I pitched and won the business, directed the rebrand, the website and ad campaign, presented the work on stage to 650 people, then consulted with the client's in-house creative team to extend the campaign executions over time.
Scottsdale, Arizona needed to get its mojo back. Worried that travelers no longer found appeal in its distinctive desert setting, Scottsdale’s marketing efforts had turned apologetic and often disingenuous. The brand had further overcompensated by expanding its focus wide enough to encompass a “something for everyone” attitude. And that attitude, of course, really says nothing at all.
Refocus the Scottsdale brand on three proven brand attributes: a stirring beauty, an indulgent getaway and the desert experience. Introduce the new Scottsdale brand to the world by expressing what the new brand position of effortless revitalization actually feels like.
A new brand identity, rooted in extensive audience research. An invitation to travelers to Come see what blooms in the desert. A new website to give Scottsdale travelers a double shot of inspiration and information, in a way that feels as effortlessly revitalizing as the rest of the brand. An ad campaign designed to change people’s misperceptions about the Scottsdale desert by confidently reclaiming them, while turning them on their heads.
$229 million direct economic impact from the campaign’s first year
857, 297 trips to Scottsdale directly attributable to the campaign
Creative Director: Alexandra Fuller
Account Director: Machel Devin
Producers: Heather Holt-Lister, Craig Steiner
Brand Strategist: Jennifer Hughes
Brand Design Director: Matt Manes
Campaign Creative Director: Scott Sorenson
Writer: Matt Reschke
Art Director: Chris George
Interactive Design Director: Abe Levin
UX Designer: Sarah Higgins
Interactive Designers: Joanna Papaleo, Nadya Bratt
Video Production Partner: Variable
Video Director: Lloyd Lee Choi
Photographer: Joey L.