Post by Logan on Jul 9, 2016 7:29:43 GMT -6
$250,000 branding effort says Arizona 'offers a fantastic lifestyle'
Natural beauty, a laid-back lifestyle, friendly people and professional opportunities are Arizona’s top selling points, according to research by a consultant hired to help reshape the state’s image.
The initial findings by Heasley & Partners, which received a $250,000 state contract to come up with a message to rebrand the state, offer few ground-breaking revelations. The contract included research, surveying visitors and local residents, focus groups, workshops and development of an ad.
Once seen as just a place to retire, out-of-towners and residents see Arizona’s lifestyle as “unbeatable” — in part because of the climate, commutes to work, and lower cost of living.
They also cited sunsets, diversity, the Grand Canyon, the outdoors, art, diversity and an “enterprising and innovative spirit,” according to the survey.
The responses will be the basis of an advertising campaign initiated by the Arizona Commerce Authority to promote tourism and convince companies to expand or relocate in Arizona, said Daniel Scarpinato, Ducey’s spokesman.
Read more: www.azcentral.com/story/news/politics/politicalinsider/2016/07/08/insider-250000-branding-study-says-arizona-offers-fantastic-lifestyle/86831780/
While it is nice to promote the good things about Arizona to create new businesses and encourage tourism, there is also the question as to whether the money could be put to better use to resolve some of the problems that exist within the state such as child welfare services and better ballot access to voters in elections. The governor gets most of the benefit from the positive results of the marketing campaign while the average citizen languishes.
Natural beauty, a laid-back lifestyle, friendly people and professional opportunities are Arizona’s top selling points, according to research by a consultant hired to help reshape the state’s image.
The initial findings by Heasley & Partners, which received a $250,000 state contract to come up with a message to rebrand the state, offer few ground-breaking revelations. The contract included research, surveying visitors and local residents, focus groups, workshops and development of an ad.
Once seen as just a place to retire, out-of-towners and residents see Arizona’s lifestyle as “unbeatable” — in part because of the climate, commutes to work, and lower cost of living.
They also cited sunsets, diversity, the Grand Canyon, the outdoors, art, diversity and an “enterprising and innovative spirit,” according to the survey.
The responses will be the basis of an advertising campaign initiated by the Arizona Commerce Authority to promote tourism and convince companies to expand or relocate in Arizona, said Daniel Scarpinato, Ducey’s spokesman.
Read more: www.azcentral.com/story/news/politics/politicalinsider/2016/07/08/insider-250000-branding-study-says-arizona-offers-fantastic-lifestyle/86831780/
While it is nice to promote the good things about Arizona to create new businesses and encourage tourism, there is also the question as to whether the money could be put to better use to resolve some of the problems that exist within the state such as child welfare services and better ballot access to voters in elections. The governor gets most of the benefit from the positive results of the marketing campaign while the average citizen languishes.