The Arizona Office of Tourism and the Arizona Intrastate Tourism Committee retained Pulse Group professionals, to assist them in working with community based organizations, to develop more effective marketing and advertising campaigns, aimed at attracting a greater number of Arizona residents to local attractions and facilities. To accomplish this objective, we conducted a number of focus groups and 800 telephone interviews with Arizona residents, which covered current intrastate travel patterns and factors that impact intrastate travel versus interstate travel; awareness/perceptions/experience with specific Arizona destinations; and, awareness of different sources of intrastate vacation planning information and their related effectiveness. Based on our research we recommended a range of marketing and advertising strategies aimed at motivating Arizona residents to increase their intrastate travel. Strategies considered media selection and timing, themes, content, and consumer demographics/preferences.
Tourism Marketing Plan