and general industry trends, and generated key concepts when looking at how to re-image our destination. These key take-aways included: Flagstaff Focused Highlight Seasonality Show Variety Evoke Emotion Express Vibe
- #7 Still the same brand – but relaxed and a bit off kilter.
- #8 Engaging headlines and call to action – not a list of everything to do.
- #18 Main call to action is the website, which needs to convert the interested into users.
- #19 Website has matured into a content driver.
- #21 If content is king, then mobile is its queen. This is the year that more than 50% of the cell phones in the world will be smart phones. All information from Flagstaff in your back pocket.
- #22 Web and print along with other media placements are not enough anymore. If you don’t manage your brand, then someone else is.
- #28 Source Convention Industry Council