Case Study: Arizona Office of Tourism drives record visitor spending with Off Madison Ave

Arizona Office of Tourism drives $4.4B in revenue with Off Madison Ave

The Arizona Office of Tourism partnered with Off Madison Ave to address the challenge of positioning the state as a meaningful destination for modern travelers seeking connection and well-being, rather than just a fun trip.

Off Madison Ave launched the "Here You Are" campaign, targeting high-value traveler personas with tailored messaging based on their specific passions. This strategic approach, combined with a layered media strategy, drove record results including $4.4 billion in overall revenue and a $579 return in visitor spending for every dollar of ad spend. The campaign also significantly increased awareness and generated millions in tax revenue for the state.

Arizona Office of Tourism

Jamie D.

Director of Advertising, Arizona Office of Tourism