FY.7

MARKETING PLAN
and

PROGRAMS GUIDE

TABLE OF CONTENTS

LETTER FROM THE DIRECTOR ....................................................... 2
MISSION, VISION, VALUES, CORE STRATEGIES ................ 3
INDUSTRY TRENDS .................................................................................... 4
PROGRAM OVERVIEWS .......................................................................... 6
RESEARCH AND STRATEGIC PLANNING .............................................. 6
ADVERTISING AND FULFILLMENT .......................................................... 6
TRAVEL INDUSTRY MARKETING ............................................................... 6
MEDIA RELATIONS AND COMMUNICATIONS .................................. 6
TOURISM EDUCATION AND DEVELOPMENT .................................... 7
PROGRAMS ........................................................................................................ 8
RESEARCH ............................................................................................................. 8

Ongoing Research Studies Available in FY07 ...................................... 8
Special Studies that Support AOT’s Goals and Initiatives ............. 8
Studies to Support the Industry ................................................................ 9
Studies to Support Arizona’s Communities ......................................... 9
STRATEGIC PLANNING ................................................................................... 10
ADVERTISING ...................................................................................................... 10
Branding ............................................................................................................. 10
Advertising Campaign ................................................................................... 10
Domestic Long-Haul Marketing ................................................................ 10
Domestic Short-Haul Marketing............................................................... 11
International Marketing ............................................................................... 12
Sponsorship and Promotions ..................................................................... 13
Fulfillment .......................................................................................................... 13
Media Publications ......................................................................................... 14

Data Analysis and Tracking Inquiries ..................................................... 14
TRADE SHOWS AND SALES MISSIONS ................................................. 15
INTERNATIONAL MARKETING ................................................................... 27
Canada ................................................................................................................. 27
Germany .............................................................................................................. 29
Japan ..................................................................................................................... 31
Mexico .................................................................................................................. 32
United Kingdom .............................................................................................. 35
France ................................................................................................................... 37
Belgium and Netherlands............................................................................. 37
China .................................................................................................................... 37
MULTICULTURAL MARKETING .................................................................. 38
Native American Tourism Marketing ...................................................... 38
Domestic Hispanic Marketing.................................................................... 39
COOPERATIVE MARKETING ........................................................................ 39
DATABASE MARKETING ................................................................................. 40
ARIZONAVACATIONVALUES . COM ........................................................... 40
ONLINE CALENDAR OF EVENTS ............................................................... 41
TOURISM EDUCATION AND DEVELOPMENT .................................. 41
ACERT ................................................................................................................. 41
GEOTOURISM MAPGUIDE PROJECT ....................................................... 41
VISITOR SERVICES ........................................................................................... 42
WORKSHOPS ........................................................................................................ 43
GRANTS ................................................................................................................... 43
HOW TO WORK WITH US ............................................................................ 44
STAFF DIRECTORY ..................................................................................... 45

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LETTER FROM THE DIRECTOR

Dear Tourism and Hospitality Partners:
We are pleased to present the Arizona Office of
Tourism’s (AOT) FY 2007 Marketing Plan and
Programs Guide (MPPG). The MPPG is designed to
provide an overview of industry trends in the coming year and an outline
of how AOT’s marketing activities will be aligned with these dynamic
trends. This initial online version of the MPPG is in draft form and it
will be updated as new programs and activities are solidified. In July, a
final version will be distributed at our 2006 Governor’s Conference on
Tourism at the Loews Ventana Canyon Resort in Tucson. By posting a
draft in this early stage, AOT is providing you with an opportunity to look
ahead at what we have planned for the next year and use this as a resource
as you begin to outline your program of work.
As the leader in Arizona’s tourism industry, AOT is committed to
building the brand architecture that will define the Grand Canyon State
as a premier travel destination. AOT’s goal is to provide our constituents
with the tools and opportunities to take this information and develop
strategic marketing plans that capitalize on the state’s efforts but
also meet the specific needs of a destination or organization. We have
a common goal of attracting high-value visitors to Arizona and by
developing cohesive and complementary marketing plans, the state’s
tourism industry will continue to thrive.

industry trends and research studies so that AOT can more precisely
target the visitor that will have the most significant economic impact
on the state.
Arizona’s remarkable diversity is what makes this state so unique, but
it also means that a marketing plan must be equally diverse. While you
will find the MPPG full of activities that speak to that diversity, I want
to point out a couple of the highlights for FY 07. AOT will continue to
“Seize the Day” with our new creative campaign designed to capture
the experiences visitors can have in Arizona. A new $1 million regional
and instate marketing program will complement AOT’s efforts to
market Phoenix and Central Arizona by creating unique media plans
and fulfillment pieces for Arizona’s four distinctive regions based on the
destination drivers for those areas. Through a partnership with
National Geographic, AOT is also taking the lead in establishing the
state as a Geotourism hot spot. A binational project with the state of
Sonora, Mexico, the Geotourism MapGuide is a landmark effort that
will have far-reaching implications beyond this one project.
I encourage you to read through this plan and check back for updates
regularly. We look forward to embarking on another incredible year of
promoting the Grand Canyon State and we would like to thank our
partners around the state for being part of this exciting effort.
Sincerely,

Research is the foundation of everything we do at AOT, and we are
dedicated to achieving the maximum return on investment for every
marketing dollar spent. The research we conduct is the backbone of the
programs and activities orchestrated by our marketing divisions. Every
aspect of the MPPG is based on information gathered from tourism

Margie A. Emmermann
Director
Arizona Office of Tourism

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M I S S I O N , V I S I O N , VA L U E S , C O R E S T R AT E G I E S

The Arizona Office Tourism enhances
the state economy and the quality of
life for all Arizonans by expanding
travel activity and increasing related
revenues through tourism promotion
and development.

AOT MISSION
The Arizona Office Tourism enhances the state economy and
the quality of life for all Arizonans by expanding travel activity
and increasing related revenues through tourism promotion and
development.
AOT VISION
Lead the way in branding Arizona.
AOT VALUES
• Integrity – We will always, to the best of our ability, honor our
commitments and carry out our work according to the highest personal
and professional standards
• Innovation – We will be on the leading edge of our industry-using the
latest research, marketing techniques, and technology to emerge as a
leader in our field.
• Accountability – We are responsible to the people of Arizona for
the effective, efficient, and appropriate use of our resources. We are
committed to being good stewards of these resources.

provide them with service that exceeds their expectations, and share
our passion for Arizona with them.
• Respect – We will demonstrate respect for each other, for our state,
its lands, and its people.
AOT CORE STRATEGIES
• People – Recognize, reward and value our people as our key asset.
• Research – Enhance research capabilities as the foundation for
understanding and reaching targeted visitors and maximizing ROI.
• Education – Educate constituents in traditional and innovative
methodologies to maximize economic impact through tourism.
• Product Development – Facilitate and enhance product development
by providing technical assistance, education and resources for communities.
• Promotion – Market the full Arizona experience through a unified
message on a global scale.

• Quality – We strive to make every product, service and interaction the
best it can be.
• Customer Service – We highly value our customers. We will listen to
them, be responsive to their needs and preferences, do our best to

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INDUSTRY TRENDS

In order to launch any promotion
or campaign to encourage visitors to
explore the Grand Canyon State, AOT
first needs a broad understanding of
current industry trends.

In order to launch any promotion or campaign to encourage
visitors to explore the Grand Canyon State, AOT first needs a
broad understanding of current industry trends. As we prepare
for FY 07, several of these trends will help us execute informed,
targeted promotions.
SHORTER TRIPS, CLOSER TO HOME
Even more than four years after the events of 9/11, people are still taking
shorter trips closer to home, a trend also related to the rising gasoline
prices. AOT has responded to this trend by adding instate and regional
marketing efforts to our already established long haul marketing
program. Audiences in these different markets need to receive different
messages, so AOT tailored our advertising to speak to the specific needs
of these travelers and encourage them to explore Arizona or visit from a
neighboring state.
GEN X AND EXTREME GEN X MARKETS
AOT is also staying ahead of the curve by reaching out to new markets,
including the Gen X and Extreme Gen X travelers. Target audiences
in these developmental markets are typically coming from short haul
destinations or Arizona’s neighboring states. While these travelers do
not spend as much money and travel as far as our established affluent
Baby Boomer market, they have the potential to do so as they grow into
their careers and family lives. By establishing Arizona as a premier travel
destination with them now, they will continue to consider vacations in
Arizona as they grow older and move into a higher income bracket.

EMPTY NESTERS AND AFFLUENT BOOMERS
As the Baby Boomer population begins to turn 60, the leisure time
they have available for travel increases. This group is the wealthiest,
most educated and most well-traveled generation in U.S. history. AOT
is renewing efforts to attract this lucrative segment by aggressively
positioning Arizona as a top-of-mind travel destination and entering
into new markets that have a high density of affluent boomers.
WELLNESS TRAVEL
In response to this growing domestic trend, AOT has made Arizona’s
wellness product offerings more visible to consumers, including
advertising featuring spas and outdoor recreation. Additionally,
AOT’s new Web site will include expanded spa and park listings.
INCREASED INTERNATIONAL TRAVEL
Favorable economic conditions in Arizona’s top international markets
have supported an increase of foreign travel to the United States and
Arizona. While AOT has established marketing programs in Canada,
Mexico, the UK, Germany and Japan, the increase in international
travel opens the door for AOT to enter new foreign markets. Research
indicates that France, Belgium and the Netherlands present a viable
opportunity for Arizona. In addition to these new markets, China
continues to grow in importance as the tourism market of the future.
While it is not a primary international market for FY 07, it is on the
radar screen for future international marketing development.
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INDUSTRY TRENDS

WEB-BASED TRAVEL RESEARCH AND PLANNING
More and more travelers turn to the Internet for information on travel
destinations, room rates and availability, booking and other travel
options. To meet the demand of these travelers, AOT is redesigning
its current Web site to include topics that research has shown to be
important to travelers on a statewide tourism Web site.
FRIENDS TRAVELING TOGETHER
AOT has developed and will continue to develop promotions building
on the idea of independent group travel that focus on this growing
phenomenon, such as the “Girl’s Getaway Weekend.”
GEOTOURISM
More than 65 million households in the United States are predisposed
to support principles of Geotourism. Three-quarters of the American
traveling public do not want their visits to harm the environment at
their destinations. As part of this growing trend, AOT launched a
new partnership with National Geographic and the Sonora Office of
Tourism to promote sustainable tourism throughout the Southern
Arizona and Sonora regions. The project will include a Web site,
interactive Web maps and a MapGuide that will include up to 300
listings of destinations in the area that are geographically, culturally
or historically unique.

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PROGRAM OVERVIEWS

AOT’s Research Division provides the
foundation for the work that is done
by each of the marketing divisions,
identifying new markets, trends and
opportunities for collaboration.

RESEARCH AND STRATEGIC PLANNING
The Research division is based on the Three Es: Educate, Execute and
Evaluate. Through these methods, the division drives the strategic goals
of AOT and continually refines AOT’s research capabilities through
the use of technology to better understand and reach targeted visitors,
with an overall goal of achieving the maximum return on investment.
The division monitors tourism indicators, acting as a clearinghouse
for tourism data in order to enhance marketing efforts and evaluate
performance in reaching goals and objectives. Results of on-going and
special research studies are available on www.azot.com. AOT’s internal
Strategic Plan is also produced and managed under this division.
ADVERTISING AND FULFILLMENT
In order to implement AOT’s strategic goals, the Advertising and
Fulfillment division works to create a positive brand image for Arizona
through a comprehensive schedule of advertising aimed at stimulating
interest and motivation levels of potential travelers in key target
markets and customer segments. The division also strives to convert
‘leads’ or consumer inquiries generated by the advertising program into
actual Arizona visitors in an efficient customer-oriented manner and
fulfills requests for travel planning assistance, provides travel planning
materials, disseminates regular correspondence for ‘opt-in’ consumers
and maintains comprehensive, informative Web sites to encourage
extended visits to Arizona. In addition, the division is responsible for
administering the Proposition 302 Maricopa County Grant, which
is available to destination marketing organizations (DMO) within

Maricopa County. The grant program provides funding for tourism
marketing activities such as advertising, public relations and travel
industry marketing.
TRAVEL INDUSTRY MARKETING
The Travel Industry Marketing division helps increase the state’s share
in the tourism marketplace by assisting tour operators and travel agents
in developing new and/or expanding existing tour and travel programs.
The division also assists Arizona destination marketing organizations
and tourism suppliers in their efforts to target the travel trade. As part
of AOT’s effort to assist and motivate tour operators and travel agents
to create and market group and individual tour packages throughout
Arizona, division representatives attend trade shows, coordinate sales
missions, conduct familiarization tours and fulfill collateral requests. In
addition, the division provides follow-up assistance to tour operators to
help facilitate the development of travel packages.
MEDIA RELATIONS AND COMMUNICATIONS
This division conducts programs to position Arizona as a premier
vacation destination by generating positive media coverage in the state’s
domestic and international markets. By promoting Arizona through
the use of media and promotional programs, AOT is able to reach its
target audience with an objective third-person message. The division
works with qualified domestic and international journalists to produce
compelling stories about Arizona that persuade our targeted visitors
to travel to the Grand Canyon State. The division also produces public
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PROGRAM OVERVIEWS

relations materials; represents Arizona at trade shows, media missions,
and events; produces AOT’s annual report and Marketing Plan; and
works with the Public Relations Round Table, which meets quarterly
to offer opportunities for Arizona tourism professionals to share ideas,
success stories and media relations tactics.
TOURISM EDUCATION AND DEVELOPMENT
The division works to strengthen AOT’s partnerships throughout
the state in order to enhance tourism promotion and development.
The division also develops and executes educational and customer
service programs designed to enable tourism organizations and Native
American tribes around the state to attract visitors and provide them
with a quality experience. The Tourism Education and Development
Division oversees the agency’s grant programs, including Teamwork for
Effective Arizona Marketing (TEAM) and Rural Tourism Development,
and is responsible for operating the Painted Cliffs Welcome Center and
other visitor service programs.

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PROGRAMS

AOT conducts an ongoing survey of visitors
to www.arizonaguide.com. The information
is used to better understand visitors’ interests
and information needs and to shape the
overall look, feel and content of the Web site.

RESEARCH
ONGOING RESEARCH STUDIES AVAILABLE IN FY

SPECIAL STUDIES THAT SUPPORT AOT’S GOALS AND INITIATIVES:

07:

• Annual Domestic and International Visitor Profiles: AOT prepares
profiles for domestic and international visitors, including age, income,
origin, travel behaviors (length of stay, spending, party composition)
and where the visitors go. In-depth international profiles are produced
for Japan, Germany, UK, Mexico, France, Australia and Canada. The
2006 Visitor Profiles will be available in July 2007 and all profiles are
posted on www.azot.com.
• Monthly Tourism Indicators: In order to capture the pulse of the
industry on a monthly basis, AOT tracks monthly tourism indicators
from a variety of sources, including lodging statistics, airport
enplanement/deplanement, State Park visitation, National Park
visitation, tourism taxes and visitor centers. These indicators are posted
on www.azot.gov.
• Tourism Industry Trends: In order to make strategic marketing
decisions, AOT analyzes visitor activities that are consistent over the
course of several years. By tracking these behaviors, AOT can develop
programs and campaigns that respond directly to these trends, such as
“girls getaways” or wellness vacations.
• Web Site Analysis: AOT conducts an ongoing survey of visitors to the
state’s main consumer Web site – www.arizonaguide.com. The information is used to better understand visitors’ interests and information
needs and to shape the overall look, feel and content of the Web site.

• Education
- International/Overseas Research: Because international travel is
on the rise, AOT has developed plans to conduct marketing activities
in France and Benelux (Belgium, Netherlands, Luxemburg). Before
entering these markets, AOT will conduct research studies in each
market to determine residents’ awareness and perception of Arizona
as a travel destination and use the results to guide marketing efforts.
- Hispanic Market Research: The research results garnered from a
study in FY 06 will support AOT’s FY 07 marketing activities.
- Mexico Land Visitor Study: As a follow-up of a study originally
conducted in 2001, AOT will work with the University of Arizona
and DMO partners to update information on Arizona’s Mexican
visitors who enter the state via border checkpoints. The study will
provide a profile of these visitors, including origin markets, purpose
of visit, length of stay, trip expenditures and economic impact. This
information will augment the Mexico visitor profile, which only
accounts for visitors who arrive by air.
- Target City Analysis: AOT analyzes a comprehensive set of factors
and data to prepare an annual review of domestic travel patterns to
support the agency’s Target Cities selections for marketing. These
factors include the number of direct airline seats from a market, the
cost to purchase media in that market and the density of residents
that fit within AOT’s primary demographic target.
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PROGRAMS

- Demographic Market Analysis: AOT conducts ongoing research
to ensure proper positioning of Arizona as a destination to
demographic targets. This research also provides valuable insight
into new and developmental target markets.
• Evaluation
- Target City Pre/Post Awareness Study: In order to quantify the
effectiveness of AOT’s Target Cities advertising program, a pre- and
post-campaign awareness study will be conducted in the Target
City of Seattle to determine the effectiveness of the advertising in
reaching the target market.
- Workshops: Internal evaluations of AOT’s workshops ensure quality
programming and delivery to constituents and helps AOT better
understand its goals and improve where needed. Examples of AOT
workshops include AOT on the Road: A Community Outreach
Program, Grand Impressions, TEAM certification workshops and
Native American Workshops (train the trainer series).
- Satisfaction
• Constituent Survey: An evaluation of AOT’s programs and projects
by community constituents to determine effectiveness in meeting
constituent needs.
• Local Visitor Information Center (LVIC) Comment Card Project:
An evaluation of a sample of Arizona’s LVICs through visitor
comment cards. This survey will ensure that visitors’ needs are met
by the visitor centers.
- Advertising Effectiveness Study: As the cornerstone of AOT’s
marketing activities, research is critical to determining the direction
of the agency. This study evaluates the effectiveness of the agency’s
advertising efforts and provides a return on investment for the entire
advertising campaign.

STUDIES TO SUPPORT THE INDUSTRY

• Hotel Visitor Study: For the first time ever, AOT will conduct
a statewide survey that will yield important information on the
characteristics of lodging visitors. Although this has been done on
a city level, a statewide study will give a broader picture of Arizona’s
lodging visitor.
• Economic Impact Study: This annual study will measure the economic
impact of the travel industry in Arizona at a state and county level and
calculate the gross state product for the industry.
• Wage and Employment Study: This new analysis of the travel
industry in terms of employment will provide in-depth information on
the wage structure in Arizona. In addition, the results will assist travelrelated companies in the state in meeting the needs of and creating
opportunities for the future workforce.
STUDIES TO SUPPORT ARIZONA ’ S COMMUNITIES

• Public Information Requests: AOT fulfills community requests for
information on tourism in the state.
• Research Roundtable: Comprised of research professionals from
Arizona’s DMOs, the Research Roundtable meets on a quarterly
basis to discuss tourism-specific research topics. To participate in the
Research Roundtable, contact Audra Beyer at abeyer@azot.gov.
• Best Practices: Through research conducted by Northern Arizona
University, AOT will offer a new series of reports that focus on topics
that are either new trends that Arizona communities would benefit
from knowing about, or topics that are difficult for communities
to implement. The reports will also include information on how to
implement best practices at a community level. Reports will be available
on www.azot.com.

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• Community Visitor Profiles: These profiles are designed to fill the gap
in research that exists at a community level. One community will be
selected each year and a year-long research project will be conducted
to measure visitation to that community. The goal is to give Arizona’s
communities usable information and a better understanding of who
their visitor is and thus make more informed decisions regarding
marketing to those visitors.
STRATEGIC PLANNING
• Agency Strategic Plan: In FY 06, the agency underwent a strategic
planning process to determine the agency’s direction, core strategies
and objectives for the next five years. The FY 07 plan will advance bold
new initiatives that position tourism as a leading Arizona industry.
• Web Site: In FY 07, AOT will launch a new state tourism consumer
Web site. The new Web site will feature state-of-the-art functionality
and in-depth information about Arizona’s tourism products. Research
on Web usage by travelers to state Web sites was utilized to design
and execute the new Web site. AOT is committed to keeping the
Web site up-to-date and will continue to send Arizona communities
quarterly requests for information in order to keep the site current and
comprehensive.
• Arizona.Travel: In January 2006, a new Internet domain was launched.
AOT is in the forefront of destinations embracing the new dot travel
domain name. AOT currently owns and is using the Arizona.Travel
domain in a specific trackable sponsorship promotion. The new domain
will have a full launch in FY 08.
ADVERTISING
BRANDING

In FY 06, AOT joined the Greater Phoenix Convention and Visitors
Bureau in a branding process to more effectively market Arizona and

reach new audiences with a consistent, accurate message about the
experiences and destinations in the Grand Canyon State. In FY 07, AOT
will work with statewide partners to execute the processes outlined in
the branding guidelines, which will define a space for Arizona among our
competitor states that truly differentiates our unique product offerings.
The brand promise is “Inspiring Unforgettable Southwest Moments,”
which encompasses all of Arizona’s vibrant, thrillingly diverse and
awe-inspiring aspects. Serving as the “master” brand, AOT will utilize
this information to create a stronger, unified identity for advertising,
media and communications, at a statewide and regional level.
ADVERTISING CAMPAIGN

Working from AOT’s new national advertising campaign, which was
launched in FY 06, AOT will continue to use the creative to realign
marketing efforts to have larger, higher impact sections in print
publications. In addition, the FY 07 campaign will infuse elements from
AOT’s branding and will encompass the overlying theme of culinary
tourism. In FY 06, AOT effectively utilized new half page spread
layouts, which will continue in FY 07. This innovative spread allows
AOT to maximize advertising exposure and create the opportunity
to provide relevant editorial copy above the advertisement. In FY 07,
AOT will expand the ability to have both advertising and relevant
editorial space in high-impact sections for AOT and partners around
the state. AOT will also leverage advertising buys to foster additional
added value opportunities not only in increased editorial presence, but
opportunities to expand public relations and travel trade initiatives in
key markets.
DOMESTIC LONG - HAUL MARKETING

AOT’s two primary long-haul target demographics will continue to
be Empty Nesters and Affluent Boomer Families. Both targets are aged
45-64 with $125,000-plus incomes. They travel four to six times a year
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for leisure and live in suburban areas around cities. The differentiating
factor is the presence/absence of children living at home. Empty
Nesters, as the term implies, have no children living at home, while
Affluent Boomers have one or more children still living at home.

Typically the messaging is simple with a fun, spirited tone, such
as “Blaze a trail without the help of a snowplow” or “Tee times
recommended, snow boots optional.”
DOMESTIC SHORT - HAUL MARKETING

TARGET CITIES

AOT will continue marketing to key Target Cities through campaigns
in Chicago, Minneapolis and Seattle. Over the past five years, AOT has
explored many different ways to best reach our key market segments in
these geographic areas. In FY 06, AOT effectively saturated the markets
with the Arizona message in the three key Target Cities using radio,
out of home, online, print and television; in FY 07, AOT will use the
same expanded concentration of media but add an additional Target
City, New York. For more information on how to work with AOT in the
Target Cities campaign, contact Casey Ambrose, Director of Advertising
& Fulfillment, at (602) 364-3721 or cambrose@azot.gov.
• Guerilla Marketing: In FY 06, AOT effectively introduced Guerilla
Marketing tactics into the Chicago and Minneapolis markets,
utilizing street teams, giveaways and word-of-mouth to get the Arizona
message out. In FY 07, AOT will continue to explore and incorporate
these campaign efforts into the overall marketing plan for each of the
Target Cities.
• New York City: New this year, AOT will be adding a fourth Target
City in New York. AOT has been building momentum and received
positive results in FY 06 with a limited campaign in this market that
will be expanded in FY 07. The campaign will target New York City
and the surrounding suburbs and will include radio, online and
print advertising.
• Cold-Weather Message: Although the visual elements of the Target
City campaigns remains consistent with the Arizona brand, the
messaging is more focused on winter weather during the coldest
months of the year in those cities (November through March).

AOT’s two primary short haul markets were first introduced in FY 06
and we will continue to build upon that success in FY 07. The targeted
Gen-X Families are between the ages of 35-44, have incomes of $75,000
plus, are in relationships and travel one to two times a year for leisure.
They live in the suburbs and have one or more children. They need to
develop an affinity for Arizona so they will view Arizona as a great place
to vacation again and again. The Extreme Gen-X market is between 25
and 34, and they have incomes of $50,000 plus. They travel one to two
times a year for leisure and live close to or in Arizona. This targeted
traveler has no children and must be educated that this convenient
destination is an exciting and rewarding choice. Last year, the Gen X
market (some 60 million Americans between the ages of 25 and 40)
spent an estimated $2,140 per capita on overall travel including a hotel
stay, versus baby boomers’ spending of $2,016. Also, vacation spending
by Gen Xers has increased 66 percent per trip in the past five years
compared to 25 percent among baby boomers. (Source: D.K. Shifflet &
Associates) This is a growing market in the travel industry. Of course,
the interests and appeals differ quite a bit from their older generations.
These younger travelers want technology, convenience and adventure.
Taking into account that the Gen X audience typically has shorter
planning windows and takes shorter, although more frequent trips in
regional markets, AOT focuses on this group to a greater extent as a
short haul market based on travel patterns.
INSTATE AND REGIONAL MARKETING

Arizona residents and regional visitors continue to be the state’s
number one source of visitation, therefore, AOT includes instate
and regional advertising in its overall marketing plan. The goal of all
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AOT campaigns remains the same: to encourage overnight visitation.
Instate and regional messaging is used to inspire residents in the
major metropolitan areas to get out and explore Arizona, bringing
lesser known places and/or experiences to their attention. For the
Arizona resident the goal is to drive urban dwellers to those more
rural experiences. This target is generally a cynical audience, believing
they know the state, yet perceptual studies have shown that they are
surprised to find out how much diversity there is in terms of the
activities that are just a drive away.
• In FY 07, AOT will redesign the instate campaign to incorporate all
five marketing regions of Arizona (Phoenix and Central, Northern,
Southern, West Coast and North Central), taking into account high and
shoulder seasons, highlighting destination drivers or accelerants and
demonstrating the impact of these advertising efforts to each region.
AOT will facilitate all program aspects internally and will work with
each community to gather input for the messaging. In addition, AOT
will work with Arizona Highways to produce a fulfillment piece for each
region and will include those pieces in fulfillment packets at no cost to
the regions based on requests received through the campaign efforts
of the Instate/Regional Marketing Program. AOT will also develop a
Web page with a call to action that will include a brief overview of each
respective region, suggested itineraries, a request form for collateral
material and provide links to each community in that region for more
information. For more information, or to find out how to work with
AOT on this campaign, please contact Amy Mercier, Advertising
Manager, at (602) 364-3699 or amercier@azot.gov.
• AOT’s FY 07 regional efforts will be honed to focus on the Southern
California region, also targeting Denver-metro and Albuquerque/Santa
Fe. AOT will again target both the boomer segments in more traditional
mediums as well as the Gen X audience in these markets and use
nontraditional media including bus wraps, dry cleaning bags, coffee
wraps, mall and train stations advertising and theaters.

• In October 2006, AOT will be part of a cooperative marketing
opportunity with Cities West Publishing to produce a 13th issue of
Phoenix Magazine that will be an Instate Travel Guide. This special
edition will be co-branded by AOT and will mirror AOT’s regional
divisions, highlight relevant content and the Web-based call to action
will be to order an Official State Visitors Guide and the new regional
fulfillment pieces produced by Arizona Highways.
INTERNATIONAL MARKETING

The Arizona Office of Tourism will have an increased presence in key
international markets in FY 07. Of the five key international markets,
AOT has felt it advantageous to support both trade and public relations
efforts in Canada, Mexico and the UK. Currently, there are no plans for
consumer advertising in Germany and Japan, but AOT does fulfill our
standard travel packet and international fulfillment pieces to each market.
• Canada: AOT has had travel industry marketing and public relations
representation in Canada since 1995. To build upon the efforts to drive
industry demand for Arizona product and the destination, AOT has
continued to expand our consumer advertising presence since 2002.
Canadians’ awareness of and interest in Arizona as a travel destination
has increased dramatically during that time. This rising demand
caused a drastic improvement in the air service between Canada and
Arizona, with U.S. Airways, Air Canada and WestJet now offering daily
nonstop flights between Arizona and key Canadian hubs, including
Toronto, Calgary, Vancouver and Edmonton. In 2004, Arizona received
more than 356,000 visitors from Canada, marking a 19 percent
increase over the previous year. These visitors stayed an average of 19
nights in Arizona and spent more than $285 million in the state. The
combination of a strengthening Canadian dollar and increased direct air
service has prompted AOT to increase efforts in Canada in FY 07, with
a more robust trade and media relations program. AOT will also largely
expand the consumer marketing presence in the Canadian market.
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Building upon efforts in FY 06 in Toronto, Edmonton, Vancouver and
Calgary, AOT will expand the print and online advertising campaign in
Winnipeg, Ottawa and Montreal.
• Mexico: AOT has had travel industry marketing and public relations
representation in Mexico since 1995. To build upon the efforts to drive
industry demand for Arizona as a destination, AOT began a consumer
marketing effort in Northern Mexico in 2004. The Mexican traveler
often has an affinity for Arizona because of their proximity to the state
and the fact that they often have friends and relatives living in Arizona.
This market is motivated by the lure of visiting friends and relatives,
access to diverse shopping experiences and high-end resort, golf and
spa products. While these interests are primarily focused on southern
Arizona, recent marketing efforts have aimed at increasing the Mexican
traveler’s knowledge of northern Arizona. In 2004, Arizona received
42,000 visitors from Mexico via air only. This does not include visitors
that enter Arizona by automobile. These visitors stayed an average of 7.5
nights and had a direct economic impact of $42 million. AOT will be
conducting an extensive research study on these visitors in
FY07 in order to obtain a more accurate picture of the Mexican visitor’s
impact on Arizona tourism. In FY 07, AOT will continue our expanded
Northern Mexico campaign concentrating on the states of Sonora,
Sinaloa and Chihuahua.
• United Kingdom: AOT has had travel industry marketing and public
relations representation in the United Kingdom since 1995. The United
Kingdom is Arizona’s number one overseas market, as it has an affinity
for Arizona’s wide open spaces and natural attractions. The strength
of visitation from the UK has kept a nonstop British Airways flight
between London and Phoenix operating for more than 10 years. In
2004, Arizona received 116,000 visitors from the United Kingdom.
These visitors stayed an average of 3.5 nights in Arizona and spent
more than $41 million in the state. In FY 07 AOT will again work with

British Airways to execute a cooperative consumer marketing campaign
encouraging visitation to Arizona with a direct mail component, instore promotion through the British Airways Travel Shops along with
a heavy online presence and a Web site encouraging visitation and
booking capabilities to Arizona.
SPONSORSHIPS AND PROMOTIONS

As a tool to help increase brand awareness, AOT is involved in various
sponsorship and promotional initiatives that position the state as a
premier travel destination, bring high value visitors to the state, and
encourage them to extend their stays beyond the event and travel
throughout Arizona. Below is a sampling of some programs that AOT
will be a part of in FY 07:
•
•
•
•
•
•
•
•

P. F. Chang’s Rock N’ Roll Arizona Marathon and Half Marathon
Samsonite in-store promotion
Tucson Open
Arizona Diamondbacks
Tostitos Fiesta Bowl
Super Bowl 2008
Arizona.Travel 200 NASCAR Busch series race
Arizona Highways Television
All sponsorship proposals are evaluated by the Arizona Office of
Tourism by a list of guidelines and criteria to ensure maximum return
on investment for the state.

FULFILLMENT

Fulfillment is the tool that supplies consumers with information to
inspire them to visit Arizona. It also enables AOT to track responses
so that the agency can capture, analyze and interpret data to gain a
better knowledge about how to influence travel decisions. Part of that
includes collecting the interests of Arizona visitors and information on
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their planned activities. Data capture is integral to the success of AOT’s
advertising initiatives and relationship marketing projects. The data is
used to build the foundation for cooperative marketing programs.
By analyzing and recording consumer information including
demographic and psychographic data, the agency has the benefit of an
available stream of valid information that it uses to make decisions
about advertising, media relations, products and trade. Consumer
requests for travel information are fulfilled with the Arizona Travel
Packet, which includes an Official State Visitor’s Guide, a 144-page
glossy publication, and an Official State Visitor’s Map.
• Distribute Marketing Material in AOT Travel Packets:
Opportunities for DMOs are available to insert marketing or
promotional materials in the AOT travel packets that are sent to fulfill
information requests. For information on how to participate in this
program, to request a rate sheet or for any questions, contact Lori
Rogers, Fulfillment Manager, at (602) 364-3712 or lrogers@azot.gov.
MEDIA PUBLICATIONS

With a circulation of 625,000 annually, the Arizona Official State
Visitor’s Guide (OSVG) is the official fulfillment publication for the
Arizona Office of Tourism. The Official State Visitor’s Map is the
accompanying piece to the Visitor’s Guide. The OSVG is the only
magazine included in AOT’s standard travel packet that is given to all
consumers by request both domestically and in our targeted international
markets. It is the largest and most complete visitor publication in the
state, and features detailed information and beautiful photography of
all areas of Arizona. In FY 07, AOT will be rewriting the existing text for
the Guide, and will solicit communities in Arizona for fact-checking
and information updates. The new text will include a more intuitive
organization that will follow the layout of AOT’s new consumer Web site.

In addition, the new Guide will have an underlying theme of culinary
tourism. Communities interested in advertising in the Official State
Visitor’s Guide may contact Lori Rogers, Fulfillment Manager,
at (602) 364-3712 or lrogers@azot.gov.
DATA ANALYSIS AND TRACKING INQUIRIES

Capturing and analyzing data is integral to the success of AOT’s
advertising initiatives and relationship marketing projects. Currently,
AOT has a seamless process for data transfer and analysis from
various inquiry sources (Web, call center and data entry) that enables
the agency to capitalize on every inquiry. AOT is moving toward a
total Customer Relationship Management (CRM) system that will
incorporate ‘real time’ analysis. Within the next year, AOT will be able
to instantaneously view information such as personal preferences,
economic history and travel patterns of potential visitors. Using ‘real
time’ tracking, AOT will be able to identify and service customers
precisely, look at the multiple communications for each person (such
as number of times they are contacted in a year through fulfillment or
e-newsletters), what their preferences are and how to best meet their
needs to keep Arizona top of mind as a travel destination. AOT will be
able to recommend and provide information on Arizona travel products
and experiences that are most likely to have the greatest appeal to
consumers on an individual basis.

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Based on the success of past IMAX
Road Show campaigns in the UK and
Chicago, AOT is taking the same formula
and implementing it in Canada.

TRADE SHOWS AND SALES MISSIONS
AOT’s Travel Industry Marketing and Media Relations Divisions
organize and/or attend several domestic and international trade shows,
sales and media missions on an annual basis. AOT’s participation in
these events is designed to educate travel and media professionals on
Arizona and increase the state’s presence in tour operator programs and
media publications and broadcasts. A majority of these opportunities
are also open to our tourism industry partners from around the state.
At the conclusion of most trade shows and sales missions, a lead report
will be available.

in Tucson in 2004 and because of the format of the event, AOT
opted to participate again. The show is based around prescheduled
appointments, which means that participants are guaranteed to meet
with most of the media that they want to pitch.
AOT contact: Heather Koncilja, hkoncilja@azot.gov or
(602)364-3698
GRAND CANYON IMAX ROAD SHOW

– CANADA

date: September 18-29, 2006
location: Eastern and Western Canada

TRAVEL MEDIA SHOWCASE

date: August 22-25, 2006
location: Fayetteville, North Carolina

participants: Participation is open to Arizona CVBs, Chambers,
DMOs, hotels and suppliers. Participation will be limited and may be
determined by a lottery.

participants: Participation is open to anyone in the tourism industry.
Visit www.travelmediashowcase.com for additional information
and to register.

cost: TBD – About $2,000/week, plus travel expenses

cost: TBA

program summary: Based on the success of past IMAX Road Show
campaigns in the UK and Chicago, AOT is taking the same formula
and implementing it in Canada. The campaign consists of bringing
the “Grand Canyon: The Hidden Secrets” IMAX film to select cities in
Canada. The film will show multiple times throughout the day with
morning viewings focusing on schoolchildren and evening viewings
reserved for consumers and VIPs. The movie is shown free of charge

audience: U.S. and Canada based travel writers and editors
program summary: Travel Media Showcase offers the opportunity for
top travel journalists and travel industry professionals to meet oneon-one, at a single location, for the purpose of exchanging information
and developing personal contacts. Travel Media Showcase was held

audience: Canadian travel and travel trade media, tour operators, travel
agents and consumers

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and everyone in attendance receives a gift bag with collateral material
from the partners. The movie is typically screened on Tuesday and
Thursday, leaving other weekdays open to conduct media and trade
appointments in those markets. The cities are still being determined,
but one week will focus on Western Canada (Vancouver, Calgary and/or
Edmonton) and the other week will focus on Eastern Canada (Toronto,
Montreal and/or Ottawa). Each week is priced separately.
AOT Contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Jennifer Sutcliffe, jsutcliffe@azot.gov or (602)364-3693.

SEE AMERICA WEEK INCLUDING SEE AMERICA WORKSHOP ,
JAPAN ASSOCIATION OF TRAVEL AGENTS ( JATA ) WORLD
TRAVEL FAIR AND MEDIA MARKETPLACE

date: September 19-25, 2006
location: Osaka and Tokyo, Japan
Participants: Participation is open to anyone in the tourism industry.
Visit www.jata-net.or.jp/english or www.tia.org for additional
information and to register.
cost: Varies

LA CUMBRE

date: September 6-8, 2006
location: Las Vegas, NV
Participants: Participation is open to anyone in the tourism industry.
Visit www.lacumbre.com for additional information and to register.
cost: $2,450 for a 10’ x 10’ booth plus registration for one delegate
Audience: Latin American travel trade and media representatives
Program Summary: La Cumbre is the premier travel industry
conference for the sales and marketing of travel to the United States
from Latin America and the Caribbean. The event features a structured,
computer-matched marketplace enabling buyers and suppliers to
meet during scheduled appointments. However, few appointments
are confirmed in advance and exhibitors generally attempt to schedule
additional appointments on-site. Approximately 500 travel trade and
120 press members from throughout Latin America attend this event.
Barbara Jackson, AOT’s Mexico representative will attend this event.
Brochure distribution will be available through the Arizona Office of
Tourism at a cost of $200, plus shipping.

Audience: Japanese travel trade, media representatives and consumers
Program Summary: See America Week kicks off with a See America
Workshop in Osaka that specifically targets local tour operators and
travel agents. In 2005 more than 100 travel agents and tour operators
met with 28 U.S suppliers. Immediately following the Workshop,
participants travel to Tokyo for JATA World Travel Fair, the largest
trade and consumer travel show in Japan. This event invites overseas
and domestic travel industry and related professionals from travel
agencies, tour operators, government tourist offices, public sector
organizations, airlines, educational institutions, travel trade/consumer
media organizations to exhibit their destinations and products. In
2005, 67,297 general public visitors and 36,907 travel trade and press
attended this event. Following JATA World Travel Fair, Travel Industry
Association of Arizona hosts a media marketplace for Japanese travel
and travel trade media. Sixty-three writers attended last year.
AOT contact: Mary Rittmann, mrittmann@azot.gov or
(602)364-3730 or Jacki Mieler, jmieler@azot.gov or (602)364-3697

AOT contact: Mary Rittmann, mrittmann@azot.gov
or (602)364-3730

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TRAVEL TRADE WORKSHOP

dates: TBD - October 2006
location: Montreux, Switzerland
Participants: Participation is open to anyone in the tourism industry.
cost: N/A
audience: Swiss tour operators and travel agents
Program Summary: Travel Trade Workshop (TTW) is Switzerland’s
leading travel trade show. In attendance are approximately 4,000
Swiss travel agents, all leading Swiss tour operators and international
airlines. AOT partners with the Visit USA Committee Switzerland on
the booth. This is not an appointment show, but meetings are arranged
with all leading Swiss tour operators. Albert Jennings, the Germany
representative, will attend on behalf of AOT. Brochure distribution will
be available through the Arizona Office of Tourism at a cost of $200,
plus shipping.
AOT contact: Hylton Fothergill, hfothergill@azot.gov
or (602)364-3706
NEW YORK MEDIA MARKETPLACE

date: October 5, 2006
location: TBD venue in the New York City area
cost to participate: $800 plus travel expenses for up to two delegates.
AOT will attempt to secure a discounted hotel rate to share with the
partners.
participants: Participation is open to Arizona CVBs, Chambers, DMOs
and members. Participation will be limited to 15 partners and is first
come, first served.
audience: New York and national travel, trade, lifestyle and culinary
media — print, broadcast and online.

program summary: AOT organizes a media marketplace event on an
annual basis, rotating between Los Angeles and New York each year.
AOT will secure a contractor in New York City to organize the event
on behalf of Arizona. All event details are reflected in the participation
cost, including venue, food & beverage, invitations and coordination
fees. AOT is expecting about 15 representatives from Arizona to
participate and 65-85 targeted media to attend the event, which will
be a combination marketplace exhibit and reception. All partners will
receive a full media contact list at the conclusion of the event.
AOT contact: Heather Koncilja, hkoncilja@azot.gov or
(602)364-3698
ARIZONA SHOWCASE

date: October 4-5, 2006
location: Hermosillo, Sonora - Mexico
Participants: Participation is open to Arizona CVBs, Chambers, DMOs
hotels and suppliers.
cost: The cost to participate varies from $800-$2,000 depending on the
type of supplier and level of participation, plus travel expenses.
Audience: Sonoran travel agents, media and consumers
program summary: This annual event promotes fall and holiday
shopping, attractions and accommodations throughout Arizona to both
residents and travel agents of Hermosillo and Ciudad Obregón. The
travel agent and media event consists of a tradeshow, reception with
a mini-fashion show and a destination presentation. The consumer
event consists of a tradeshow with supplier exhibits, a fashion show
highlighting important society members as the models and dinner.
Proceeds of the consumer event benefit a local charity which also
generates media interest. In 2005 attendance reached a maximum
level of 850 people.
AOT contact: Mary Rittmann, mrittmann@azot.gov or (602)364-3730
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SOCIETY OF AMERICAN TRAVEL WRITERS ANNUAL CONFERENCE

SOUTHWEST USA PROMOTIONS

date: October 18-23, 2006

date: November 2006 - March 2007

location: Santiago, Chile

location: Throughout Germany

participants: This conference is only open to members of SATW.

participants: Arizona, Colorado, New Mexico and Utah

cost: $870 - $1,240

cost: N/A

audience: U.S. and Canada-based travel writers and editors that are
SATW members

audience: German consumers
Program Summary: Albert Jennings and Get It Across Marketing will
attend six to seven German consumer shows on behalf of Arizona,
Colorado, Utah and New Mexico. These shows attract between 24,500
and 200,000 people depending on the city. A sweepstakes drawing is
held for flights, rental cars and overnight packages in the Southwest
region. Follow-up mailings are executed by selected German tour
operators for each city. Cities to be included are still to be determined
but may include Cologne, Mannheim, Stuttgart, Hamburg, Munich,
Essen and Luxemburg.

program summary: The Society of American Travel Writers (SATW)
is the premier organization for U.S. and Canadian travel writers. The
Annual Conference offers opportunities to interact with the active
members of SATW during the media marketplace and conference
activities.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697
ARIZONA ’ S NATIVE LANDS PRESS TRIP

date: October 30 – November 4, 2006
locations: Navajo, Hopi, Apache, Fort McDowell Yavapai and Gila River
Indian Reservations

NORTH AMERICAN TOUR OPERATOR
ASSOCIATION ( NTA ) MARKETPLACE

date: November 3-7, 2006

audience: Domestic and international travel writers

location: Salt Lake City, Utah

program summary: As part of AOT’s Press Trip program, this is one
of four trips planned for FY 07. The Native Lands press trip will include
cultural, heritage and scenic highlights from the Navajo, Hopi, Apache,
Fort McDowell Yavapai and Gila River Indian Reservations.

participants: Participation is limited to NTA members. Visit
www.ntaonline.com for additional information and to register.

AOT contact: Heather Koncilja, hkoncilja@azot.gov or (602)364-3698

program summary: This annual conference is the largest domestic
North American Tour Operator show in the U.S. The event provides
buyers and sellers with the opportunity to meet one-on-one during prescheduled, seven-minute appointments. Also featured are educational
seminars and networking functions.

cost: $1,095
audience: North American tour operators

AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov, or (602)364-3693
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The OMCA Marketplace is
Canada’s largest tour operator show
(always held in Toronto) attracting
DMOs and suppliers from the U.S.
and other countries.

WORLD TRAVEL MARKET

date: November 6-9, 2006

ONTARIO MOTORCOACH ASSOCIATION ( OMCA )
MARKETPLACE & CONFERENCE

location: London, United Kingdom

date: November 12-15, 2006

participants: Participation is open to CVBs, Chambers, DMOs,
hotels and suppliers.

location: Sheraton Center Hotel, Toronto, Ontario - Canada

cost: $2,000 for the first delegate and $500 for a second delegate
from the same organization, plus travel expenses. In addition, the
PR delegation hosts an evening media function that typically costs
about $450/partner.
audience: UK travel and trade media
program summary: Open exclusively to the trade and media, World
Travel Market (WTM) is one of the international travel industry’s
premier business-to-business forums with more than 5,000 leading
suppliers and 44,000 industry professionals from more than 190
countries present. At WTM in 2005, AOT met with about 50 travel
journalists and 40 tour operators at the Arizona booth and at an
Arizona media reception. AOT’s agency in the UK facilitates media and
trade appointments and organizes the evening media function.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Hylton Fothergill, hfothergill@azot.gov or (602)364-3706

participants: Participation is limited to OMCA members.
Visit www.omca.com for additional information and to register.
cost: CDN $795, plus travel expenses
audience: Canadian tour operators
program summary: This annual conference is Canada’s largest tour
operator show (always held in Toronto) attracting DMOs and suppliers
from the U.S. and other countries. The event provides buyers and
sellers with the opportunity to meet one-on-one during prescheduled,
seven-minute appointments. Also featured are educational seminars
and networking functions.
AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov or (602)364-3693
TRAVEL CLASSICS WEST

date: November 16-19, 2006
location: Four Seasons Resort Scottsdale at Troon North – Scottsdale, AZ
participants: Participation is open to any Arizona tourism supplier.
cost: Costs vary depending on level of participation.
Visit www.travelclassics.com for more information.
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audience: U.S. and Canada based freelance travel writers
and editors.
program summary: Held for the second time in Arizona last year,
Travel Classics West is returning to Scottsdale for the third consecutive
year. Travel Classics is a premier travel writer conference that allows
freelance travel writers the opportunity to meet with the industry’s
top editors. There is a low writer / editor ratio and pre-scheduled
appointments, which gives the writers ample opportunities to have
one-on-one time with the editors. This conference attracts topnotch editors from publications such as Sunset Magazine, National
Geographic Adventure, Westways, Golf for Women, Bon Appetit and
more. AOT is the Platinum Sponsor of the conference and works with
the writers to organize pre and post conference FAM trips. In 2005,
more than half of the participants participated in FAM trips.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697
Sponsorship Contact: Maren Rudolph, Travel Classics –
maren@travelclassics.com or 914-591-4503
UNITED STATES TOUR OPERATOR ASSOCIATION ( USTOA )

guidelines. USTOA holds a conference for travel suppliers and travel
buyers to come together for educational seminars, pre-scheduled business
appointments and special networking events in a three-day industry event.
AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov or
(602)364-3693
MAIN DRAG

& OFF THE BEATEN PATH PRESS TRIP

date: January 22-27, 2007
locations: Bullhead City, Kingman, Grand Canyon West, Oatman, Lake
Mead, Lake Mohave, Lake Havasu City
audience: Domestic and international travel writers
program summary: As part of AOT’s Press Trip program, this is one
of four trips planned for FY 07. This trip will focus on the recreational
activities available along Arizona’s West Coast and onto the western
part of Route 66.
AOT contact: Heather Koncilja, hkoncilja@azot.gov or (602)364-3698
ARIZONA NIGHT AT THE AIR CANADA CENTRE

date: December 9-11, 2006

date: TBD – January or February 2007

location: The Westin Kierland Resort - Scottsdale, AZ

location: Toronto, Ontario

participants: Participation is limited to USTOA members.
Visit www.ustoa.com for more information and to register.

participants: CVBs/Chambers/DMOs

cost: $650
audience: US tour operators

audience: Canadian travel and trade media, tour operators, travel agents
and consumers

program summary: The United States Tour Operators Association
(USTOA) is a professional association representing the tour operator
industry. It is composed of companies whose tours and packages
encompass the entire globe and who conduct business in the U.S.
Accordingly, the association members must meet strict minimum

program summary: AOT has had trade and media relations
representation in Canada since 1995, and has worked diligently to
increase awareness of and visitation to Arizona from this valuable market.
The travel trade and travel writers have been extremely receptive to these
efforts, thereby making Canada one of Arizona’s top international markets.

cost: TBD – Costs will vary depending on level of consumer promotions

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As a “thank you” to the industry, AOT and its partners hosted an “Arizona
Night” at a Toronto Maple Leafs game in 2006, inviting them to learn
more about Arizona and giving them a ticket to the hottest game in town.
The event was a resounding success and it was decided to continue and
build upon it for 2007. The goal is to involve a consumer element in the
program, thereby reaching a broader audience.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Jennifer Sutcliffe, jsutcliffe@azot.gov or (602)364-3693
NAJ SUMMIT

date: TBD - January 2007
location: Los Angeles, California
participants: Participation is open to anyone in the tourism industry.
Visit www.thetouroperator.com/najsummit/about.htm for more
information and to register.
cost: Approximately $1,100

AMERICAN BUS ASSOCIATION ( ABA ) MARKETPLACE

date: January 28 –February 1, 2007
location: Grapevine, Texas
participants: Participation is limited to ABA members. Visit
www.buses.org for more information and to register.
cost: $1,080
audience: North American tour operators
program summary: This annual conference is a major domestic, North
American tour operator trade show in the U.S. and rotates locations
each year. The event provides buyers and sellers with the opportunity to
meet one-on-one during pre-scheduled, seven-minute appointments.
Educational seminars and networking functions are also featured.
The operators who attend this show tend to be smaller motor coach
companies who offer more pre-scheduled, custom tours.
AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov or
(602)364-3693

audience: Receptive Operators
program summary: The NAJ Summit, produced in cooperation
with the Receptive Services Association (RSA), is a two-day West
Coast tour operator/receptive event. This event is an efficient sales,
education and networking opportunity for DMOs suppliers wishing
to promote to West Coast (California and Las Vegas based) operators
and receptives. The Summit highlights pre-scheduled appointments
offering participants the opportunity to meet with 25-30 receptive
travel companies in one setting.
AOT contact: Hylton Fothergill, hfothergill@azot.gov,
(602)364-3706

TRAVEL MEDIA ASSOCIATION OF CANADA ( TMAC )
MEDIA MARKETPLACE

date: TBD – February 2007
location: London, Ontario
participants: Participation is limited to TMAC members. Chris Ryall,
AOT’s Canadian PR representative, is a member of the organization.
audience: Canadian travel and trade media
program summary: The Travel Media Association of Canada always
organizes a media marketplace event at their annual conference.
The format of the marketplace allows for pre-scheduled one-onone appointments with the travel writers, based on their preference
of destinations to meet with. AOT’s Director of Media Relations
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The TIA SeeAmerica Media
Marketplace in Mexico attracts more
than 50 writers from Mexico’s top
trade and consumer publications.

and Canadian public relations representative will attend the media
marketplace on behalf of Arizona.

participants: Participation is open to anyone in the
tourism industry.

AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697

cost: Approximately $1,900

TIA SEE AMERICA MEDIA MARKETPLACE

– MEXICO CITY

date: TBD – February 2007
location: Mexico City, Mexico
participants: Participation is open to Arizona CVBs, Chambers and
DMOs.
cost: Media Marketplace – About $600, Arizona Breakfast - $200
audience: Mexican travel and trade media
program summary: The TIA SeeAmerica Media Marketplace in Mexico
is held in conjunction with the Expo Vacaciones trade show (see below).
The media marketplace attracts more than 50 writers from Mexico’s top
trade and consumer publications. In order to have a stronger Arizona
presence and take advantage of already being in Mexico, the Arizona
delegation hosts a media breakfast to share the Arizona message.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697
EXPO VACACIONES

audience: Mexican tour operators, travel agents and trade and
travel media
program summary: Organized by the Visit USA Committee in Mexico,
Expo Vacaciones is one of the largest tourism trade shows in Mexico.
Exhibitors include U.S. destinations, hotels, airlines, and tourism
service companies and their local representatives. Expo Vacaciones
provides one-on-one appointments with leading Mexican wholesalers
and tour operators and an optional See America Media Day which is cosponsored by the Travel Industry Association of America (see above).
AOT contact: Mary Rittmann, mrittmann@azot.gov or
(602)364-3730
VANCOUVER GOLF

& TRAVEL SHOW

date: February 2007
location: Vancouver, British Columbia, Canada
participants: Participation is open to anyone in the tourism industry.
Visit www.vancouvergolfshow.com for more information.

date: February 2007

cost: CDN $1,395 per 10’ x 10’ booth

location: Mexico City, Mexico

audience: Canadian consumers

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program summary: This annual golf marketplace provides consumers
with the opportunity to test the latest equipment, obtain free
instruction, research golf resort vacations and purchase products at
special show prices. Exhibits will have many opportunities to showcase,
demonstrate and sell directly to more than 22,000 golf enthusiasts
who attend this event. Brochure distribution will be available through
the Arizona Office of Tourism at a cost of $200 plus shipping.
AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov or
(602)364-3693
GO WEST SUMMIT

date: February 12-15, 2007
location: Portland, Oregon
participants: Participation is open to anyone in the tourism industry.
Visit www.gowestsummit.com for more information and to register.
cost: $1,245
audience: International tour operators and wholesalers, and U.S.-based
receptive operators
program summary: Attended by European, Latin-American, and
Asian operators as well as U.S. receptive operators, this show offers a
marketplace with pre-scheduled, 15-minute appointments. Go West
Summit is sponsored by most Western states and the venues rotate
annually between these states. Seminars and networking events
are also featured.
AOT contact: Hylton Fothergill, hfothergill@azot.gov or
(602)364-3706

SEE AMERICA MEDIA MARKETPLACE

- UK

date: TBD – March 2007
location: London, England
participants: All tourism suppliers – visit www.tia.org for more information
cost: TBD – usually around $750
audience: UK travel and trade press
program summary: AOT’s UK public relations representative attends
the media marketplace in London on behalf of the State.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697
RIDING ARIZONA ’ S RAILS

& TRAILS PRESS TRIP

date: March 26-31, 2007
locations: Cottonwood, Grand Canyon, Wickenburg, Sedona,
Strawberry, Scottsdale
audience: Domestic and international travel writers
program summary: As part of AOT’s Press Trip program, this is one
of four trips planned for FY 07. This trip will focus on railway and offroad adventures in Arizona, such as the Verde Canyon Railroad, Grand
Canyon Railway, horseback riding at a dude ranch, desert Jeep tours,
and more.
AOT contact: Heather Koncilja, hkoncilja@azot.gov or (602)364-3698
TORONTO GOLF

& TRAVEL SHOW

date: TBD - March 2007
location: Toronto, Ontario, Canada
participants: Participation is open to anyone in the tourism industry.
Visit www.golfshow.701.com for more information.

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cost: CDN $1,795 for a 10’ x 10’ booth
audience: Canadian consumers
program summary: This is North America’s largest consumer golf
show. Now in its 17th year, the Toronto Star Golf & Travel Show attracts
up to 35,000 golf enthusiasts including consumers and some tour
operators. Brochure distribution will be available through the Arizona
Office of Tourism at a cost of $200, plus shipping.
AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov
or (602)364-3693
INTERNATIONALE TOURISMUS BOERSE ( ITB )

date: March 7-11, 2007
location: Berlin, Germany
participants: Participation is open to Arizona CVBs, Chambers,
DMOs, hotels and suppliers.
cost: $2,000 for first delegate and $500 for second delegate from
the same organization, plus travel expenses. In addition, the PR
delegation hosts an evening media function that typically costs
about $450 per partner.
audience: German speaking travel and trade media
program summary: The ITB is known throughout the world as the
leading trade fair for the global tourism industry. This makes ITB
Berlin the main forum for communication and marketing for the
worldwide tourism sector. It is an ideal opportunity for exhibitors to
get their messages out to both trade visitors and the general public.
ITB is the world’s largest travel industry trade show with more than
7,000 exhibitors from 188 countries competing for travel business
from this important European market. At ITB in 2006, AOT met
with approximately 40 tour operators and 45 travel journalists at the
Arizona booth and at an Arizona media reception.

AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Hylton Fothergill, hfothergill@azot.gov or (602) 364-3706
FRENCH MEDIA AND TRADE SALES MISSION

date: Post-ITB
location: Paris, France
participants: Participation is open to Arizona CVBs, Chambers,
DMOs, hotels and suppliers.
cost: TBD
audience: French travel media and travel trade professionals
program summary: AOT began working in the French market in
FY 06 by hosting a media and trade event in conjunction with other
Arizona tourism suppliers. Based on the increasing importance of the
French market, AOT is expanding its efforts for FY 07. The media and
trade event will be repeated and complemented with media and trade
appointments in Paris.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Hylton Fothergill, hfothergill@azot.gov or (602) 364-3706
NTA SPRING MEET

date: April 26-28, 2007
location: Kelowna, British Columbia
participants: Participation is limited to event sponsors (who must be
NTA members).
cost: Varies
audience: North American tour operators

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Pow Wow is the premier international
trade show in the US attracting nearly
1,500 international tour operators
and more than 250 travel journalists
from more than 40 countries each year.

program summary: NTA Spring Meet is primarily designed for
tour operators to attend seminars, networking events and
familiarization tours without a marketplace for suppliers or
destination marketing companies.
AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov or (602)364-3693

ARLAG

date: May 2007
location: Guadalajara, Jalisco, Mexico
participants: Participation is open to anyone in the tourism industry.
cost: $500 per booth

TIA ’ S INTERNATIONAL POW WOW

date: April 21-25, 2007
location: Anaheim, California
participants: All tourism suppliers
cost: Visit www.tia.org for booth information.
audience: International tourism buyers and media
program summary: Pow Wow, organized by the Travel Industry
Association of America (TIA), is the premier international trade show
in the US attracting nearly 1,500 international tour operators and more
than 250 travel journalists from more than 40 countries each year. AOT
attends with staff and international representatives conducting 20minute, pre-scheduled appointments over the course of three days. In
addition to meeting with media at the Arizona booth, AOT also has the
opportunity to meet with journalists at the Media Marketplace, which
is typically held on the first day of the show.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Hylton Fothergill, hfothergill@azot.gov or (602)364-3706

audience: Mexican travel agents primarily from Guadalajara and the
State of Jalisco
program summary: This yearly trade show, which takes place in the
city of Guadalajara, is put together by the Airline Representatives
Association of that city. This trade show is interesting because it not
only attracts travel agents from Guadalajara and neighboring cities, but
also travel agents from throughout the Mexican Republic. Brochure
distribution will be available through the Arizona Office of Tourism at a
cost of $200, plus shipping.
AOT contact: Mary Rittmann, mrittmann@azot.gov
or (602)364-3730
GUADALAJARA

& MONTERREY MEDIA & TRADE EVENTS

date: May 2007
location: Guadalajara, Mexico
participants: ARLAG is open to all tourism suppliers
cost: TBD

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audience: Guadalajara area media and travel trade professionals
Program Summary: In FY 07 AOT will couple a VIP trade and media
event with ARLAG. Monterrey is also an important market for Arizona,
so AOT will take advantage of being in Mexico to also host a media and
trade event in this market.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Mary Rittmann, mrittmann@azot.gov or (602)364-3730

related to a topic that is of interest to tourism PR professionals.
AOT contact: Heather Koncilja, hkoncilja@azot.gov or
(602)364-3698
PUBLIC RELATIONS SOCIETY OF AMERICA TRAVEL
CONFERENCE

& TOURISM

date: TBD
location: TBD

TREASURES OF SOUTHEASTERN
ARIZONA PRESS TRIP

date: May 14-19, 2007
locations: Tucson, Sierra Vista, Bisbee, Tombstone, Willcox,
Patagonia, Sonoita
audience: Domestic and international travel writers
Program Summary: As part of AOT’s Press Trip program, this is one of
four trips planned for FY 07. This trip will focus on Tucson and other
gems in southeastern Arizona, such as Bisbee, Kartchner Caverns,
Patagonia and Sonoita.
AOT contact: Heather Koncilja, hkoncilja@azot.gov or (602)364-3698
ARIZONA MEDIA MARKETPLACE

date: TBD – Late Spring 2007

participants: All tourism suppliers – visit www.prsa.org
for more information
cost: TBD
audience: Public relations professionals, U.S. travel writers
program summary: The Public Relations Society of America’s Travel
& Tourism Section annual conference is one of the industry’s premier
educational and networking opportunities. Programming includes
plenary sessions with top travel writers and a media marketplace event.
The conference is also held in conjunction with the Society of American
Travel Writers Associates Council meeting.
AOT contact: Heather Koncilja, hkoncilja@azot.gov or (602)364-3698
SOCIETY OF AMERICAN TRAVEL WRITERS
WESTERN CHAPTER MEETING

location: TBD – Greater Phoenix Area

date: TBD

participants: All tourism suppliers

location: TBD

cost: $150

participants: This conference is only open to members of SATW. Visit
www.satw.org for information on how to join.

audience: Arizona-based and regional travel and tourism writers
Program Summary: Now in its third year, the Arizona Media
Marketplace gives AOT’s constituents a low-cost opportunity to
meet with the wealth of travel writers that live in Arizona and the
surrounding regional markets. In addition to the media marketplace,
the afternoon also consists of a professional development session

cost: TBD
audience: U.S.- and Canada-based travel writers and editors that are
SATW Western Chapter members
program summary: The Society of American Travel Writers (SATW)
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In 2004, Arizona received more than
356,000 visitors from Canada, marking
a 19 percent increase over the previous
year. These visitors stayed an average of
19 nights in Arizona and spent more than
$285 million in the state.

is the premier organization for U.S. and Canadian travel writers. The
Western Chapter meeting is smaller than the annual conference,
allowing for more one-on-one time with the writers that are based in
the Western states.

representation. This contractor is responsible for the day-to-day
functions of operating an AOT office in Canada and for keeping the
Canadian travel trade and media up to date on the latest Arizona
product developments and travel-related news.

AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697

Travel Marketing Experts
contact: Chris Ryall
55 Town Centre Court, Suite 642
Toronto, Ontario, Canada M1P 4X4
Tel: 416-861-1240
Fax: 416-861-1108
chris@travelmarketingexperts.com

INTERNATIONAL MARKETING
CANADA
AOT has had travel industry marketing and public relations
representation in Canada since 1995. Canadians’ awareness of and
interest in Arizona as a travel destination has increased dramatically
during that time. This rising demand caused a drastic improvement
in the air service between Canada and Arizona with U.S. Airways,
Air Canada and WestJet now offering daily nonstop flights between
Arizona and key Canadian hubs, including Toronto, Calgary, Vancouver
and Edmonton. In 2004, Arizona received more than 356,000 visitors
from Canada, marking a 19 percent increase over the previous year.
These visitors stayed an average of 19 nights in Arizona and spent more
than $285 million in the state. The combination of a strengthening
Canadian dollar and increased direct air service has prompted AOT to
increase efforts in Canada in FY 07, with expanded consumer marketing
and a more robust trade and media relations program.

AOT currently contracts with Toronto-based Travel Marketing
Experts to provide travel industry marketing and media relations

In addition, AOT has the following marketing activities planned for
the Canadian market in FY 07:
GRAND CANYON IMAX ROAD SHOW

– CANADA

date: September 18-29, 2006
location: Eastern and Western Canada
participants: Participation is open to Arizona CVBs, Chambers,
DMOs, hotels and suppliers. Participation will be limited and may be
determined by a lottery.
cost: TBD – About $2,000 a week, plus travel expenses
audience: Canadian travel and travel trade media, tour operators, travel
agents, and consumers
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program summary: Based on the success of past IMAX Road Show
campaigns in the UK and Chicago, AOT is taking the same formula
and implementing it in Canada. The campaign consists of bringing
the “Grand Canyon: The Hidden Secrets” IMAX film to select cities in
Canada. The film will show multiple times throughout the day, with
morning viewings focusing on schoolchildren and evening viewings
reserved for consumers and VIPs. The movie is shown free of charge and
everyone in attendance receives a gift bag with collateral material from
the partners. The movie is typically screened on Tuesday and Thursday,
leaving other weekdays open to conduct media and trade appointments
in those markets. The cities are still being determined, but one week will
focus on Western Canada (Vancouver, Calgary and/or Edmonton) and
the other week will focus on Eastern Canada (Toronto, Montreal and/or
Ottawa). Each week is priced separately.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Jennifer Sutcliffe, jsutcliffe@azot.gov or (602)364-3693.
ONTARIO MOTORCOACH ASSOCIATION ( OMCA )
MARKETPLACE & CONFERENCE

date: November 12-15, 2006
location: Sheraton Center Hotel, Toronto, Ontario - Canada
Participants: Participation is limited to OMCA members. Visit
www.omca.com for additional information and to register.
cost: CDN $795, plus travel expenses
audience: Canadian tour operators
program summary: This annual conference is Canada’s largest tour
operator show (always held in Toronto) attracting DMOs and suppliers
from the U.S. and other countries. The event provides buyers and
sellers with the opportunity to meet one-on-one during pre-scheduled,
seven-minute appointments. Also featured are educational seminars
and networking functions.

AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov
or (602)364-3693
ARIZONA NIGHT AT THE AIR CANADA CENTRE

date: TBD – January or February 2007
location: Toronto, Ontario
participants: CVBs/Chambers/DMOs
cost: TBD – Costs will vary depending on level of consumer
promotions
audience: Canadian travel and trade media, tour operators, travel
agents and consumers
program summary: AOT has had trade and media relations
representation in Canada since 1995, and has worked diligently to
increase awareness of and visitation to Arizona from this valuable
market. The travel trade and travel writers have been extremely
receptive to these efforts, thereby making Canada one of Arizona’s top
international markets. As a “thank you” to the industry, AOT and its
partners hosted an “Arizona Night” at a Toronto Maple Leafs game in
2006, inviting them to learn more about Arizona and giving them a
ticket to the hottest game in town. The event was a resounding success
and it was decided to continue and build upon it for 2007. The goal
is to involve a consumer element in the program, thereby reaching a
broader audience.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Jennifer Sutcliffe, jsutcliffe@azot.gov or (602)364-3693
TRAVEL MEDIA ASSOCIATION OF CANADA
( TMAC) MEDIA MARKETPLACE

date: TBD – February 2007

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location: TBD

TORONTO GOLF

participants: Participation is limited to TMAC members. Chris Ryall,
AOT’s Canadian PR representative, is a member of the organization.
audience: Canadian travel and trade media
program summary: The Travel Media Association of Canada always
organizes a media marketplace event at their annual conference.
The format of the marketplace allows for pre-scheduled one-onone appointments with the travel writers, based on their preference
of destinations to meet with. AOT’s Director of Media Relations
and Canadian public relations representative will attend the media
marketplace on behalf of Arizona.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697
VANCOUVER GOLF

& TRAVEL SHOW

date: February 2007
location: Vancouver, British Columbia, Canada
participants: Participation is open to anyone in the tourism industry.
Visit www.vancouvergolfshow.com for more information.
cost: CDN $1,395 per 10’ x 10’ booth
audience: Canadian consumers
program summary: This annual golf marketplace provides consumers
with the opportunity to test the latest equipment, obtain free
instruction, research golf resort vacations and purchase products at
special show prices. Exhibits will have many opportunities to showcase,
demonstrate and sell directly to over 22,000 golf enthusiasts who
attend this event. Brochure distribution will be available through the
Arizona Office of Tourism at a cost of $200 plus shipping.
AOT Contact: Jennifer Sutcliffe, jsutcliffe@azot.gov or (602)364-3693

& TRAVEL SHOW

date: TBD - March 2007
location: Toronto, Ontario, Canada
participants: Participation is open to anyone in the tourism industry.
Visit www.golfshow.701.com for more information.
cost: CDN $1,795 for a 10’ x 10’ booth
audience: Canadian consumers
program summary: This is North America’s largest consumer golf
show. Now in its 17th year, the Toronto Star Golf & Travel Show attracts
up to 35,000 golf enthusiasts including consumers and some tour
operators. Brochure distribution will be available through the Arizona
Office of Tourism at a cost of $200, plus shipping.
AOT contact: Jennifer Sutcliffe, jsutcliffe@azot.gov
or (602)364-3693
GERMANY
AOT has had travel industry marketing and public relations
representation in Germany (including German-speaking Switzerland
and Austria) since 1995. The German market continues to have a
tremendous interest in Arizona for its wide open spaces and the
allure of the Old West and Native American culture. Marketing and
media relations efforts in this market have also focused on expanding
the German traveler’s knowledge of the Arizona product to include
the golf, resort and spa experiences found in the urban areas of the
state. Although Lufthansa Airlines ceased operation of its daily flight
between Phoenix and Frankfurt in 2004, the recent merger of America
West Airlines and U.S. Airways should have positive implications on
air service between the two destinations. In 2004, Arizona received
77,000 visitors from Germany. These visitors stayed an average of 6.7
nights in Arizona and spent more than $34 million in the state.
AOT currently contracts with Cologne-based Get It Across Marketing
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to provide travel industry marketing representation and Munich-based
COMEO PR for media relations representation. These contractors
work in tandem to facilitate the day-to-day functions of operating an
AOT office in Germany and for keeping the German travel trade and
media up-to-date on the latest Arizona product developments and
travel-related news.
GET IT ACROSS MARKETING

COMEO PR

contact: Albert Jennings
Neumarkt 33, D-50667
Köln Germany

contact: Julia Mechtersheimer
Hofmannstr. 7A
D-81379 Münich, Germany

tel: (49) 221 233 64 08

tel: (49) 89 74 888 240

fax: (49) 221 233 64 50
arizona@getitacross.de

fax: (49) 89 74 888 222
mechtersheimer@comeo.de

In addition, AOT has the following marketing activities planned for the
German market in FY 07:
TRAVEL TRADE WORKSHOP

dates: TBD - October 2006
location: Montreux, Switzerland
Participants: Participation is open to anyone in the tourism industry.
cost: N/A
audience: Swiss tour operators and travel agents
program summary: Travel Trade Workshop (TTW) is Switzerland’s
leading travel trade show. In attendance are approximately 4,000
Swiss travel agents, all leading Swiss tour operators and international
airlines. AOT partners with the Visit USA Committee Switzerland on
the booth. This is not an appointment show, but meetings are arranged
with all leading Swiss tour operators. Albert Jennings, the Germany

representative, will attend on behalf of AOT. Brochure distribution will
be available through the Arizona Office of Tourism at a cost of $200,
plus shipping.
AOT contact: Hylton Fothergill, hfothergill@azot.gov or (602)364-3706
SOUTHWEST USA PROMOTIONS

date: November 2006 - March 2007
location: Throughout Germany
Participants: Arizona, Colorado, New Mexico and Utah
cost: N/A
audience: German consumers
program summary: Albert Jennings and Get It Across Marketing will
attend six to seven German consumer shows on behalf of Arizona,
Colorado, Utah and New Mexico. These shows attract between 24,500
and 200,000 people depending on the city. A sweepstakes drawing is
held for flights, rental cars and overnight packages in the Southwest
region. Follow-up mailings are executed by selected German tour
operators for each city. Cities to be included are still to be determined
but may include Cologne, Mannheim, Stuttgart, Hamburg, Munich,
Essen and Luxemburg.
INTERNATIONALE TOURISMUS BOERSE

(ITB)

date: March 7-11, 2007
location: Berlin, Germany
participants: Participation is open to Arizona CVBs, Chambers,
DMOs, hotels and suppliers.
cost: $2,000 for first delegate and $500 for second delegate from the
same organization, plus travel expenses. In addition, the PR delegation
hosts an evening media function that typically costs about $450/partner.
audience: German speaking travel and trade media
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In 2004, Arizona received 60,000
visitors from Japan. These visitors stayed
an average of 3.4 nights in Arizona and
spent more than $44 million in the state.

Program Summary: The Internationale Tourismus Boerse (ITB)
is known throughout the world as the leading trade fair for the
global tourism industry. This makes ITB Berlin the main forum for
communication and marketing for the worldwide tourism sector. It is an
ideal opportunity for exhibitors to get their messages out to both trade
visitors and the general public. ITB is the world’s largest travel industry
trade show with over 7,000 exhibitors from 188 countries competing for
travel business from this important European market. At ITB in 2006,
AOT met with approximately 40 tour operators and 45 travel journalists
at the Arizona booth and at an Arizona media reception.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Hylton Fothergill, hfothergill@azot.gov or (602)364-3706
ARIZONA REISEPLANER

Arizona Reiseplaner is the official German-language publication for the
Arizona Office of Tourism. Printed every other year, this award-winning
publication is used in all AOT promotions in Germany, Switzerland
and Austria. It is distributed to potential travelers, travel agents, tour
operators, and travel press at trade shows, consumer shows and as the
fulfillment piece for individual requests. The 2007/2008 edition of the
Arizona Reiseplaner will be printed in October 2006 with a circulation
of 85,000 copies.

JAPAN
AOT has had travel industry marketing and public relations
representation in Japan since 1995. Due to budget restrictions, the media
relations representation has been limited to specific projects only for the
last three years, but FY 07 will mark the return of a full-time Japanese
media relations contract. The Japanese market is extremely familiar with
the natural attractions in northern Arizona, as this area of the state is
part of the typical Japanese travel pattern which includes other natural
attractions in the Grand Circle – Colorado, New Mexico and Utah. In
2004, Arizona received 60,000 visitors from Japan. These visitors
stayed an average of 3.4 nights in Arizona and spent more than $44
million in the state.

AOT currently contracts with Fieldstar International to provide travel
industry marketing and media relations representation. This contractor
is responsible for the day-to-day functions of operating an AOT office in
Japan and for keeping the Japanese travel trade and media up-to-date on
the latest Arizona product developments and travel-related news.
Fieldstar International
contact: Osamu Hoshino
853 Germania Avenue Salt Lake City, UT 84123
tel: 801-266-3345
fax: 801-262-9570
e-mail: ohoshino@comcast.net
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In addition, AOT has the following marketing activities planned for the
Japanese market in FY 07:
See America Week including See America Workshop, Japan Association
of Travel Agents (JATA) World Travel Fair and Media Marketplace
date: September 19-25, 2006
location: Osaka and Tokyo, Japan
Participants: Participation is open to anyone in the tourism industry.
Visit www.jata-net.or.jp/english or www.tia.org for additional
information and to register.
cost: Varies
audience: Japanese travel trade, media representatives and consumers
program summary: See America Week kicks off with a See America
Workshop in Osaka that specifically targets local tour operators and
travel agents. In 2005 more than 100 travel agents and tour operators
met with 28 U.S suppliers. Immediately following the Workshop,
participants travel to Tokyo for JATA World Travel Fair, the largest
trade and consumer travel show in Japan. This event invites overseas
and domestic travel industry and related professionals from travel
agencies, tour operators, government tourist offices, public sector
organizations, airlines, educational institutions, travel trade/consumer
media organizations to exhibit their destinations and products. In
2005, 67,297 general public visitors and 36,907 travel trade and press
attended this event. Following JATA World Travel Fair, TIA hosts a
Media marketplace for Japanese travel and travel trade media. Sixtythree writers attended last year.
AOT contact: Mary Rittmann, mrittmann@azot.gov or
(602)364-3730 or Jacki Mieler, jmieler@azot.gov or (602)364-3697

W’EST

W’est is an annual Japanese-language publication that focuses on
the western United States including Arizona, Utah, Wyoming, New
Mexico and South Dakota. Fieldstar International, the Arizona Office
of Tourism’s Japanese representative, distributes this publication to
key travel trade representatives and consumers both in Japan and in
the USA. Additionally it is distributed at seminar presentations and
travel shows such as JATA, Visit USA and Pow Wow. W’est will be
published in January 2007 with a print run of 120,000 copies. For
more information, or for information about advertising, please contact
Osamu “Sam” Hoshino, AOT’s Japanese representative, at
(801) 266-3345 or ohoshino@comcast.net.
MEXICO
AOT has had travel industry marketing and public relations
representation in Mexico since 1995. The Mexican traveler often has
an affinity for Arizona because of their proximity to the state and the
fact that they often have friends and relatives living in Arizona. This
market is motivated by the lure of visiting friends and relatives, access
to diverse shopping experiences and high-end resort, golf and spa
products. While these interests are primarily focused on Southern
Arizona, recent marketing efforts have aimed at increasing the Mexican
traveler’s knowledge of Northern Arizona. Outside of the air service to
Mexican beach destinations, which is primarily focused on outbound
travel, U.S. Airways and Aeromexico offer service from Mexico City,
Hermosillo and Guadalajara. In 2004, Arizona received 42,000
visitors from Mexico via air only. This does not include visitors that
enter Arizona by automobile. These visitors stayed an average of 7.5
nights and had a direct economic impact of $42 million. AOT will be
conducting an extensive research study on these visitors in FY 07 in
order to obtain a more accurate picture of the Mexican visitor’s impact
on Arizona tourism.
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The Mexican traveler often has an
affinity for Arizona because of their
proximity to the state and the fact that
they often have friends and relatives
living in Arizona.

AOT currently contracts with Mexico City-based Jackson Marketing
Internacional to provide travel industry marketing and media relations
representation. This contractor is responsible for the day-to-day
functions of operating an AOT office in Mexico and for keeping the
Mexican travel trade and media up to date on the latest Arizona product
developments and travel-related news.
Jackson Marketing Internacional
contact: Barbara Jackson
Homero No 136 – Desp. 402
Colonia Chapultepec Morales
11570 Mexico D.F.
tel: (52) 55 5250-2763
fax: (52) 55 5254-7899 bjackson@jacksonmarketing.com.mx
In addition, AOT has the following marketing activities planned for
the Mexican market in FY 07:

audience: Latin American travel trade and media representatives
Program Summary: La Cumbre is the premier travel industry
conference for the sales and marketing of travel to the United States
from Latin America and the Caribbean. The event features a structured,
computer-matched marketplace enabling buyers and suppliers to
meet during scheduled appointments. However, few appointments
are confirmed in advance and exhibitors generally attempt to schedule
additional appointments on-site. Approximately 500 travel trade and
120 press members from throughout Latin America attend this event.
Barbara Jackson, AOT’s Mexico representative will attend this event.
Brochure distribution will be available through the Arizona Office of
Tourism at a cost of $200, plus shipping.
AOT contact: Mary Rittmann, mrittmann@azot.gov
or (602)364-3730
ARIZONA SHOWCASE

date: October 4-5, 2006
location: Hermosillo, Sonora - Mexico

LA CUMBRE

date: September 6-8, 2006
location: Las Vegas, Nevada
participants: Participation is open to anyone in the tourism industry.
Visit www.lacumbre.com for additional information and to register.
cost: $2,450 for a 10' x 10’ booth plus registration for one delegate

participants: Participation is open to Arizona CVBs, Chambers, DMOs
hotels and suppliers.
cost: The cost to participate varies from $800-$2,000 depending on
the type of supplier and level of participation, plus travel expenses.
audience: Sonoran travel agents, media and consumers
program summary: This annual event promotes fall and holiday
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shopping, attractions and accommodations throughout Arizona to
both residents and travel agents of Hermosillo and Ciudad Obregon.
The travel agent and media event consists of a trade show, reception
with a mini-fashion show and a destination presentation. The
consumer event consists of a trade show with supplier exhibits, a
fashion show highlighting important society members as the models
and dinner. Proceeds of the consumer event benefit a local charity
which also generates media interest. In 2005 attendance reached a
maximum level of 850 people.

EXPO VACACIONES

date: TBD - February 2007
location: Mexico City, Mexico
participants: Participation is open to anyone in the tourism industry.
cost: Approximately $1,900
audience: Mexican tour operators, travel agents and trade and travel media

location: Mexico City, Mexico

program summary: Organized by the Visit USA Committee in Mexico,
Expo Vacaciones is one of the largest tourism trade shows in Mexico.
Exhibitors include U.S. destinations, hotels, airlines, and tourism
service companies and their local representatives. Expo Vacaciones
provides one-on-one appointments with leading Mexican wholesalers
and tour operators and an optional See America Media Day which
is co-sponsored by the Travel Industry Association of America
(see above).

participants: Participation is open to Arizona CVBs, Chambers
and DMOs.

AOT contact: Mary Rittmann, mrittmann@azot.gov
or (602)364-3730

AOT contact: Mary Rittmann, mrittmann@azot.gov
or (602)364-3730
TIA SEE AMERICA MEDIA MARKETPLACE

– MEXICO CITY

date: TBD – February 2007

cost: Media Marketplace – About $600, Arizona Breakfast - $200
audience: Mexican travel and trade media
program summary: The TIA SeeAmerica Media Marketplace in Mexico
is held in conjunction with the Expo Vacaciones trade show (see below).
The media marketplace attracts more than 50 writers from Mexico’s top
trade and consumer publications. In order to have a stronger Arizona
presence and take advantage of already being in Mexico, the Arizona
delegation hosts a media breakfast to share the Arizona message.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697

ARLAG

date: May 2007
location: Guadalajara, Jalisco, Mexico
participants: Participation is open to anyone in the tourism industry.
COST : $500 per booth

audience: Mexican travel agents primarily from Guadalajara and the
State of Jalisco

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program summary: This yearly trade show, which takes place in the
city of Guadalajara, is put together by the Airline Representatives
Association of that city. This tradeshow is interesting because it not
only attracts travel agents from Guadalajara and neighboring cities, but
also travel agents from throughout the Mexican Republic. Brochure
distribution will be available through the Arizona Office of Tourism at
a cost of $200, plus shipping.
AOT contact: Mary Rittmann, mrittmann@azot.gov
or (602)364-3730
GUADALAJARA & MONTERREY
MEDIA & TRADE EVENTS

date: May 2007
LOCATION : Guadalajara, Mexico

Participants: ARLAG is open to all tourism suppliers
cost: TBD
audience: Guadalajara area media and travel trade professionals
program summary: In FY 07 AOT will couple a VIP trade and media
event with ARLAG. Monterrey is also an important market for Arizona,
so AOT will take advantage of being in Mexico to also host a media and
trade event in this market.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Mary Rittmann, mrittmann@azot.gov or (602)364-3730
VISITA ARIZONA

Visita Arizona is the primary Spanish-language fulfillment piece for
the Arizona Office of Tourism. This 24-page brochure is targeted
specifically at the Mexican visitor and focuses on things they are most
interested in such as shopping, spectator sports and medical services.
With a circulation of 25,000, Visita Arizona will be distributed at
trade and consumer shows, during sales missions and to individuals

who request additional information either online or in response to
the Arizona Office of Tourism’s advertising campaign in the Northern
Mexico states of Sonora, Sinaloa and Chihuahua. This publication will
not be reprinted in FY 07.
UNITED KINGDOM

AOT has had travel industry marketing and public relations
representation in the United Kingdom since 1995. The United
Kingdom is Arizona’s number one overseas market, as the British have
an affinity for Arizona’s wide open spaces and natural attractions. The
strength of visitation from the UK has kept a nonstop British Airways
flight between London and Phoenix operating for nearly 10 years. In
2004, Arizona received 116,000 visitors from the United Kingdom.
These visitors stayed an average of 3.5 nights in Arizona and spent more
than $41 million in the state.
AOT currently contracts with London-based McCluskey International
to provide travel industry marketing and media relations
representation. This contractor is responsible for the day-to-day
functions of operating an AOT office in the United Kingdom and for
keeping the UK travel trade and media up-to-date on the latest Arizona
product developments and travel-related news.
McCluskey International
trade contact: Patrick North Coombes
pr contact: Melita Swan
4 Vencourt Place, Hammersmith
London, W6 9NU
United Kingdom
tel: (44) 208-237-7977
fax: (44) 208-237-7999
patrick@mccluskey.co.uk or melita@mccluskey.co.uk
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The strength of visitation from the UK
has kept a nonstop British Airways
flight between London and Phoenix
operating for over 10 years.

In addition, AOT has the following marketing activities planned for the
UK market in FY 07:
WORLD TRAVEL MARKET

date: November 6-9, 2006
location: London, UK
participants: Participation is open to CVBs, Chambers, DMOs, hotels
and suppliers.
cost: $2,000 for the first delegate and $500 for a second delegate
from the same organization, plus travel expenses. In addition, the PR
delegation hosts an evening media function that typically costs about
$450/partner.
audience: UK travel and trade media
program summary: Open exclusively to the trade and media, World
Travel Market (WTM) is one of the international travel industry’s
premier business-to-business forums with more than 5,000 leading
suppliers and 44,000 industry professionals from more than 190
countries present. At WTM in 2005, AOT met with about 50 travel
journalists and 40 tour operators at the Arizona booth and at an
Arizona media reception. AOT’s agency in the UK facilitates media and
trade appointments and organizes the evening media function.
AOT Contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697 or
Hylton Fothergill, hfothergill@azot.gov or (602)364-3706

SEE AMERICA MEDIA MARKETPLACE

- UK

date: TBD – March 2007
location: London, UK
Participants: All tourism suppliers – visit www.tia.org for more
information
cost: TBD – usually around $750
audience: UK travel and trade press
Program Summary: AOT’s UK public relations representative attends
the media marketplace in London on behalf of the State.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697
ARIZONA HOLIDAY GUIDE

Arizona Holiday Guide is published bi-annually with the 2006/2007
edition having been published in January 2006. The total circulation
was 81,000 copies of which 65,000 copies are being distributed at
consumer shows and as fulfillment for individual requests received via
telephone and online. The remaining 16,000 are distributed through
the January 2006 and February 2007 editions of Selling Long Haul.
Selling Long Haul is a travel trade publication that is distributed to
more than 7,500 travel agencies and tour operators in the UK and
Ireland. This publication will not be reprinted in FY 07.

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FRANCE

Based on a growing trend of increased French visitation to the U.S.
and Arizona in particular, AOT has developed a three year plan to enter
the French market with travel industry marketing and public relations
activities. In FY 06, AOT joined other Arizona tourism organizations in
hosting a media and trade event in Paris. These efforts will be expanded
upon for FY 07 to include a repeat of the event and complementary
media and trade appointments. Also included will be a media and trade
FAM to Arizona, brochure analysis and media relations outreach. In
2004, Arizona received 64,000 visitors from France. These visitors
stayed an average of 3.9 nights in Arizona and spent more than $22
million in the state.
AOT has the following marketing activities planned for the French
market in FY 07:
FRENCH MEDIA AND TRADE SALES MISSION

date: Post-ITB
location: Paris, France
participants: Participation is open to Arizona CVBs, Chambers,
DMOs, hotels and suppliers.
cost: TBD
audience: French travel media and travel trade professionals
program summary: AOT began working in the French market in
FY 06 by hosting a media and trade event in conjunction with other
Arizona tourism suppliers. Based on the increasing importance of the
French market, AOT is expanding its efforts for FY 07. The media and
trade event will be repeated and complemented with media and trade
appointments in Paris.
AOT contact: Jacki Mieler, jmieler@azot.gov or (602)364-3697

GUIDE DE VACANCES

Guide de Vacances is a brand new French-language publication that
was developed to attract the French and French-speaking Swiss and
Canadian markets. The inaugural edition had a print run of 25,000
which are being distributed at sales missions and operator events in
France and Quebec, through Visit USA France, by direct mail to travel
agents and at Mondial du Tourism 2007, an annual consumer travel
show that attracts more than 100,000 attendees. This publication will
not be reprinted in FY 07.
BELGIUM AND NETHERLANDS
AOT is entering into a joint marketing venture with Colorado, New
Mexico and Utah to reach the travel trade and media in Belgium and
the Netherlands. The coordinated effort is the first part of a three-year
plan that will ultimately have each destination conducting its own
marketing activities. Because a typical traveler from these countries
usually visits all of the Four Corners states, it was decided that the
most logical and economical way to enter these markets was as a single
entity. During FY 07, the marketing activities will consist of a product
inventory of existing tour operator programs featuring the four states,
a sales mission in a key city and an inbound travel trade and media
familiarization tour.
CHINA
China is one of the fastest-growing markets in the world with one
of the fastest-growing economies and incomes. It is projected that
by the year 2020, China will contribute 100-115 million outbound
tourists and the country will fuel the next global tourism boom. In
2005, China outbound tourism totaled more than 31 million, with
leisure travel representing more than 80 percent of that number. China
outbound tourism has dramatically and steadily increased, starting
at only 2.5 million people in 1992. The factors influencing the rise in
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Promoting the Native American
experience is integral to
AOT’s cultural heritage
marketing initiatives.

Chinese tourism include an increased disposable income, increased
public holidays, growing interest in overseas travel and relaxed political
restrictions. Although the U.S. does not have “Approved Destination
Status (ADS)” in China, it remains one of the top four destinations
for overseas travel preferred by wealthy Chinese. These visitors can still
enter the U.S. with a passport and Visa, but must put a deposit down
before leaving China to ensure their return. Therefore, a majority of the
visitors are either in the U.S. for business or to visit friends
and relatives.
U.S. destinations, including Nevada, Florida and Los Angeles, are
starting to enter the Chinese market and lay the groundwork for the
predicted upcoming Chinese tourism boom. In FY 07, AOT will also
begin researching this valuable market to determine how Arizona can
best be positioned to reach the staggering number of Chinese who
will be traveling overseas in the next 15 years.
MULTICULTURAL MARKETING
NATIVE AMERICAN TOURISM MARKETING

Promoting the Native American experience is integral to AOT’s cultural
heritage marketing initiatives. Additionally, AOT makes available a
number of programs, services and resources to assist Arizona’s tribes
in the development and marketing of their tourism programs. With
the input and cooperation of the tribes, AOT has developed an
enhanced and integrated Native American marketing plan for
FY 07 to include:

• Trade Shows and Media Events: In addition to providing the
opportunity for tribes to participate in domestic and international trade
shows and events, AOT will showcase the Native American cultural
experience at select events. Performance, demonstration or storytelling
will be included at the Grand Canyon IMAX Road Show in Canada and
the New York Media Marketplace. AOT will also explore a cooperative
marketing effort with New Mexico to host a shared booth at the 2007
International Pow Wow. In addition, AOT will again host a tribal
tourism representative at Go West Summit.
• Target Cities: In FY 07, AOT will include a visible component focused
on the Native American experience in its Target Cities campaign, either
through guerilla marketing or other consumer events.
• Collateral Materials: In order to promote the unique Native American
experience in Arizona, AOT will develop a special consumer brochure
to be used as a resource guide. The information will also be posted on
AOT’s consumer Web site, www.arizonaguide.com. An Arizona Native
American Culture profile sheet highlighting a calendar of events and
other pertinent information will be developed and printed two times
per year for use at trade and media events.
• Familiarization Tours: The Native American experience will be
integrated into FAM tours planned for journalists and tour operators in
FY 07, including a press trip, “Ancient Lands & Native Peoples,” which
will take place on October 30 – November 4, 2006.
• Ongoing Marketing Opportunities: Tribes are encouraged to
participate in a variety of AOT programs and resources throughout the
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year, including the E-Newsletter, Target Cities campaign,
Instate campaign, Official State Visitors Guide & Map,
www.ArizonaVacationValues.com and Calendar of Events.
• Education and Outreach: AOT sponsors a range of workshops to
assist communities and Tribes in tourism development and marketing.
Tribal Tourism Development Seminars are train-the-trainer workshops
developed in partnership with AOT and Northern Arizona University
and specifically geared to Tribal communities. Topics include Customer
Service, Strategies for Effective Tourism, Tourism Research, Marketing
Your Tourism Products, Tour Itinerary Development & Designing
and Tour Guide Training Program. These programs will be offered
throughout FY 07.
For information on any Native American marketing opportunities,
contact Dawn Melvin, Native American Tourism Development
Manager, (602)364-3707, dmelvin@azot.gov.
DOMESTIC HISPANIC MARKETING

Currently AOT is researching and will execute an advertising program
targeting the domestic Hispanic market. The acculturated domestic
Hispanic is a highly lucrative market for Arizona, as they have extended
overnight visitation, have high levels of per day spending and tend to
travel in larger family groups.
COOPERATIVE OPPORTUNITIES
PUBLICATIONS

Official State Visitors Guide: With a circulation of 625,000 annually,
the Arizona Official State Visitor’s Guide (OSVG) is the official fulfillment
publication for the Arizona Office of Tourism. It is the only magazine
included in AOT’s standard travel packet that is fulfilled to all consumer
requests both domestically and in our targeted international markets. It is
the largest and most complete visitor publication in the state, and features
detailed information and beautiful photography of all areas of the state.
Contact Lori Rogers at lrogers@azot.gov or (602) 364-3712.

Professional Travel Planner’s Guide: This guide is the official
fulfillment publication for the Arizona Office of Tourism’s Travel
Industry Marketing Division. This comprehensive statewide guide
assists tour operators and travel agents in the United States and in
key international markets. The publication is filled with detailed
information about Arizona. With extensive itineraries, maps,
motor coach and tour information, special events, attractions,
shopping, activities, accommodations, restaurants and receptive
and transportation listings – it provides professional travel planners
everything they need. Arizona Professional Travel Planner’s Guide is
published annually (usually in January) with a circulation of 15,000
copies. It is distributed at AOT’s international offices (Japan, Mexico,
Canada, United Kingdom and Germany), and it is direct mailed to
selected tour operators and travel agents in response to client inquiries.
It is also distributed at domestic and international trade shows,
sales missions and promotional events. Contact Kristy McKinnon at
kmckinnon@azot.gov or (602) 364-3696.
Arizona Holiday Guide: This piece complements the existing Official
State Visitors Guide by offering a wealth of information tailored to
help UK consumers plan a holiday in the Grand Canyon State. The
guide includes sections on key regions, attractions, accommodations
and traveler’s tips, as well as details of UK tour operators that offer
tour products in Arizona. The Arizona Holiday Guide is published
bi-annually with the 2006/2007 edition having been published
in January 2006. The total circulation was 81,000 copies of which
65,000 copies are being distributed at consumer shows and as
fulfillment for individual requests received via telephone and online.
The remaining 16,000 are being distributed through the January
2006 and February 2007 editions of Selling Long Haul, a travel trade
publication that is distributed to more than 7,500 travel agencies and
tour operators in the UK and Ireland. This publication will not
be re-printed in FY 07.
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Arizona Reiseplaner: This brochure is the official German-language
publication for the Arizona Office of Tourism. Printed every other
year, this award-winning publication is used in all AOT promotions
in Germany, Switzerland and Austria. It is distributed to potential
travelers, travel agents, tour operators, and travel press at trade shows,
consumer shows and as the fulfillment piece for individual requests.
The 2007/2008 edition of the Arizona Reiseplaner will be printed
in October 2006 with a circulation of 85,000 copies. Contact
Adventure Media International, Dana Brockway, at (520) 544-3936 or
adventuremedia@cox.net.
Guide de Vacances: This brand-new French-language publication was
developed to attract the French market and French-speaking Swiss and
Canadian markets. The inaugural edition had a print run of 25,000
which are being distributed at sales missions and operator events in
France and Quebec, through Visit USA France, by direct mail to travel
agents and at Mondial du Tourism 2007, an annual consumer travel
show that attracts more than 100,000 attendees. This publication will
not be reprinted in FY 07.
Visita Arizona: This is the primary Spanish-language fulfillment piece
for the Arizona Office of Tourism. The 24-page brochure is targeted
specifically at the Mexican visitor and focuses on things they are most
interested in such as shopping, spectator sports and medical services.
With a circulation of 25,000, Visita Arizona will be distributed at
trade and consumer shows, during sales missions and to individuals
who request additional information either online or in response to
the Arizona Office of Tourism’s advertising campaign in the Northern
Mexico states of Sonora, Sinaloa and Chihuahua. This publication will
not be reprinted in FY 07.

DATABASE MARKETING

Relationship Marketing for AOT and its Partners: AOT has
approximately 1.4 million names in a consumer inquiry database,
which is used to provide direct marketing opportunities to tourism
partners around the state. Opportunities include being featured in
a monthly e-newsletter, leasing the AOT database, acquiring new
customers through purchasing new names and distributing marketing
material through AOT Travel Packets. For more information, or to
utilize AOT’s resources, please contact Lori Rogers at (602) 364-3712
or lrogers@azot.gov.
Monthly E-newsletter: AOT sends out an e-newsletter monthly
to 50,000 subscriber base and inquiries based on expressed interest.
Newsletters are based on consumer interests, with themes and
corresponding databases rotated. Both DMOs and their membership base
may participate in this program. Contact Lori Rogers at (602) 364-3712
or lrogers@azot.gov.
ARIZONAVACATIONSVALUES . COM

This consumer Web site, www.arizonavacationvalues.com, is a portal
site for researching travel-related values and deals in Arizona. All
Arizona travel and tourism suppliers are able to post special offers on
the site, free of charge. A portion of AOT’s marketing and promotional
efforts drive traffic to this site, where consumers can find discounted
offers and book directly with the supplier. Throughout the year, several
special sections are featured on www.arizonavacationvalues.com. From
Summer Specials and Girls Getaways to Spring Training and Museum
Month, tourism suppliers are encouraged to create and post special
offers that coincide with these seasonal specials, that are promoted
through press releases and marketing. Contact: Marjorie Magnusson,
Public Relations Manager, (602)364-3695, mmagnusson@azot.gov

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ONLINE CALENDAR OF EVENTS

AOT maintains an online calendar of more than 4,000 special events
on www.arizonavacationvalues.com. In addition to maintaining the
Web site calendar, the division provides monthly calendars to media
on request and prints a Summer Calendar of Events for those events
taking place between Memorial Day and Labor Day. Calendar of events
information for April through September must be submitted by January
1. For events taking place from October through March, submit events
by July 1. When submitting an event for the calendar, please include
the following information:
-

Date, including year, and if possible include future dates of the event
Community in which the event takes place
Name of event
Venue
Time of event
Brief description of the event
Phone/Web site for the public to contact for information
Contact info for AOT to call if the agency has questions
Digital photo (optional)
contact: Marjorie Magnusson, Public Relations Manager,
(602)364-3695, mmagnusson@azot.gov.

TOURISM EDUCATION AND DEVELOPMENT
Arizona Council for Enhancing Recreation and Tourism (ACERT):
AOT will continue to chair the Arizona Council for Enhancing
Recreation and Tourism, which is comprised of representatives of
federal and state agencies, culture and heritage organizations and
universities to assist with development of programs which focus
on tourism and recreation. ACERT meetings are held at AOT on a
quarterly basis. FY 07 ACERT projects include:

• AOT, in partnership with state and federal agencies, will reprint the
popular Arizona ACERT map highlighting public lands as well as
recreational, cultural and heritage sites and opportunities in rural and
tribal areas. The map will be available in a printed an online version. To
be included on the map or for more information, contact Mike Leyva at
(602) 364-3723 or mleyva@azot.gov.
• A new Arizona Lakes Guide will be developed in both printed and
online versions and will feature water-based recreational activities
and statewide information about Arizona’s lakes. To be included in
the map or to learn more, contact Mike Leyva at (602) 364-3723 or
mleyva@azot.gov.
• The Arizona Rural Community Assessment Program (ARCAP) has
traditionally provided an assessment to one community each year,
but in FY 07 that will be expanded to two communities. In June, AOT
will invite rural and tribal communities who need assistance with
their tourism development program to apply. In order to further help
communities and ensure that they have the opportunity to utilize
the tools necessary for implementing any recommendations, AOT
will enhance the technical assistance available to these communities.
For more information, contact Mike Leyva at (602) 364-3723 or
mleyva@azot.gov.
GEOTOURISM MAPGUIDE PROJECT:
In FY 06, AOT launched a new partnership with National Geographic
and the Sonora Office of Tourism to promote sustainable tourism
throughout the Southern Arizona and Sonora regions. As part of this
project, the Southern Arizona and Sonora regions are compiling a map
of local attractions that help promote Geotourism, which is defined as
tourism that sustains or enhances the geographical character of a place
– its environment, culture, aesthetics, heritage, and the well-being of its
residents. In FY 06, communities in Southern Arizona (from Phoenix

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In FY 06, AOT launched a
new partnership with National
Geographic and the Sonora Office
of Tourism to promote sustainable
tourism throughout the Southern
Arizona and Sonora regions.

•
•
•
•
•
•

to the Arizona-Mexico border) were called on to submit nominations
of sites that are geographically, culturally or historically unique to be
included in the MapGuide. Sites might be a national park, museum
or historic site, but could also be a private enterprise, such as a familyowned restaurant serving cuisine indicative of the border region’s
heritage, a historic hotel or community-run craft center. An estimated
300 sites will be included in the MapGuide. During the early part of
FY 07 through the MapGuide completion in early 2007, National
Geographic will be working and implementing the following phases, in
consultation with the project partners:

• Product development, application and community education – broader,
statewide rollout of Geotourism concepts and development
• Resource development – programs/resources to incorporate
Geotourism criteria, pursuit of new Geotourism-related product
development incentives

Select sites for MapGuide
Design and create base map
Write map notes and supporting text
Cartographic design, research, edit
Text edit, final MapGuide edit
Print MapGuide

VISITOR SERVICES
Welcome Centers: AOT operates the Painted Cliffs Welcome Center
(PCWC) located in Northeastern Arizona along Interstate 40 at
exit 359 in Lupton. The center is open seven days a week and staffed
by three full time travel counselors. Communities, state and federal
agencies and tourism related businesses are encouraged to provide
brochures and printed collateral for distribution at the Welcome Center.
In addition, AOT is currently designing a new welcome center, Needle
Mountain, to be located just east of the Arizona-California state line on
Interstate 40. Architecture design and layout of the Needle Mountain
Welcome Center will be completed during FY 07 and the welcome
center interpretative and creative displays highlighting Arizona’s beauty
will be planned during FY 07. The Needle Mountain Welcome Center
is a joint project between the Arizona Department of Transportation
and the Arizona Office of Tourism. Funding for the welcome center was
secured through transportation enhancement funds.

In FY 07, AOT will create a marketing and public relations campaign
to promote the geotourism project and the mapguide. Components
of the campaign will include:
• MapGuide development – Distribution of printed MapGuide, Webbased presentation including hosting, integration/linkage with other
AOT Web elements, and linkage to Sonora Web sites
• Marketing and public relations – proactive concepts beyond hard copy
distribution, local/regional initiatives, coop partnerships

For more information about the National Geographic Geotourism
MapGuide project, or information on geotourism initiatives, please
contact Marci Elizondo at (602) 364-3720 or melizondo@azot.gov.

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Local Visitor Information Center (LVIC) Designation & Signage
Program: AOT works in cooperation with the Arizona Department
of Transportation to provide the blue and white “Arizona Tourist
Info” highway signs to qualified communities throughout Arizona.
Part of the LVIC program is to administer an annual evaluation of
the 62 centers to determine that the centers meet the set standards
and provides suggestions to improve local visitor information centers
statewide. Centers that participate in the LVIC program receive the
Official State Visitor Guides and Maps from AOT as an in-kind
service. To apply for designation as a Local Visitor Information Center,
contact Brian Lang, Visitor Services Manager, (602)364-3694,
blang@azot.gov.
Welcome Center Brochure Distribution: Brochure distribution is a vital
part of the welcome center’s daily operations. Communities, government
agencies and tourism related business are encouraged to participate
by distributing materials from the welcome center. For welcome center
brochure distribution policy, please visit www.azot.com.
WORKSHOPS
Grand Impressions Customer Service Workshops: These workshops
are conducted each spring in three communities throughout the
state. These free one-day sessions are designed for front line tourism
professionals and visitor center staff. The training is geared to increase
the participants’ knowledge of the state and its attractions as well
as enhancing customer service skills. In FY 07, the workshops will
also feature training on meeting the needs of international visitors.
FY 07 dates and locations will be posted on www.azot.gov. For more
information, contact Brian Lang at (602) 364-3694 or blang@azot.gov.
Tourism Education Workshops: AOT produces free tourism education
workshops to assist Arizona’s communities and tribal entities with their

tourism development and marketing programming efforts. Through a
series of eight outreach workshops held in October to December, these
educational workshops provide information on how to partner and work
with AOT-sponsored marketing and tourism development activities
and include programs for existing and new partners, such as Arizona’s
American Indian tribes, to assist in creating and expanding the cultural
heritage tourism product. These workshops have been effective in
building partnerships, sharing best practices and providing information
and knowledge about AOT programs and opportunities. In response to
community requests for increased technical assistance, in FY 07 AOT
will enhance the workshops with added emphasis on topics including:
How to Create a Itinerary, Tourism Trends and Their Impact on Rural &
Tribal Communities and Developing an Effective Advertising Program.
For dates and locations of workshops, see www.azot.com or contact Mike
Leyva at (602) 364-3723 or mleyva@azot.gov.
GRANTS
Teamwork for Effective Arizona Marketing (TEAM): The Tourism
Education and Development Division oversees Teamwork for Effective
Arizona Marketing (TEAM), a matching grant program offered to
destination marketing organizations, tribal tourism entities and
statewide tourism associations throughout Arizona. The TEAM
program supports innovative and effective tourism promotion and
marketing projects at the local, tribal, regional and statewide level.
TEAM funding can be used for advertising, Web site development,
printed material and brochures, media communications and public
relations, strategic planning and research, product development and
other tourism-related promotional activities. The funds can also be
used towards the grant’s EZ Advertising Program, which provides
funding for 50 percent of all print advertising placements in selected
publications. In addition to instate and nationwide consumer and
trade publications, international travel trade can now be reached in
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Canada, Japan and Germany. As a result of increased formula funding
for the agency, AOT will again increase the available dollars for this
popular grant program to $1,498,600. The FY 07 grant process begins
with the release of the FY 07 TEAM Guidelines in early January.
Mandatory workshops are held in January and February, applications
are due on April 7, and awards for FY 07 are announced in mid-June.
The TEAM Committee requires certification for those who wish to
submit an application. To receive certification, one representative from
each community or organization must attend a TEAM workshop held
by AOT. The workshops are held free of charge throughout the state.
Workshop dates and locations are announced on www.azot.com.
For more information contact Karen Bult at (602) 364-3708
or kbult@azot.gov.
Rural Tourism Development Grant Program: This program is
designed to provide funding for infrastructure development in rural
and tribal communities to strengthen the regional and local economies
and expand tourism. The Rural Tourism Development Grant Program
will provide funding for: the development of new tourism products, the
enhancement of the visitor experience, the enhancement or renovation
of existing tourism products, or a tourism project of “bricks and mortar”
that demonstrates a conclusion to either the whole project or a definable
phase. In FY 07, $500,000 will be available for grant awards ranging
from $5,000 to $50,000. Each recipient must provide a local match of
25 percent. Local match may come from either the private or the public
sector and a portion of the local match may be from in-kind goods or
services, which assist to carry out the purpose of the grant. Applicants
are encouraged to leverage other funds beyond the required match
such as other grants, local cash, or local in-kind to maximize limited
resources. Additional information on the Rural Tourism Development
Grant Program and grant guidelines are available on www.azot.gov in the
Tourism Development section. For more information, contact Karen Bult
at (602) 364-3708 or kbult@azot.gov.

Information Center Enhancement Grant Program (ICE): In order
to help Local Visitor Information Centers (LVIC) enhance and upgrade
their facilities, AOT developed a direct grant program. In FY 07, LVICs
can apply for a $2,000 award that may include an upgrade in signage,
improved interpretation and display of information. These upgrades
will assist LVICs in achieving compliance with AOT’s operational
standards. A total of $20,000 will be available through an application
process. Grant guidelines are available on www.azot.gov or for more
information, contact Brian Lang at (602) 364-3694 or blang@azot.gov.
HOW TO WORK WITH US
AOT in Action: AOT’s weekly e-newsletter is distributed to more than
2,000 industry contacts, featuring the latest news, reports, statistical
information and current events at the Arizona Office of Tourism and
around the state, as well as industry news from throughout the tourism
industry. To join our mailing list, simply e-mail your name, address,
organization and e-mail address to mthompson@azot.gov or call
(602) 364-3724.

Crossroads: AOT’s quarterly newsletter is distributed to more than
2,000 industry contacts and features the latest AOT and industry
news, the latest research data and reports, an opportunity to meet
industry and AOT professionals and upcoming event information.
To join our mailing list, send your name, address and organization to
Michelle Thompson at mthompson@azot.gov or call (602) 364-3724.

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STAFF DIRECTORY

Arizona Office of Tourism
1110 W. Washington Street
Suite 155
Phoenix, Arizona 85007

EXECUTIVE OFFICE

ACCOUNTING / FINANCE

Margie A. Emmermann
Director
(602) 364-3717, csamora@azot.gov

Marcia West
Accounting Manager
(602) 364-3714, mwest@azot.gov

Karen T. Scates
Deputy Director
(602) 364-3704, kscates@azot.gov

Patricia Ramos-DeLeon
Accountant
(602) 364-3713, pdeleon@azot.gov

Linda M. Yuhas
Assistant Deputy Director
(602) 364-3718, lyuhas@azot.gov
Candee Samora
Executive Administrative Assistant
(602) 364-3717, csamora@azot.gov
Marcela Elizondo
Executive Projects Manager
(602) 364-3720, melizondo@azot.gov
ADMINISTRATION

Sarah Clarke
Office Manager
(602) 364-3715, sclarke@azot.gov

ADVERTISING/FULFILLMENT

Casey Ambrose
Director of Advertising and Fulfillment
(602) 364-3721, cambrose@azot.gov
Lori Rogers
Fulfillment Manager
(602) 364-3712, lrogers@azot.gov
Amy Mercier
Advertising Manager
(602) 364-3699, amercier@azot.gov
Traci Gomes
Advertising Fulfillment Coordinator
(602) 364-3705, tgomes@azot.gov

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STAFF DIRECTORY

MEDIA RELATONS AND COMMUNICATIONS

Jacki Mieler
Director of Media Relations and Communications
(602) 364-3697, jmieler@azot.gov
Michelle Thompson
Communications Manager
(602) 364-3724, mthompson@azot.gov
Heather Koncilja
Media Relations Manager
(602) 364-3698, hkoncilja@azot.gov
Marjorie Magnusson
Public Relations Manager
(602) 364-3695, mmagnusson@azot.gov
Loretta Belonio
Media Relations and Travel Industry Marketing Coordinator
(602) 364-3725, lbelonio@azot.gov
TOURISM EDUCATION AND DEVELOPMENT

Mike Leyva
Director of Tourism Education and Development
(602) 364-3723, mleyva@azot.gov
Karen Bult
Tourism Development Manager
(602) 364-3708, kbult@azot.gov
Brian Lang
Visitor Services Manager
(602) 364-3694, blang@azot.gov
Dawn A. Melvin
Native American Tourism Development Manger
(602) 364-3707, dmelvin@azot.gov

Sarah Martins
Travel Counselor/Receptionist
(602) 364-364-3687, smartins@azot.gov
Glenn Schlottman
Tourism Development and Research Coordinator,
(602) 364-3727, gschlottman@azot.gov
TRAVEL INDUSTRY MARKETING

Mary Rittmann
Director of Travel Industry Marketing
(602) 364-3730, mrittmann@azot.gov
Hylton Fothergill
Travel Industry Marketing Manager
(602) 364-3706, hfothergill@azot.gov
Jennifer Sutcliffe
Travel Industry Marketing Manager
(602) 364-3693, jsutcliffe@azot.gov
Kristy McKinnon
Travel Industry Marketing Specialist
(602) 364-3696, kmckinnon@azot.gov
Loretta Belonio
Media Relations and Travel Industry Marketing Coordinator
(602) 364-3725, lbelonio@azot.gov
RESEARCH AND STRATEGIC PLANNING

AnnDee Johnson
Director of Research and Strategic Development
(602) 364-3719, ajohnson@azot.gov
Audra Beyer
Research Manager
(602) 364-3716, abeyer@azot.gov
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STAFF DIRECTORY

Anne Dancoff
Web Content Manager
(602) 364-3710, adancoff@azot.gov
Glenn Schlottman
Tourism Development and Research Coordinator
(602) 364-3727, gschlottman@azot.gov
PAINTED CLIFFS WELCOME CENTER

Sherry Blackgoat
Supervisor, Painted Cliffs Welcome Center
(928) 688-2532, sblackgoat@azot.gov
Ernestine C. James
Travel Counselor
(928) 688-2532, ejames@azot.gov
Roxanne Gustine
Travel Counselor
(928) 688-2532, rgustine@azot.gov

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