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