Table of Contents

Letter from the Director...2
Mission, Vision, Values, Core Strategies...3
Industry Trends...4
Division Overviews...8

Research and Strategic Planning...8
Advertising and Fulfillment...8
Travel Industry Marketing...8
Media Relations and Communications...8
Tourism Education and Development...8

Programs...9

Research & Strategic Planning...9
		
Ongoing Research Studies Available in FY08
		
Special Studies that Support AOT’s Goals and Initiatives
Advertising...10-15
		
Branding...10
		
Advertising Campaign...10
		
Long Haul Marketing...10-11
			
Target Cities Campaign...10
			
International Marketing...11
				
Canada...11
				
Mexico...11
				
United Kingdom...11
		
Short Haul Marketing...11-12
			
Instate & Regional Advertising...12
		
Interactive Marketing...13
		
Sponsorships & Promotions...13-14

Fulfillment...13-14
		
Publications...14
		
Distribute Marketing Material in AOT
		
Travel Packets...14
Data Analysis and Tracking Inquiries...14
Trade Shows and Sales and Media Missions...15-26
Native American Tourism Marketing...27

Cooperative Marketing...28
Database Marketing...29
Tourism Education and Development...30-32
ACERT...30
Visitor Services...30
Workshops...30
Grants...31
How To Work With Us...32
		
Staff Directory...33-35

Dear Tourism and Hospitality Partners:
We are pleased to present the Arizona Office of Tourism’s (AOT) FY 2008
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 online version
of the MPPG will be continually updated as new programs and activities are
solidified. By posting this document, AOT is providing you with an opportunity
to look ahead at what we have planned for the next year and to use this as a
resource as you begin to outline your program of work.

Letter from the Director

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. By developing cohesive and complementary marketing plans, the state’s
tourism industry will continue to thrive.
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 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.
I encourage you to read through this plan and check back to www.azot.gov 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,

Margie A. Emmermann
Director, Arizona Office of Tourism

3

Mission, Vision,
Values, Core Strategies
AOT Mission

RESPECT. We will demonstrate respect for each other, for our state, its lands
and its people.

The Arizona Office of 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.

Core Strategies
PEOPLE. Recognize, reward and value our people as our key assets.

AOT Vision - Lead the way in branding Arizona.
AOT Values

RESEARCH. Enhance research capabilities as the foundation for understanding
and reaching targeted visitors and maximizing the return on investment.

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.

EDUCATION. Educate constituents in traditional and innovative methodologies
to maximize economic impact through tourism.

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.

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.

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.
QUALITY. We will 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 provide them
with service that exceeds their expectations, and share our passion for
Arizona with them.

4

Travel Trends and
the Effect on Arizona Tourism
Barriers to International Visitation
Although overseas travel to the U.S. has been slowly
recovering since the rapid decline after September 11,
many experts predict this growth could be curbed by
the country’s unpopular entry process and increased
competition from destinations with easier entry procedures
and less controversial political landscapes. A survey funded
by the Discover America Partnership found that nearly 40
percent of surveyed foreign travelers thought the U.S. entry
process was the worst, and provides the “worst experience”
for acquiring a visa. In addition, the U.S. Department of
Commerce is predicting that a majority of visitor growth
from the international markets will come from Canada and
Mexico, countries that will continue to be greatly impacted
by the Western Hemisphere Travel Initiative (WHTI). The
first part of the WHTI went into effect in January 2007,
requiring anyone entering the U.S. by plane from Canada
and Mexico to have a passport, and a similar regulation for
land border crossings will be enacted in 2009.
AOT will continue to have a seat at the table for dialogue
with the Discover America Partnership (www.poweroftravel.
org), as they embark on their mission to strengthen the
image of America around the globe. As potential challenges
and hurdles to increasing international visitation are on the
rise, AOT is committed to remaining competitive in targeted
international markets by increasing funding for consumer
advertising and seeking out new opportunities to reach the
travel trade and media.
Adventure Travel
While the definition of “adventure travel” continues to evolve,
it still remains as one of the buzz words that always rises to
the top in the travel industry. In the past, adventure travel
was viewed as “roughing it” with basic accommodations and
services. Today, adventure travel incorporates an element
of this rustic nature, but the fundamentals have changed

so that the ideal adventure vacation is one that includes
authentic learning experiences and a variety of activities for
different abilities and interests. Accommodations no longer
have to be bare bones, as adventure travelers are looking
for something a little more upscale. The basic idea is that
people are looking for their adventure to be mixed with a
little luxury.
The demographic of the adventure traveler is also shifting,
as women now make up the majority of adventure travelers
worldwide, according to the first annual 2006 Adventure
Travel Industry Survey, Practices and Trends, released by the
Adventure Travel Trade Association (ATTA). In addition, 4160 year olds comprise the highest participating age group in
adventure travel and the average land cost for an adventure
travel trip is $2,122, further proving that adventure travel
has moved way beyond camping and tents.
Arizona is extremely well positioned to meet the needs
of the “new” adventure traveler with our dynamic mix
of recreational opportunities and luxury amenities. AOT
is engaging in partnerships with Arizona State Parks
and the Arizona Trail in FY08 to develop new and
innovative programs and products that will appeal to this
valuable market.
International Air Service
Maintaining the current international air service into
Arizona is a critical component of increasing international
visitation, and proving the success of the existing service
is the conduit to acquiring new flights. In the increasingly
competitive global market, airlines have the opportunity
to land their planes almost anywhere in the world, and
they are only going to continue routes that are profitable
to their bottom line. If a route is not performing well, an
airline will not hesitate to pull the flight and it is often years
before that route will ever be considered again. Many
destinations falter by focusing too much on acquiring
new international flights instead of supporting the existing
flights that are bringing in international visitors everyday.

5

Industry Trends

AOT works closely with the airports and airlines to support
their efforts in promoting flights to Arizona. This has worked
extremely well in the Canadian market, where the number
of flights has significantly increased in the last few years.
WestJet is one of Canada’s most popular airlines and the
expansion of their service into Arizona in conjunction with
coordinated efforts from Arizona’s tourism community.
WestJet is expected to announce new Arizona routes in
FY08 and AOT will continue to put the resources behind
making these flights successful.
It has been statistically proven that airline service from
the interior of Mexico is crucial to maintaining visitation
numbers from this market. US Airways and Aeromexico
currently offer nonstop service from Mexico City to Arizona
and AOT has made a commitment to work with these
airlines to maintain these extremely important routes. For
more than 10 years, British Airways has operated a nonstop
flight between Phoenix and London and AOT’s support of
this route has increased as budgets have allowed. For the
last three years, AOT has partnered with British Airways
on a consumer marketing campaign, which has garnered
tremendous results.
Shifting Perceptions & Quality of Life Messaging
Tourism is not an isolated industry, it is intertwined with
the other industries that keep Arizona’s economy moving
forward and it is the glue that holds together many pieces of
Arizona’s economic picture. In order for the tourism industry
to be recognized as a vital component of Arizona’s economy,
the industry must align itself with the business community
to shift perceptions about Arizona as both a leisure travel
destination and a place to conduct business.
Business development and attraction is a key component
to the future of the State’s economy. AOT is committed to
making the tourism industry a driving force in establishing
the “quality of life” message and amenities that are necessary
to make Arizona an attractive place to work and live. By

partnering with the Arizona Department of Commerce, AOT
laid the groundwork for shifting perceptions about Arizona
and will expand on this partnership in FY08. “Vibrant
Variety and Endless Opportunities” is the key message in
this campaign. Events such as Super Bowl XLII in Arizona
are the ideal platform for spreading this message to the
tourism and business communities that will be watching
the Grand Canyon State take center stage during this
international event.
In-State Travel
As Arizona’s population continues to grow at a recordbreaking pace and new residents are flooding into the state,
the opportunities for in-state travel will increase. Arizona
residents have always been the primary source of visitation
within the state, but as people are leaving other states for
the moderate climate and low cost of living in Arizona,
there will be an entirely new group of potential travelers for
destinations around the state to target.
Weekend getaways are also growing in popularity, with 225
million trips taken last year, an increase of more than 10
percent according to the Travel Industry Association of
America’s U.S. Domestic Leisure Travel Report. Because
Arizona is such a geographically large and diverse state,
this is also an incredible opportunity to capitalize on the
increasing number of in-state residents.
Last year, AOT launched a new regional and in-state
marketing program, which features an individual marketing
plan, Web site and fulfillment pieces for each of the four
regions of the state outside of the Phoenix metropolitan
area. In-state visitation is the driving force in many of these
community’s economies. This program took into account
each region’s seasonality, destination drivers and other
important factors. AOT will build upon this successful
program in FY08, with the ultimate goal of driving visitation
to these regions in their shoulder seasons from both in-state
residents and regional markets.

6

Industry Trends

Baby Boomer Market
There are no signs that the lucrative Baby Boomer market
will be tapering off any time soon. In fact, research shows
that the travel industry will see a remarkable growth in
the leisure segment over the next 18 years as more and
more Boomers have the freedom and time to spend money
more frequently. Although the importance of marketing to
Boomers remains the way in which destinations go about
attracting this market segment will need to evolve as they
continue to mature. For instance, adventure travel among
Boomers will experience a tremendous increase, but there
will be a significant distinction between those who want to
experience active adventures verses those who want a more
passive adventures.
Because this market segment tends to stay longer and
spend more, AOT will continue to focus the bulk of its
long haul marketing efforts on attracting both Boomer
Families and Empty Nesters. The goal of AOT’s long haul
marketing campaign is to grow “value visitation” with a
focus on increasing the overall spending of our extremely
targeted demographic instead of trying to grow the volume
of a less targeted demographic. The Target Cities campaign
accomplishes this goal by focusing on the cities of Chicago,
Minneapolis, Seattle and New York and pinpointing our
messaging to the most valuable potential visitor.
Increased Competition
States like California, Florida, Colorado and Hawaii have
always been in Arizona’s competitive set for visitors. But, as
more destinations around the world become more accessible
to travelers, the scope of the competition becomes much
more global. Experts predict that destinations in eastern
Europe like Croatia, Poland and even Albania will keep
European travel growing at a rapid rate. U.S. carriers are
expanding their routes into Asia, Africa and South America,
giving Americans a world of destinations to choose from.
Arizona’s competition isn’t strictly land-based either, as
research shows that demand for cruises is on the rise, as

well as the number of ships. As of right now, about 17
percent of the American public has taken cruises and that
number is expected to jump to 30 percent within 10 years.
Cruise lines are also aggressively targeting the lucrative
Baby Boomer market.
In a sea of competition, you have to make yourself stand
out, and that is how AOT intends to maintain Arizona’s
future market share of the travel industry. Competition for
visitor dollars is at an all time high and Arizona is one out of
only seven states in the top 25 to increase its market share
of domestic traveler spending. AOT will continue to develop
new and innovative ways to entice travelers to visit the
Grand Canyon State and give them reasons to keep coming
back to explore new parts of the State. Arizona’s diversity is
a key advantage in staying ahead of the competition, and
this diversity will be positioned through our brand promise
of “Inspiring Unforgettable Southwest Moments.”
Niche / Connoisseur Travel
The explosion of wine tourism over the last 10 years has
brought to light the fact that travelers are no longer looking
for the “something for everyone” experience. Whether they
are passionate about history, cuisine, architecture, or a
variety of other niches, travelers want to spend their vacation
days immersed in these activities as opposed to getting a
general destination overview. These are extremely welleducated travelers that spend time researching before they
go to a destination so they can map out the activities and
programs that will feed their appetite for more knowledge on
their chosen subject.
In order to meet the needs of the “Connoisseur Traveler,”
AOT is seeking out the niches in which Arizona has a
competitive edge and marketing those assets to appeal to
those that are experts in the topic. The Official State Visitors
Guide and AOT’s consumer Web site (www.arizonaguide.
com) still give a general destination overview, but now offer
in-depth articles on niche topics such as culinary, adventure

7

Industry Trends

tourism, birding, architecture and Native American culture.
In addition, AOT uses the added value opportunities earned
through its paid advertising plan to place advertorials in
niche publications that delve deep into one particular
subject highlighting an experience as opposed to trying to
sell Arizona as “something for everyone.”
Technology
Technology and innovation will continue to be a major
influence on the travel industry, especially with the
exponential growth of the Internet, wireless communications
and broadband online access. AOT remains on the forefront
of technology not only for constituents with the businessto-business Web site www.azot.gov, but for the consumer
Web site, www.arizonaguide.com. New innovations such
as integrated rich media content, electronic visitor guides
and updated search tools on www.arizonaguide.com will
allow a new and more dynamic presentation of Arizona.
For travel industry professionals, AOT’s new educational
outreach program, Arizona Tourism University, will expand
to offer online training and e-learning courses throughout
the state to help educate the numerous travel agents who
promote Arizona on a daily basis. As technology expands
and evolves, whether it is online, wireless or via a Visitor
Information Center kiosk, AOT is well-positioned to apply the
latest innovations to further encourage travel to the Grand
Canyon State.
Package Travel & Travel Agents
As a vital part of the tourism industry, tour operators
and travel agents have to constantly redefine their roles
within the industry to adapt to the trends listed above.
As consumer interests and travel patterns shift, the tour
operators and travel agents have to shift the product they
are selling in order to remain competitive. In the packaged
travel industry, passengers are no longer content to just sit
on a bus and watch everything go by. They want to take
part in the experience and learn more about the destination
instead of just receiving a generic overview.

To adapt to this shift in travel patterns, tour operators
have slowed down their itineraries to allow for more indepth visitation at a particular site and added more free
time for individual exploration. As culinary tourism is on
the rise, operators are also including more indigenous and
upscale food offerings, making food an experience instead
of a necessity. As travelers are seeking out this more
individual experience, tour operators are moving away from
the traditional motor coach and offering more small group
and individual travel options. In the travel agent’s world,
the key to staying in business in today’s travel industry is
specialization. In order to maintain profitability and stay
open for business, travel agents must become specialists
in a particular destination, mode of travel (i.e. cruising) or
type of travel (i.e. adventure). Consumers are willing to pay
a premium for the expertise of these agents in arranging
complicated itineraries.
AOT is also modifying its approach in working with tour
operators and travel agents to give them the necessary
information and assistance to effectively sell Arizona product
to their customers. For instance, AOT is developing more
experiential itineraries for tour operators, delving more into
a particular subject as opposed to giving a basic destination
overview. In addition, AOT is also focusing its efforts on
travel agents that specialize in something that Arizona
offers. As opposed to reaching out to an agent that only
sells high-end villas in Italy, AOT’s efforts are targeting those
agents that specialize in golf vacations, adventure travel and
other key destination drivers.

8

Industry Trends

Division Overviews

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 ongoing and special research studies are available on www.
azot.gov. 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, provides travel planning materials, e-newsletters and
correspondence to 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

9

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
The Media Relations division conducts programs to position
Arizona as a premier travel 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 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 Tourism Education and Development 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), Rural
Tourism Development, and Information Center Enhancement
(ICE) is responsible for operating the Painted Cliffs Welcome
Center and other visitor service and educational programs.

Programs
Research & Strategic Planning
Winter Visitor Study: Working with Arizona State University, AOT conducted a pilot study using
new methodology to profile Arizona’s winter visitor population in FY07. The new methodology
was necessary as the travel pattern of winter visitors has experienced a significant shift. While
winter visitors used to primarily stay in travel parks, they are now expanding their accommodation
choices to include second residences, fractional ownership properties and staying with friends
and family. The information gleaned during this pilot study will be used to plan and conduct a
statewide study of the winter visitor population in Arizona during FY08.
•

Research & Strategic Planning
On-going research studies available in FY08:
Annual Visitation: 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 Arizona. In-depth international profiles are produced for Japan, Germany, UK,
Mexico, France, Australia, and Canada. Visitor profiles also include a full study detailing the
economic impact of the direct spending of these visitors as it generates jobs, earnings and taxes
for the Arizona economy.
•

Advertising Effectiveness Study: Beginning with the launch of AOT’s new creative
campaign in September 2005, the agency invested in an advertising effectiveness study that
measured the ongoing campaign through May 2007. The study was designed to analyze the
effectiveness of AOT’s advertising campaign in reaching the target audience. The study also
measured the incremental travel generated by the campaign and the subsequent return on
the state’s investment. In addition, AOT conducted focus groups on current ad creative in
order to understand what is working and what could be improved. Information from all of this
research will be utilized in making the FY08 marketing more strategic than ever and will lay
the groundwork for conducting a conversion study next year to measure the long-term travel
generated by this campaign.
•

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 visitation. 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 “girlfriend
getaways” or adventure vacations.
•

Community Studies: Working with Northern Arizona University, AOT is conducting year-long
visitor surveys in Lake Havasu City and Payson. These surveys will provide AOT and the tourism
industry in each community with valuable information on the demographics and travel patterns
of their visitors in order to shape future marketing efforts.
•

Special studies that support AOT’s Goals and Initiatives:
Cultural, Natural and Historical Assets Inventory: More details to follow – in conjunction with
Arizona State Parks and Arizona Game & Fish Department.
•

AOT conducted and supported new research in FY07 that will be analyzed to make informed
decisions about the FY08 marketing, promotion and education activities of the agency. Due to the
in-depth nature of several research projects, some studies also span more than one fiscal year.
Economic Impact of Mexican Visitors to Arizona: AOT is working with the University of Arizona
on an update of the important “Economic Impact of Mexican Visitors to Arizona” study which
commenced in FY07. This year-long intercept study at the six Arizona border crossing points and
the Tucson and Phoenix airports will conclude with a final report in August 2008. Although AOT
receives annual information from the U.S. Department of Commerce on Mexican visitors arriving
by air, this study provides information on visitors arriving by land, which is a vital piece of the
overall picture when measuring the economic impact of the Mexican visitor segment.
•

•

Five-Year Strategic Plan: More details to follow.

•

One-Year study to examine issues that will impact Arizona’s travel industry over the long term.

The Research & Strategic Planning Division also works with all AOT divisions to help evaluate
and assess programs and develop strategic goals, objectives, and plans. Program evaluations
include: Arizona Tourism University workshops, TEAM workshops, Constituent Satisfaction
Survey, Governor’s Conference on Tourism attendee survey and evaluations of AOT-led trade
shows and sales missions.

10

Programs
Advertising

Advertising

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.

Branding:
Last year, 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 FY08, AOT will continue to
working with statewide partners, to educate and help the Arizona brand at a community level. This
will define a space for Arizona among our competitor states that truly differentiates our unique
product offerings. In addition, with the completion of focus groups in key domestic markets, AOT
will make needed enhancements to the current advertising programs to be more consistent with
the Arizona brand. 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 continue to utilize this information to enhance current activity and
create a more unified identity for advertising, media and communications, at a statewide and
regional level.

Target Cities:
AOT will continue marketing to key target cities through campaigns in Chicago, Minneapolis,
Seattle and New York. Over the past six years, AOT has explored many different ways to best reach
our key market segments in these geographic areas. Over the past two years, AOT effectively
saturated the markets with the Arizona message in the key target cities using radio, online,
print and television. In FY08, AOT will expand concentration of media and given additional
budgetary enhancements which will increase the reach and frequency in these four target
cities. 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.
Integration: AOT will continue to effectively incorporate added value opportunities to expand
marketing efforts through trade, public relations and media relations efforts. Opportunities such
as utilizing consumer radio placement for messaging to enhance a key consumer trade show
(Toronto Golf Show) in Canada to encourage attendance. Integrated, turn-key added value
opportunities will continue to be integrated into the marketing plan for FY08 in elements such
as receptions in target markets.
•

Advertising Campaign:
AOT has successfully executed a new national advertising campaign, launched two years ago,
which will undergo enhancements in FY08 to the creative execution embracing the key brand
dimensions. Through purchased media AOT will build upon the realignment of marketing efforts
to have larger, higher impact sections in print publications while maintaining frequency through
editorial coverage and constituent participation in key media throughout the year. In addition, the
FY08 campaign will infuse specific experiencial branding elements encompassing the overlying
themes of culinary and adventure tourism to name a few. In FY06, AOT will continue to effectively
utilized half page spread layouts, which will continue in FY08. This innovative spread allows AOT
to maximize advertising exposure and create the opportunity to provide relevant editorial copy
above the advertisement. 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.

New York: New York is a lucrative market for travel to Arizona, however advertising in this
market comes with a high dollar cost. AOT has been building market penitration over the past
two years and will continue in FY08 to build awareness and interest. The campaign will target
New York City and the surrounding suburbs and will include radio, online and print advertising
along with Guerilla marketing tactics to help generate a buzz.
•

Cold-Weather Messaging: To maintain consistency, the visual elements of the Target Cities
campaign remains in line with the national campaign, however the messaging is more focused
on winter weather during the coldest months of the year in those cities (November through
March). Typically the messaging is simple with a fun, spirited tone speaking effectively to this
geographic segment. Lines such as “Blaze a trail without the help of a snowplow” or “Tee
times recommended, snow boots optional” lend themselves well to relevancy and are easy to
recall. This advertising creative has been effective through focus group testing last year and
will continue in FY08.
•

Long Haul Marketing: Domestic Consumer Segments
AOT’s two primary long haul targets 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 for leisure and live in suburban areas around cities. The differentiating factor is the presence/

11

Programs
Advertising (Continued)

International Marketing:
The Arizona Office of Tourism will have an increased presence in key international markets in
FY08. Of the five key international markets, AOT has felt it advantageous to support both trade
and public relations efforts in Canada, Mexico and the United Kingdom. Currently, there are no
plans for consumer advertising in Germany and Japan, but AOT does fulfill its standard travel
packet and international fulfillment pieces to each market.

economic impact of nearly $40 million. AOT is conducting an extensive research study on
these visitors beginning in FY07, with results in FY08 in order to obtain a more accurate picture
of the Mexican visitor’s impact on Arizona tourism. In FY08, AOT will continue our expanded
northern Mexico campaign concentrating on the states of Sonora, Sinaloa and Chihuahua. In
addition, AOT will be adding marketing efforts in Mexico City to support new flights to Phoenix
on Mexicana and AeroMexcio. A new Spanish language campaign will be rolled out in FY08
to the Mexican market in these key areas to more effectively connect with our key market
segments.

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 2005, Arizona received more than 356,000 visitors from Canada, marking a 19
percent increase over the previous year. Canadians spend a record amount of travel in the U.S.
and forecasts indicated the trend will continue. 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
last year, with a more robust trade and media relations program, AOT has continued to largely
expand the consumer marketing presence in the Canadian market. Building upon efforts for the
past two years in Toronto, Edmonton, and Vancouver AOT will continue with a comprehensive
marketing program in these cities and the secondary markets of Calgary, Winnipeg and Ottawa.
•

• 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 2005, Arizona received 126,000 visitors from
the United Kingdom. These visitors stayed an average of 4.3 nights and spent almost $57
million in the state. In FY08 AOT will again work with British Airways to execute a cooperative
consumer marketing campaign encouraging visitation to Arizona with a direct mail component
and a heavy online presence with a Web site encouraging visitation and booking capabilities
to Arizona.

Short Haul Marketing:
In FYO5, 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 hotel stays, 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) The Gen-X market is a growing market in the travel industry. Within the Gen-X
market AOT will target two key segments: Gen-X Families market and the Extreme Gen-X
market. AOT has been marketing to these two primary short haul target markets consumer
segments for two years building awareness of Arizona as a travel destination. AOT will continue
to build upon that success in FY08.

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
higher motivation to visit Arizona because of their proximity to the state and the fact that they
often have friends and relative living in Arizona. In addition, the Mexican visitor has access to
diverse shopping experiences and high-end resort, golf and spa products which are of interest to
this consumer segment. 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 2005, 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 6.5 nights and had a direct

•

Target cities for this campaign will include cities in Southern California, Denver, Colorado and
Dallas, Texas. 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

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Advertising (Continued)

efforts on the Southern California region. AOT will again target both the boomer segments as
well as the Gen X Families. Traditional tactics will be mixed with non-traditional mediums such
as dry cleaning bags, coffee wraps, outdoor video projection and theater advertising.

suburbs and have one or more children. They want them to develop an affinity for Arizona so they
view Arizona as a great place to vacation again and again. The emerging developmental 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 Arizona is a convenient destination and is an exciting and rewarding choice.

Arizona Origins:
Last year, AOT partnered with National Geographic and the Sonora Office of Tourism to
produce the first-ever National Geographic Arizona Sonora Desert Region MapGuide. The map
features destinations, attractions and events on both sides of the border that fit the geotourism
definition, which is tourism that sustains or enhances the geographic character of a place.
AOT is taking geotourism to the next level and spreading the principle throughout the state
with the Arizona Origins brand. This brand is featured prominently on AOT’s consumer Web
site, allowing visitors to order a copy of the map and learn more about geotourism destinations
throughout the state. In FY08, AOT will make Arizona Origins an integral part of its overall
marketing strategy establishing Arizona as a leader in geotourism.

In-state & Regional Advertising:
Arizona residents and regional visitors continue to be the state’s number one source of visitation,
therefore AOT includes in-state and regional advertising in its overall marketing plan. The goal
of all AOT campaigns remains the same: to encourage overnight visitation. In-state 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. 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.

Interactive Marketing:
AOT places a strong emphasis upon its interactive marketing initiatives, including the primary
marketing Web site arizonaguide.com. Campaign tracking and the ability to enhance content
during campaigns has resulted in arizonaguide.com becoming the key call to action for all
advertising-based programs.

• Last year, a comprehensive In-state/Regional Marketing Program was rolled out and focus group
tested in the Phoenix market. Based on the feedback from the research, AOT will rework certain
components of the current in-state campaign creative to effectively highlight the key brand dimensions
respective to each of the five marketing regions of Arizona (Phoenix and Central, Northern, Southern,
West Coast and North Central). The media placements and creative executions for this campaign
will take into account high and shoulder seasons, highlighting destination drivers or accelerants. AOT
will also organize quarterly marketing round table meetings with constituents to share results and
demonstrate the impact of these advertising efforts to each region.

In addition to promoting and enhancing arizonaguide.com, AOT will increase its online and
interactive marketing presence in key emerging interactive technologies in FY 08. According
to research, 79 percent of travelers use online tools to plan a trip (Source: Travel Industry
Association of America), with more than 175.4 million Internet users and households in North
America (Source: eMarketer, May 2006). In addition, the emergence of new online innovations,
such as user-generated content, and an increase in broadband Internet connectivity will allow
for a wider distribution of these new technologies.

• In addition, AOT will work with Arizona Highways to produce a travel guide for each region and
will include those pieces in fulfillment packets based on requests received through the campaign
efforts of the In-state/Regional Marketing Program. In addition, the guide will be posted online for
consumers to view, download and print utilizing a new innovative page-turning technology.
• AOT has also developed a Web site consistent with elements of the creative execution for this
campaign which includes information on each region, suggested itineraries, a request form for
collateral material and links to each community in that region.

•

As these new trends become more mainstream for the average Internet user and traveler, AOT
will further incorporate these technologies into our overall interactive marketing strategy as well
as into arizonaguide.com. Travel sites, such as TripAdvisor, and Wiki sites, such as Wikitravel,
will allow AOT to lend its expert advice to potential Arizona visitors. On arizonaguide.com,
features under consideration such as user-generated content, podcasts, video and online

In FY08, the focus of the regional and in-state campaign will be honed to focus the majority of

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Programs
Advertising (Continued)
Accenture Matchplay World Golf Tournament
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.

brochures, will deliver a variety of rich information to the traveler, ensuring a positive reflection of
visiting Arizona. With this vast amount of content, AOT has also implemented a comprehensive
search engine optimization (SEO) program to improve the sites ranking on search engines.

•
•

AOT has also used “mini-sites,” small topic-based areas of the “main” Web site designed to be easy
to navigate to effectively deliver and enhance promotional messages to targeted demographics.
Mini-sites, such as the OnlyInArizona.com in-state site, connect the offline advertising campaign to
an online marketing tool while keeping the site content focused on the in-state traveler.

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 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.

Incorporating an offline advertising message into an online marketing tool extends beyond the
use of mini-sites. AOT’s Arizona Origins initiative has integrated the partnership with National
Geographic and the Arizona-Sonora Desert Region Geotourism MapGuide project to create unique
print materials, including the MapGuide itself, as well as a distinct section on arizonaguide.com
where visitors can learn more about Arizona Origins, download an online version of the MapGuide
or order a printed copy of the map. By merging the offline and online pieces of this project and
promoting the bi-national nature of the Sonoran region, AOT will continue to engage this high
value culture and heritage visitor as well as add value for constituents due to the unique way these
locations and attractions have been packaged for visitors.
In addition to pursuing the latest interactive technologies, AOT will also be continuing a traditional
online advertising campaign by contextually and behaviorally targeting users with compelling
travel messaging. Contextual and behavioral ad targeting are both methods for delivering relevant,
highly-targeted ads to consumers. Behavioral targeting, a fairly new technique for delivering ads,
incorporates a users past activity on a specific site or network of sites to deliver a relevant message
to the user. Contextual targeting is based from the type of content displayed on a specific page
to deliver a relevant message. By using both contextual and behavioral ad targeting, AOT has
positioned itself as a leader in the travel and tourism industry.

In addition to fulfilling domestic consumer requests, AOT also fulfills requests from consumers
in Canada, Mexico, United Kingdom, Ireland, Germany, Austria, Switzerland, France and
Japan. AOT produces a special foreign-language fulfillment piece for each market, and these
guides are designed to not only educate consumers, but they are also used to provide the travel
trade with valuable Arizona travel information. In FY08, AOT will secure a mail house in Europe
to handle all fulfillment in those countries, thereby expediting the process and better meeting
the needs of the consumers.

Sponsorships & 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 and bring high value visitors to the
state, encouraging 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 FY08:
• P.F. Chang’s Rock N’ Roll Arizona Marathon & Half Marathon
• Samsonite in-store promotion

Publications
The following fulfillment publications will be printed in FY08:
Official State Visitors Guide and Map:
With a circulation of 625,000 annually, the Arizona Official State Visitor’s Guide (OSVG) is the

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Advertising (Continued)
official fulfillment publication for the Arizona Office of Tourism. It 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 FY08,
AOT will be marketing the guide with exciting new layout and copy. Editorial features in the front
of the book help to pique interest and highlight experiences throughout the state. The new text will
include a more intuitive organization that will follow the layout of AOT’s new consumer Web site.
In addition, the guide will be posted online for consumers to view, download and print utilizing a
new innovative page-turning technology. Communities interested in advertising in the Official State
Visitor’s Guide may contact Traci Gomes, Advertising Manager, at (602) 364-3699 or tgomes@
azot.gov.

be published in January 2008 with a print run of 120,000 copies. Participation is open to
Arizona CVBs, Chambers, DMOs, hotels and suppliers. Contact Osamu Hoshino with Fieldstar
International at ohoshino@comcast.net for more information and advertising rates.
Distribute Marketing Material in AOT Travel Packets:
Opportunities for Destination Marketing Organizations (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 Traci Gomes, Advertising Manager at (602) 364-3699 or tgomes@azot.gov.

Data Analysis and Tracking Inquiries:
Capturing and analyzing data is integral to the success of AOT’s advertising initiatives and
building relationships with the consumer. Currently, AOT has a seamless process for data
transfer and analysis from various inquire sources (Web site, call center and data entry) that
enables the agency to learn more about each inquire. In FY08, AOT will implement a Customer
Relationship Management (CRM) system that will incorporate “real time” analysis. Within the
next year, AOT will be able to continue the conversation with our customers, instantaneously
viewing demographic and psychographic information. Using “real time” tracking, AOT will be able
to identify an service customers precisely, customize communications touch point 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 best to meet their needs to keep Arizona top of mind as a travel
destination. AOT will be able to recommend and proved information on Arizona travel products and
experiences that are most likely to have the greatest appeal to consumers on an individual basis.

Professional Travel Planner’s Guide:
Arizona Professional Travel Planner’s Guide is the official fulfillment publication for the AOT’s Travel
Industry Marketing Division. This comprehensive statewide guide assists tour operators and travel
agents in the United States and 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 October or November for
the upcoming year) with a circulation of 25,000 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. (There are advertising
opportunities available in this publication and AOT will make the tourism industry aware of when
the opportunities are available.) For more information, contact Mary Rittmann, Director of Travel
Industry Marketing at mrittmann@azot.gov or 602-364-3730.
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

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Trade Shows and Sales Missions and Media Missions

Trade Shows and Sales and Media Missions

Canadian Traveller - Canadian Travel Trade Supplement
Date: September 2007
Location: Distribution across Canada
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and travel
suppliers. Contact Stephen Fountaine with Canadian Traveller at stephenf@canadiantraveller.
net for advertising rates and additional information.
Cost: Varies
Audience: Canadian travel agents
Program Summary: This annual sales supplement is designed for travel agents in the Canadian
market. The insert highlights all Arizona regions, activities, what’s new and contact information.
In FY08 special focus will be given to culture, heritage and culinary tourism. It will be distributed
in the September issue of Canadian Traveller to 14,000 recipients. Additional copies will be
distributed at Canadian trade shows and sales missions and used as an additional fulfillment
piece.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693

AOT’s Travel Industry Marketing and Media Relations Division 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.
*This schedule is subject to change.
Japanese Receptive Operator Sales Mission (West Coast)
Date: August 2, 2006
Location: Torrance, CA
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $250 per supplier or $350 per DMO, plus travel expenses
Audience: Southern Californian Japanese tour operators and receptive operators
Program Summary: The Japanese Receptive Operator Sales Mission introduces Arizona suppliers
and DMOs to the California-based travel professionals of major Japanese tour companies as
U.S.-based managers can be influential on product and booking decisions. The event features
destination development seminars/workshops and a marketplace.
AOT Contact: Mary Rittmann at mrittmann@azot.gov or 602-364-3730

La Cumbre
Date: September 5-7, 2007
Location: Ft. Lauderdale, FL
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $750 per supplier or $1,000 per DMO, plus travel expenses
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 700
travel trade and 90 press members from throughout Latin America are expected to attend this
event. Barbara Jackson, AOT’s Mexico representative will attend this event.
AOT Contact: Mary Rittmann at mrittmann@azot.gov or 602-364-3730

Visit USA Travel Agent Breakfasts - Germany
Date: August 2007
Location: Düsseldorf, Cologne, Frankfurt.
Participants: N/A
Cost: N/A
Audience: German travel agents
Program Summary: The Visit USA Committee Germany organizes breakfast seminars for German
travel agents. Information is presented in a round-table format allowing for small group discussions
and focused Q/A. Albert Jennings, AOT’s representative in Germany, will attend the seminars.
Attendance is anticipated to be 40 - 50 agents per city. Brochure distribution is available at a cost
of $200, plus shipping.
AOT Contact: Hylton Fothergill at hfothergill@azot.gov, or 602-364 3706

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Programs
Trade Shows and Sales Missions and Media Missions (Con’t.)

UK & Ireland Sales Mission
Dates: September/October 2007
Location: London, Crawley, Manchester, Dublin
Participants: N/A
Cost: N/A
Audience: UK and Ireland travel agents and tour operators
Program Summary: AOT carries out a sales mission to the UK every year, alternating between
a large statewide delegation and AOT only. Based on this format the sales mission in FY08 is
presently AOT only, however, should there be an interest from suppliers around the state, this is
subject to change. The week long mission will be comprised of product meetings and destination
training sessions at the offices of key tour operators. The purpose of the mission is to help maintain
a strong presence and increase Arizona awareness in this very important and competitive market.
AOT Contact: Hylton Fothergill at hfothergill@aozt.gov or 602-364-3706

WestJet, a discount airline based in Calgary, Alberta. WestJet is a rapidly growing airline that
offers seasonal service to Phoenix from Calgary, Winnipeg and Edmonton. The Arizona and
WestJet delegation will blitz local travel agencies and host evening receptions and presentations
for 100 - 150 agents in each city. The purpose of the mission is to help build on our partnership
with WestJet and focus on this fast-growing market.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693
See America Week including Japan Association of Travel Agents (JATA) World Travel Fair and
Media Marketplace
Date: September 14-17, 2007
Location: Tokyo, Japan
Participants: Participation is open to anyone in the tourism industry. Visit www.jata-wtf.com or
www.tia.org for additional information and to register.
Cost: Varies
Audience: Japanese travel trade, media representatives and consumers
Program Summary: JATA World Travel Fair is 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 2006, 68,193 general public visitors and 38,048 travel trade and
press attended this event. Following JATA World Travel Fair, TIA hosts a Media marketplace for
Japanese travel and travel trade media. Sixty-three writers attended last year.
AOT Contact: Mary Rittmann at mrittmann@azot.gov or 602-364-3730 or Jacki Mieler at
jmieler@azot.gov or 602-364-3697

Vancouver Sales Mission
Date: September 10-11, 2007
Location: Vancouver, Canada
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Audience: Canadian travel agents and tour operators
Cost: $350 per supplier or $500 per DMO, plus travel expenses
Program Summary: Top-producing Canadian travel agents are invited to attend an “Arizona” event
that features oral and video presentations, a trade show, food and entertainment. Approximately
100 travel agents attend these events. We also coordinate individual sales calls and staff training
on site at large agencies and tour operations. In addition, AOT will plan an exclusive dinner event
for top clients. There may be an opportunity for brochure distribution.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693.

Seattle/Portland Sales Mission
Date: September 24-28, 2007
Location: Seattle, WA and Portland, OR
Participants: Participation is open to Arizona CVBs, Chambers and DMOs. Please contact
Kimberly Janes with the City of Chandler (Kimberly.janes@ci.chandler.az.us) for more
information.
Cost: TBD
Audience: Travel agents and wholesale offices
Program Summary: This event focuses on the travel industry in one of Arizona’s target cities

Arizona/WestJet Sales Mission
Dates: September 11-14, 2007
Location: Calgary, Winnipeg, Canada
Participants: Participation is open to Arizona CVBs, Chambers and DMOs - hotels & suppliers TBD.
Cost: TBD
Audience: Canadian travel agents
Program Summary: Arizona will visit Canada to conduct a sales mission in conjunction with

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Trade Shows and Sales Missions and Media Missions (Con’t.)

(Seattle) and an important feeder market (Portland). The mission will include sales calls to and
staff trainings in travel agent offices throughout both cities as well as an evening VIP event for key
clients in each city.
AOT Contact: Kristy Swanson at kswanson@azot.gov or 602-364-3696

exhibits, a fashion show highlighting important society members as the models and dinner.
Proceeds of the consumer event benefit a local charity which also attracts media interest. In
2006, attendance reached a maximum level of 850 people and more than $55,000 in media
coverage was generated.
AOT Contact: Mary Rittmann at mrittmann@azot.gov or 602-364-3730

Los Angeles Media Marketplace
Date: September 27, 2007
Location: TBD – Los Angeles
Cost to participate: $500 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: Los Angeles 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 Los Angeles 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 20
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: Jacki Mieler at jmieler@azot.gov or 602-364-3697

Society of American Travel Writers Annual Conference
Date: October 5-10, 2007
Location: Manchester, England
Participants: This conference is only open to members of SATW. In order to attend the
conference, you must become a member of SATW by March 2007.
Cost: TBD
Audience: U.S. and Canada-based travel writers and editors that are SATW members
Program Summary: The Society of American Travel Writers (SATW) is the premier organization
for U.S. and Canadian travel writers. The Annual Conference offers incredible opportunities
to interact with the active members of SATW during the media marketplace and conference
activities.
AOT Contact: Jacki Mieler at jmieler@azot.gov or 602-364-3697
WestJet Vacations Travel Trade Launch
Date: September 10-14, 2007
Location: Halifar, Montreal, Calgary and Vancouver, Canada
Participants: Participation is open to WestJet Vacations vendors and partners.
Cost: Approximately $650 US per event, plus travel expenses
Audience: Canadian travel agents
Program Summary: WestJet Vacations is the wholesale travel package company for WestJet.
Their product includes Arizona hotels coupled with flights to Phoenix. WestJet Vacations hosts
several travel trade events in their key markets, i.e. Toronto, Calgary and Vancouver. The events
will be reception-style and include a tradeshow component and a short WestJet Vacations
presentation. Based on past events held by WestJet, the attendance at each event is estimated
at between 500 – 600 travel agents and trade media.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693

Arizona Showcase
Date: October 3-4 2007
Location: Hermosillo, Sonora, Mexico
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: The cost to participate varies from $900-$2,000 depending on the type of supplier and level
of participation, plus travel expenses. Early booking discounts may apply.
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
Obregon. 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

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Trade Shows and Sales Missions and Media Missions (Con’t.)

Mundo Continental
Date: October 23, 2007
Location: Mexico City, Mexico
Participants: Participation is open to anyone in the tourism industry. Visit www.mundocontinental.
com for more information and to register.
Cost: Approximately $1,200 per seminar
Audience: Mexican travel agents
Program Summary: Each year, Continental Airlines sponsors a series of travel agent seminars
throughout Latin America. With strong air service routes between Mexico, Central America and
South America, Continental Airlines has strong alliances throughout this area. At this time,
Arizona is working with several Mexican tour operators who are utilizing Continental Airlines for
service to Phoenix (through Houston).
AOT Contact: Mary Rittmann at mrittmann@azot.gov, or 602-364-3730

MLT University
Date: October 8-10, 2007
Location: St Paul, Minnesota
Participants: Participation is open to destinations and suppliers included in MLT product offerings.
Call Jackie Koepsell with MLT Vacations at 952-470-3885 for more information and to register.
Cost: $1,199 for a single booth, $1,999 for a double booth, plus travel expenses – opportunities
may be available to booth share
Audience: MLT preferred travel agents
Program Summary: MLT Vacations is the wholesale operation of Northwest Airlines. Each year
they coordinate MLT University, an event designed to educate their preferred travel agents about
product offered in their wholesale programs. Arizona is a popular warm weather getaway product
for MLT. 1,200 travel agents from all over the US are invited for this three-day event featuring
destination seminars and tradeshows. AOT will also conduct sales calls and trainings with travel
companies in the Minneapolis area during the show dates.
AOT Contact: Kristy Swanson at kswanson@azot.gov or 602-364-3696.

Travel Trade Workshop
Dates: October 25 - 26, 2007
Location: Montreux, Switzerland
Participants: Participation is open to anyone in the tourism industry. Visit www.ttw.ch for
additional information.
Cost: $2,000
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 at hfothergill@azot.gov or 602-364-3706

Eastern Canada Media Mission
Date: October 22-26, 2007
Location: Toronto, Montreal
Participants: CVBs/Chambers/DMOs. Space is limited to three partners and will be done on a first
come, first served basis.
Cost: $400 plus “event” expenses and travel expenses. Please keep in mind that this media
mission will likely involve flying between these two cities, thereby resulting in higher travel expenses.
“Event” expenses are those incurred while hosting media to meals and/or refreshments. These
costs will be divided equally among the partners and are estimated to be about $250 per partner.
Audience: Canadian travel and trade media
Program Summary: AOT’s Canadian public relations representative will organize a media mission
to three of Western Canada’s largest cities, all of which have direct air service to Phoenix. The
Arizona delegation will have one-on-one appointments with media in each city to discuss what is
new in Arizona and pitch story ideas.
AOT Contact: Jacki Mieler, jmieler@azot.gov or 602-364-3697

Japan Sales Mission
Date: November 5-9, 2007
Location: Tokyo, Osaka, and Nagoya, Japan
Participants: Participation is open to CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $600 per supplier or $800 per DMO, plus travel expenses

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Trade Shows and Sales Missions and Media Missions (Con’t.)

Audience: Japanese tour operators and travel agents
Program Summary: The annual sales mission to Japan consists of destination development
seminars/workshops in the key cities of Tokyo and Osaka, and possibly Nagoya followed by an
exclusive Arizona-only event (in Tokyo). In 2006 there were 219 participants in three cities (Tokyo,
Osaka and Nagoya) including tour wholesalers, tour operators, and travel agencies. Arizona
tourism constituents are encouraged to participate in the mission to further cultivate and develop
their contacts with the Japanese travel industry. Contact Osamu Hoshino for more information at
ohoshino@comcast.net or 801-266-3345.
AOT Contact: Mary Rittmann at mrittmann@azot.gov, or (602) 364-3730

are educated about travel to Arizona.
AOT Contact: Hylton Fothergill at hfothergill@azot.gov or (602) 364 3706
Arizona Media Marketplace
Date: November 1, 2007
Location: Westin Kierland Resort & Spa
Participants: All tourism suppliers
Cost: $150
Audience: Arizona-based and regional travel and tourism writers, and Travel Classics West
participants
Program Summary: In FY08, AOT is shifting the timing of its annual in-state media marketplace
to coincide with Travel Classics West. The purpose of the event will remain the same in
providing AOT’s constituents a low-cost opportunity to meet with the wealth of travel writers
that live in Arizona and the surrounding regional markets. The writers and editors attending
Travel Classics West in Scottsdale will be checking into the Westin Kierland on November 1
and they will be extended an invitation to attend the media marketplace. This gives exhibitors
the opportunity to potentially interact with these writers and editors, and gives the writers and
editors the chance to learn more about other areas of the state.
AOT Contact: Jacki Mieler at jmieler@azot.gov or 602-364-3697

Southwest USA Promotions
Date: November 2007 - March 2008
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 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 are yet to be determined, but may include Cologne,
Mannheim, Stuttgart, Hamburg, Munich, and Luxemburg.
AOT Contact: Hylton Fothergill at hfothergill@azot.gov, or 602-364-3706

Travel Classics West
Date: November 1-4, 2007
Location: Westin Kierland Resort & Spa – Scottsdale, Ariz.
Participants: Participation is open to any Arizona tourism supplier.
Cost: Costs vary depending on level of participation. Visit www.travelclassics.com for more
information and to register.
Audience: U.S. and Canada based freelance travel writers and editors.
Program Summary: Travel Classics West is returning to Arizona for the fourth 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 prescheduled appointments, which gives the writers ample opportunities to have one-on-one time
with the editors. This conference attracts top-notch editors from publications such as Sunset
Magazine, National Geographic Adventure, Self, Robb Report, AARP Magazine, Men’s Journal,
Golf for Women, Bon Appetit and more. AOT is the Platinum Sponsor of the conference and

Tour Operator Road Show
Date: November 2007
Location: Throughout Germany
Participation: N/A
Cost: N/A
Audience: German travel agents.
Program Summary: Each year, AOT partners with a major German tour operator on their annual
road show. The particular tour operator is yet to be determined but AOT has previously partnered
with Meiers, Neckermann and Dertour. These road shows are an excellent opportunity to highlight
Arizona to a large target audience. During the week long event, approximately 600 travel agents

20

Programs
Trade Shows and Sales Missions and Media Missions (Con’t.)

Ontario Motorcoach Association (OMCA) Marketplace & Conference
Date: November 10-14, 2007
Location: Ottawa, Ontario, Canada
Participants: Participation is limited to OMCA members. Visit www.omca.com for additional
information and to register.
Cost: US $850
Audience: Canadian tour operators
Program Summary: This annual conference is Canada’s largest tour operator show (always
held in Ontario) 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.
Chris Ryall, AOT’s representative in Canada, will attend on our behalf.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693

works with the writers to organize pre and post conference FAM trips.
AOT Contact: Jacki Mieler at jmieler@azot.gov or 602-364-3697
Sponsorship Contact: Maren Rudolph, Travel Classics – maren@travelclassics.com or
914-591-4503
China International Travel Mart
Date: November 1-4, 2007
Location: Kunming, China
Participants: Participation is open to anyone in the tourism industry. Contact Warren Ruello with
TIA at wruello@tia.org for more information and to register.
Cost: TBD
Audience: Chinese tour operators, travel agents and travel trade media
Program Summary: China is one of the fastest growing markets in the world. Tourism has increased
dramatically over the past five years and is expected to explode to more than 100 million outbound
travelers by 2020. China International Travel Mart is China’s official tourism trade show and links
buyers and suppliers in a marketplace format. China is an emerging market for the United States
and Arizona and this will mark only the second time AOT will exhibit here.
AOT Contact: Mary Rittmann at mrittmann@azot.gov or 602-364-3730

Thomas Cook Reisesommer
Date: November 2007
Location: Frankfurt Germany
Participation: N/A
Cost: N/A
Audience: German travel agents and consumers
Program Summary: This two day event highlights products from two major German tour
operators, Neckermann and Thomas Cook. The first day of the event is open to travel agents
only, with approximately 5,000 German travel agents attending. The second day of the show is
open to the general public, and is the only consumer travel show in Frankfurt. Albert Jennings,
the representative in Germany will attend on behalf of AOT and will be a co-exhibitor in the Visit
USA Germany exhibit area. Brochure distribution is available through AOT at a cost of $200,
plus shipping.
AOT Contact: Hylton Fothergill at hfothergill@azot.gov or 602-364 3706.

National Tour Association (NTA) Marketplace
Date: November 2-6, 2007
Location: Kansas City
Participants: Participation is limited to NTA members. Visit www.ntaonline.com for additional
information and to register.
Cost: $1,060
Audience: North American tour operators
Program Summary: This annual conference is one of the largest North American tour operator
shows in the U.S. 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. In FY08 AOT will coordinate advertising for the Arizona tab page in the NTA
Profile Form Notebook that is distributed to all tour operators attending the Convention. This is an
opportunity for NTA members only to advertise cooperatively on this page at a cost of approximately
$400 for a ¼ page ad.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov, or 602-364-3693

World Travel Market
Date: November 12-15, 2007
Location: London, UK
Participants: Participation is open to CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $1,500 for suppliers or $2,000 for DMOs; $500 for a second delegate from the same

21

Programs
Trade Shows and Sales Missions and Media Missions (Con’t.)

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 2006, 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 at jmieler@azot.gov or 602-364-3697 or Hylton Fothergill at hfothergill@
azot.gov or 602-364-3706

trade 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 host an annual
“Arizona Night” at a hockey game in one of AOT’s key markets in Canada. Tour operators and
travel agents are invited to learn more about Arizona and get a ticket to the hottest game in
town. The event has been a resounding success since it debuted two years ago in Toronto.
AOT will hold an event in Edmonton when the Oilers play the Phoenix Coyotes.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693
San Francisco Media Event
Date: TBD – January 2008
Location: TBD – San Francisco Venue
Participants: Maricopa County CVBs and their members
Cost: TBD
Audience: San Francisco and national travel, trade, lifestyle and culinary media – print,
broadcast and online.
Program Summary: Each year, the Greater Phoenix CVB organizes a media event in San
Francisco as part of the Proposition 302 program, which markets Maricopa County. The media
event attracts Bay Area travel writers to learn more about Maricopa County destinations and all
of Arizona and the timing of the event is usually to promote a Spring Training message.
AOT Contact: Jacki Mieler at jmieler@azot.gov or 602-364-3697

Travel Media Showcase
Date: November 27-30, 2007
Location: Palm Springs, California
Participants: Participation is open to anyone in the tourism industry. Visit www.travelmediashowcase.
com for additional information and to register.
Cost: $2,095 plus travel costs
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 one-on-one, at a single location, for the purpose of exchanging
information and developing personal contacts. The show is based around pre-scheduled
appointments, which means that participants are guaranteed to meet with most of the media that
they want to pitch.
AOT Contact: Jacki Mieler at jmieler@azot.gov or 602-364-3697

Canada Sales Mission
Date: January 14-18, 2008
Location: Toronto, Montreal and Ottawa, Canada
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $1,000 per supplier or $1,500 per DMO, plus travel expenses
Program Summary: Top-producing Canadian travel agents are invited to attend an “Arizona”
event that features oral and video presentations, a trade show, food and entertainment.
Approximately 80-150 travel agents and tour operators attend in each city. Individual sales
calls and staff trainings at large agencies and tour operators will be coordinated. In addition,
AOT will plan an exclusive dinner event for key clients. There may be opportunity for brochure
distribution.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693.

Arizona Night Hockey Game
Date: TBD – contingent upon NHL schedule due out at end of summer
Location: Edmonton, AB
Participants: Participation is open to Arizona CVBs, Chambers and DMOs only.
Cost: TBD
Audience: Canadian tour operators and travel agents
Program Summary: AOT has had trade representation in Canada since 1995, and has worked
diligently to increase awareness of and visitation to Arizona from this valuable market. The travel

22

Programs
Trade Shows and Sales Missions and Media Missions (Con’t.)

Star-Telegram Vacation & Cruise Show – US Airways Travel Agent Event
Date: TBD- January 2008
Location: Dallas/Ft. Worth, TX
Participants: Though it is possible for anyone to participate in the Star-Telegram show, this particular
event package has been put together by US Airways.
Cost: Approximately $700
Program Summary: The Star-Telegram is a one-day consumer travel show attended by thousands
of North Texas travelers who visit the show to find more information about leisure, adventure,
recreation, and international travel. This premiere travel event, produced by the Star-Telegram
will attract families, couples, singles, and groups. Attendees may actually book trips at the show.
Sponsors also receive cooperative advertorial space in the paper promoting the show. In addition,
US Airways plans an exclusive and interactive event for their top 50-60 travel agents and package
travel partners. This project offers the opportunity for AOT to reach an important short-haul travel
market.
AOT Contact: Kristy Swanson at kswanson@azot.gov or 602-364-3696.

more information and to register.
Cost: $1,195 – early booking discounts may apply
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 and 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 at hfothergill@azot.gov, 602-364-3706
Go West Summit
Date: January 20 - 25, 2008
Location: Colorado Springs, Colorado
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 at hfothergill@azot.gov or 602-364-3706
American Bus Association (ABA) Marketplace
Date: February 2-7, 2008
Location: Virginia Beach, VA
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 another major domestic, North American tour
operator tradeshow in the U.S. and moves 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.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693

Mexico Sales Mission
Dates: February 25 – 29, 2008
Location: Exact cities to be determined, but will include: Chihuahua and Culiacan and plus the
possibility of one more city.
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: TBD
Audience: Mexican travel agents and tour operators
Program Summary: AOT will conduct a week long sales mission to Mexico targeting Chihuahua,
Culiacan, Los Mochis and / or Cuidad Juarez. The mission will be comprised of product meetings
and destination training sessions at the offices of key tour operators, followed by Arizona-themed
social functions for area travel agents and travel professionals. The purpose of the Mission is
to help maintain a strong presence and increase Arizona awareness in this very important and
competitive market.
AOT Contact: Mary Rittmann at mrittmann@azot.gov or 602-364-3730
NAJ Summit
Date: TBD - January or February 2008
Location: Los Angeles, CA
Participants: Participation is open to anyone in the tourism industry. Visit www.najsummitt.com for

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Programs
Trade Shows and Sales Missions and Media Missions (Con’t.)

AAA- California Sales Mission
Date: February 11-15, 2008
Location: Southern California
Participants: Participation is limited to eight DMO partners. Please contact Kathrine Blomquist at
the Tempe CVB (Kathrine@tempecvb.com) or Jerry Thull with the Flagstaff CVB (jthull@ci.flagstaff.
az.us) for more information.
Cost: Travel expenses and shared cost of luncheon at Costa Mesa call center.
Audience: Southern California AAA travel agents and auto travel representatives
Program Summary: Southern California is an important drive market for Arizona and AAA Southern
California has over 70 offices serving over six million members. Reaching this market in February
allows us to promote Spring Training, ideal weather statewide and summer drive vacation planning.
Arizona delegates will host a lunch and trade show at AAA Call Center in Costa Mesa followed by
sales calls to and staff destination training in the individual offices.
AOT Contact: Kristy Swanson at kswanson@azot.gov or 602-364-3696.

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 oneon-one appointments with leading Mexican wholesalers and tour operators and an optional See
America Media Day (additional cost) which is co-sponsored by the Travel Industry Association
of America.
AOT Contact: Mary Rittmann at mrittmann@azot.gov or 602-364-3730
Travel Media Association of Canada (TMAC) Media Marketplace
Date: February 14-18, 2008
Location: Halifax, Novia Scotia
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 prescheduled one-on-one 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 at jmieler@azot.gov or 602-364-3697

TIA See America Media Marketplace – Mexico City
Date: February 11-14, 2008
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 above) on February 12. The media marketplace attracts
more than 40 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 on February 14 to share the Arizona message.
AOT Contact: Jacki Mieler at jmieler@azot.gov or 602-364-3697

Vancouver Golf & Travel Show
Date: February 16-17, 2008
Location: Vancouver, British Columbia, Canada
Participants: Participation is open to anyone in the golf industry. Visit www.vancouvergolfshow.
com for more information.
Cost: CDN $1,395 plus taxes per 10’ x 10’ booth. Opportunities to booth share with AOT are
available at a cost of approximately $750 US per partner.
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 at jsutcliffe@azot.gov or 602-364-3693

Expo Vacaciones
Date: February 12-14, 2008
Location: Mexico City, Mexico
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $500 per supplier or $750 per DMO, plus travel expenses
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

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Programs
Trade Shows and Sales Missions and Media Missions (Con’t.)

Internationale Tourismus Boerse
Date: March 5 - 9, 2008
Location: Berlin, Germany
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $1,500 for suppliers or $2,000 for DMOs, $500 for the 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 tour operators and travel agents
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 at jmieler@azot.gov or 602-364-3697 or Hylton Fothergill at hfothergill@
azot.gov or 602-364-3706

Participants: Participation is open to anyone in the tourism industry. Visit www.torontogolfshow.
com/spring/index.asp for more information.
Cost: $1,425 for a 10’ x 10’ booth, $2,565 for a 10’ x 20’booth
Audience: Canadian consumers
Program Summary: This is North America’s largest consumer golf show. Now in its 19th year,
the Toronto Star Golf & Travel Show attracts 35,000 golf enthusiasts including consumers and
some tour operators. Opportunities to share a booth will be available through the Arizona Office
of Tourism at a cost of $750, plus travel expenses. Brochure distribution will also be available
at a cost of $200, plus shipping.
AOT Contact: Jennifer Sutcliffe at jsutcliffe@azot.gov or 602-364-3693
NTA Spring Meet
Date: April 2-4, 2008
Location: Mohegan Sun, CT
Participants: Participation is limited to event sponsors (who must be NTA members)
Cost: Varies per sponsorship
Audience: North American tour operators
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. Suppliers may attend as sponsors.
AOT Contact: Jennifer Sutcliffe, jsutcliffe@azot.gov or 602-364-3693

French Media and Trade Sales Mission
Date: March 10 - 12, 2008
Location: Paris, France
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $1000 per supplier or $1500 per DMO, plus travel expenses
Audience: French travel media and travel trade professionals
Program Summary: AOT began working in the French market in FY06 by attending a media
and trade event in conjunction with other Arizona tourism suppliers. Based on the increasing
importance of the French market, AOT will continue these efforts in FY08. The media and trade
event will be repeated and complemented with media and trade appointments in Paris.
AOT Contact: Jacki Mieler at jmieler@azot.gov or 602-364-3697 or Hylton Fothergill at hfothergill@
azot.gov or 602-364-3706

Germany Sales Mission
Date: April 7 -11, 2008
Location: Frankfurt, Hamburg, Düsseldorf, and Munich
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: $1,000 per supplier, $1,500 per DMO, plus travel expenses
Audience: German travel trade
Program Summary: Germany is one of Arizona’s primary sources for international visitors. To
maintain this strong market presence, AOT will carry out a week long sales mission, comprised
of product meetings and training sessions with key tour operators followed by Arizona themed
evening functions for area travel agents.
AOT Contact: Hylton Fothergill at hfothergill@azot.gov or 602-364-3706.

Toronto Golf & Travel Show
Date: TBD - March 2008
Location: Toronto, Ontario, Canada

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Programs
Trade Shows and Sales Missions and Media Missions (Con’t.)

Public Relations Society of America Travel & Tourism Conference
Date: May 2008
Location: TBD
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: Jacki Mieler at jmieler@azot.gov or 602-364-3697

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 at mrittmann@azot.gov or 602-364-3730
German Media Mission
Date: May 26-30, 2008
Location: Hamburg, Munich, Cologne/Dusseldorf
Participants: Participation is open to Arizona CVBs, Chambers and DMOs.
Cost: $900 plus travel costs
Audience: German Travel Media
Program Summary: AOT organizes alternating media missions to the UK and Germany every
other year. These media missions will be at the opposite time of the major trade shows in those
markets (WTM and ITB) and will target writers that do not typically attend the shows. The
format of the media mission will be one-on-one appointments with the media in addition to
small hosted meal functions. Participation is limited to three suppliers.
AOT Contact: Jacki Mieler at jmieler@azot.gov or 602-364-3697

Arizona Road Show in Mexico
Date: May 5-9, 2008
Location: Mexico City and Guadalajara, Mexico
Participants: Participation is open to Arizona CVBs, Chambers, DMOs, hotels and suppliers.
Cost: TBD
Audience: Media and travel trade professionals in Mexico City and Guadalajara
Program Summary: Beginning in FY07, AOT replaced their annual tradeshow, CVA, with an
Arizona-only sales mission to Mexico City and Guadalajara. This sales mission combines
destination seminars, one-on-one appointments and fun-filled activities that allow the trade and
media representatives in attendance to explore Arizona.
AOT Contact: Mary Rittmann at mrittmann@azot.gov or 602-364-3730 or Jacki Mieler at jmieler@
azot.gov or 602-364-3697

TIA’s International Pow Wow
Date: May 31 – June 4, 2008
Location: Las Vegas, NV
Participants: Participation is open to anyone in the tourism industry. Visit www.tia.org for more
information and to register.
Cost: Varies
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 250 travel journalists from more than 40 countries each year. AOT attends with
staff and international representatives conducting 20-minute, 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 at jmieler@azot.gov or 602-364-3697 or Hylton Fothergill at
hfothergill@azot.gov or 602-364-3706

ARLAG
Date: May 16, 2008
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
Program Summary: This annual 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

26

Programs
Native American Tourism 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 FY08 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 Los Angeles Media Marketplace. AOT will also explore
a cooperative marketing effort with New Mexico to host a shared booth at the 2008
International Pow Wow trade show in Las Vegas. In addition, AOT will again host a tribal
tourism representative at Go West Summit.
•

Target Cities: In FY08, AOT will include a visible component focused on the Native
American experience in its Target Cities campaign through a consumer event.
•

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.
•

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. The Arizona Tourism
University is the newest educational outreach program with two workshops; Economic
Impact of the Travel Industry in Arizona and Branding Arizona. These programs will be
developed and offered throughout FY08.
•

Familiarization Tours: The Native American experience will be integrated into FAM tours
planned for journalists and tour operators in FY08.
•

Ongoing Marketing Opportunities: Tribes are encouraged to participate in a variety
of AOT programs and resources throughout the year, including the E-Newsletter,
Target Cities campaign, In-state campaign, Official State Visitors Guide & Map, www.
ArizonaVacationValues.com and Calendar of Events.
•

For information on any Native American marketing opportunities, contact Dawn Melvin,
Native American Tourism Development Manager, (602)364-3707, dmelvin@azot.gov.

27

Cooperative Opportunities
Cooperative Opportunities 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
Traci Gomes at (602) 364-3699 or tgomes@azot.gov.

28

Database Marketing
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, please contact Traci Gomes at (602) 364-3699 or
tgomes@azot.gov.

29

Tourism Education
& Development
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. FY08
ACERT projects include:
AOT, in partnership with state and federal agencies, will
distribute the updated 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 and an online version.
•

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.

Visitor Services

the Official State Visitor Guides and Maps from AOT as an inkind service.

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 FY08
and the welcome center interpretative and creative displays
highlighting Arizona’s diversity and beauty will be incorporated
into the interior design. 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.

•

The Arizona Rural Community Assessment Program
(ARCAP) has traditionally provided an assessment to one
community each year, but in FY08 that will be expanded to
two communities. 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.

As part of the financial assistance received from the state
legislature and the expansion of the Phoenix Convention
Center, the Arizona Office of Tourism and the Greater Phoenix
Convention and Visitors Bureau are creating a new welcome/
information center in the Phoenix Convention Center. The
Center will be staffed by both Arizona Office of Tourism and
Phoenix Convention & Visitors Bureau personnel and will open
to visitors in FY08.
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. To ensure a high service quality level for
visitors the LVIC program conducts an annual evaluation of the
63 centers to certify the centers meet set operational standards
and provides suggestions to improve local visitor education
statewide. Centers that participate in the LVIC program receive

30

Welcome Center Brochure Distribution: Brochure distribution
is a vital part of the welcome and information center’s daily
operations. Communities, government agencies and tourism
related business are encouraged to participate by distributing
materials through the Painted Cliffs Welcome Center. For
welcome center brochure distribution policy, please visit
www.azot.gov.
To apply for designation as a Local Visitor Information Center,
contact Brian Lang, Visitor Services Manager, (602)364-3694,
blang@azot.gov.
Workshops
Grand Impressions Customer Service Workshops: These
workshops are conducted each spring in three regions. These
free one-day sessions are designed for front line tourism
professionals and visitor center staff. The training is specially
designed to increase the participants’ knowledge of the state
and its attractions as well as enhancing customer service skills.
FY08 dates and locations will be posted on www.azot.gov. For
more information, contact Brian Lang at (602) 364-3694 or
blang@azot.gov.
Arizona Tourism University: AOT will conduct free tourism
education workshops to assist Arizona’s communities and
tribal entities with their tourism development and marketing
programming efforts. The educational workshops will present
information on special tourism topics and provide opportunities
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. Below are the tourism workshop topics for FY08. For
dates and locations of workshops, see www.azot.gov or contact
Karen McClurg at (602) 364-3723 or kmcclurg@azot.gov.

•
•
•
•
•

Geotourism / Arizona Origins
How to asses your community’s assets
How to create an effective Web site
How to work with tour operators and travel agents
The value of public relations

Grants
Teamwork for Effective Arizona Marketing (TEAM):
Teamwork for Effective Arizona Marketing (TEAM) is 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 tourismrelated 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, and web based marketing. In addition
to in-state and nationwide consumer and trade publications,
international travel trade can now be reached in Canada and
Japan. The FY08 grant process began with the release of
the FY08 TEAM Guidelines in February 2007. Mandatory
workshops were held in mid February, applications due on
April 20, and awards for FY08 were announced in midJune. A TEAM workshop requires certification is required
for those who wish to submit an application. To receive
certification, one representative from each community or
organization must attend a TEAM workshop conducted by
AOT. The workshops are held free-of-charge throughout
the state. Workshop dates and locations are announced on
www.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 FY08, grant
awards will be available 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 inkind 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.
Information Center Enhancement Grant Program (ICE):
In order to help Local Visitor Information Centers (LVIC)
enhance and upgrade their facilities and services, AOT
introduced a direct grant program. In FY08, LVICs can
apply for a grant awards that may include upgrades in
signage, improved interpretation and display of information.
These upgrades will assist LVICs in achieving compliance
with AOT’s visitor services operational standards. A total of
$20,000 will be available through an application process.
For information on AOT’s grant programs, please visit the
grants section of www.azot.gov.

31

Tourism Education
& Development (Con’t.)

How to work with AOT
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 Kiva Couchon, Communications
Manager, kcouchon@azot.gov or call (602) 364-3724.

-

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.

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 Kiva Couchon, Communications
Manager, kcouchon@azot.gov or call (602) 364-3724.
Calendar of Events:
AOT maintains an online calendar of more than 4,000
special events on www.arizonaguide.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

32

Tourism Education
& Development (Con’t.)

Executive Office

Staff Directory

Mary-Ellen Kane
Procurement & Grant Specialist
P: 602-364-3709
mkane@azot.gov

Margie Emmermann
Director
P: 602-364-3717
memmermann@azot.gov

Accounting/Finance

Kelly Paisley
Deputy Director
P: 602-364-3704
kpaisley@azot.gov

Marcia West
Accounting Manager
P: 602-364-3714
mwest@azot.gov

Linda Yuhas
Assistant Deputy Director
P: 602-364-3718
lyuhas@azot.gov

Becky Gomez
Accounting Coordinator
P: 602-364-3713
bgomez@azot.gov

Laura French
Executive Projects Manager & Multicultural Rep
P: 602-364-3720
lfrench@azot.gov
Dawn Melvin
Native American Tourism Development Manager
P: 602-364-3707
dmelvin@azot.gov
Lois Enochs
Executive Assistant
P: 602-364-3717
lenochs@azot.gov

Advertising & Fulfillment
Casey Ambrose
Director of Advertising & Fulfillment
P: 602-364-3721
cambrose@azot.gov
Troy Thompson
Sr. Manager Interactive Marketing
P: 602-364-3722
tthompson@azot.gov
Anousone Muongpack
Web Content Manager
P: 602-364-3710
amuongpack@azot.gov

Administration
Claire Ferreira
Office Manager
P: 602-364-3715
cferreira@azot.gov

Traci Gomes
Advertising Manager
P: 602-364-3699
tgomes@azot.gov

33

Staff Directory
(Continued)

Toni Cress-Kooi
Creative Services Manager
P: 602-364-3726
tkooi@azot.gov

Loretta Belonio
Media Relations / Travel Industry Coordinator
P: 602-364-3725
lbelonio@azot.gov

Robin Jackalone
Fulfillment Manager
P: 602-364-3712
rjackalone@azot.gov

Tourism Education and Development
Mike Leyva
Director of Tourism Education & Development
P: 602-364-3723
mleyva@azot.gov

Elysia Labita
Advertising Coordinator
P: 602-364-3705
elabita@azot.gov

Media Relations/Communications

Karen McClurg
Tourism Education & Development Manager
P: 602-364-3708
kmcclurg@azot.gov

Jacki Mieler
Director of Media Relations & Communications
P: 602-364-3697
jmieler@azot.gov

Brian Lang
Visitor Services Manager
P: 602-364-3694
blang@azot.gov

Marjorie Magnusson
Public Relations Manager
P: 602-364-3695
mmagnusson@azot.gov

Glenn Schlottman
Tourism Education & Development Specialist
P: 602-364-3727
gschlottman@azot.gov

Kiva Couchon
Communications Manager
P: 602-364-3724
kcouchon@azot.gov

Sarah Martins
Travel Counselor / Receptionist
P: 602-364-3687
smartins@azot.gov

Erica Rich
Media Relations Manager
P: 602-364-3698
erich@azot.gov

34

Travel Industry Marketing

Staff Directory
(Continued)

Mary Rittmann
Director of Travel Industry Marketing
P: 602-364-3730
mrittmann@azot.gov
Jennifer Sutcliffe
Travel Industry Marketing Manager
P: 602-364-3693
jsutcliffe@azot.gov
Hylton Fothergill
Travel Industry Marketing Manager
P: 602-364-3706
hfothergill@azot.gov
Kristy Swanson
Travel Industry Marketing Specialist
P: 602-364-3696
kswanson@azot.gov
Loretta Belonio
Media Relations / Travel Industry Coordinator
P: 602-364-3725
lbelonio@azot.gov

Research and Strategic Planning
AnnDee Johnson
Director of Research & Strategic Planning
P: 602-364-3719
ajohnson@azot.gov
Melissa Elkins
Research Manager
P: 602-364-3716
melkins@azot.gov

35

Beth Billings
Reasearch Specialist
P: 602-364-3689
bbillings@azot.gov

Painted Cliffs Welcome Center
Sherry Blackgoat
Supervisor - Painted Cliffs Welcome Center
P: 928-688-2448
sblackgoat@azot.gov
Roxanne Gustine
Travel Counselor - Painted Cliffs Welcome Center
P: 928-688-2448
rgustine@azot.gov
Ernestine James
Travel Counselor - Painted Cliffs Welcome Center
P: 928-688-2448
ejames@azot.gov