Flagstaff City Council 12.2012 Reimage update

FLAGSTAFF CVB RE-IMAGING

Presentation for City CouncilDecember 11, 2012

• Current campaign– Launched website February 2008

• Updated in-house

– Launched advertising March 2008• Designed in-house

– Ongoing design and update of collateral materials• Sales and media kits• Visitor Guide• Explore Guides• E-Newsletters• Flagstaff Happenings

• Reviewing overall efforts – Opportunity to improve– Campaign length– New tools

• Moving Forward

PROCESS

• Reviewed research available• Conducted focus groups• Formulated a creative brief• Generated key take-aways to build campaign

Focus on the Flagstaff Experience

Highlight Seasonality

Show Variety

Evoke Emotion

Express Vibe

• Use in all markets– Geographic– Behavioral– Return visitor vs. new travelers– Tour Market– Meetings Market

• Flexibility to use with all media– Digital– Print– Color or black & white– Large or small scale– Collateral and promotions

flagstaffarizona.org• 800.842.7293

• 1st photo shoot October 2012• 2nd photo shoot scheduled with winter• Additional photo shoots in FY 2014• Web design/creation began November 2012• Overall campaign – Launch May 2013