Bureau draws need-time visitation with holiday campaign

Resort packages, dining and activity deals, and signature events entice visitors looking for sun in November and December

ScottsdaleHolidayExperience.com

SCOTTSDALE, Ariz. (Oct. 14, 2014) – The Scottsdale Convention & Visitors Bureau launched the third year of its holiday campaign, an effort to increase hotel occupancy from Nov. 21 through Jan. 9, a need-time period for the local tourism industry.

This year, the campaign is targeted at adults 35-54 years old from target markets – including Chicago, New York, Los Angeles, Denver, San Francisco and Canada – who may not have traditional holiday plans and are looking for a warm-weather destination where they can enjoy holiday activities with a Sonoran Desert twist.

New to the campaign this year is the use of third-party research that will allow the bureau to reach visitors with a propensity to travel to Scottsdale in emerging markets such as Seattle, Boston, Dallas and Philadelphia.

“With the additional research we’ve done over the past few years to target Scottsdale’s ideal visitor, we hope to move the needle even more on holiday visitation,” said Caroline Stoeckel, vice president of marketing at the bureau. “Last year, we were told that one of our member hotel properties saw a $10,000 gain in room revenue simply from their involvement in this holiday campaign. We know that it is making a difference.”

Playing off of four popular holiday jingles, including “The Weather Outside is Delightful,” “Baby It’s Warm Outside,” “Let It Glow,” and “Hiking in a Winter Wonderland,” the campaign uses the surreal desert images of the bureau’s brand campaign to highlight Scottsdale’s warm holiday season. Resort packages, activity and dining offers, as well as Scottsdale holiday events can be found on ScottsdaleHolidayExperience.com and will be promoted through online marketing, direct mail, email and print.

This is the third year of this campaign to increase holiday visitation in Scottsdale. Last year, the campaign resulted in over 56,000 page views and garnered over 8 million impressions. Since the launch of the holiday campaign in 2012, Scottsdale hotels and resorts have experienced a 7.2 percent increase in occupancy during the November/December time frame.

About the Scottsdale Convention & Visitors Bureau:

The Scottsdale Convention & Visitors Bureau is responsible for marketing Scottsdale as a premier travel destination to national and international target audiences, including meeting planners, travel agents, tour operators, and individual tourists.

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MEDIA CONTACT:

Megan Doyle, Community Affairs Manager 480-889-2704, mdoyle@scottsdalecvb.com

Rachel Pearson, ABC, Vice President of Community & Government Affairs 480-429-2259, rpearson@scottsdalecvb.com

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