Case Study: Arizona Office of Tourism achieves longer stays and increased bookings with Sojern

Arizona Office of Tourism - Customer Case Study

The Arizona Office of Tourism sought to capitalize on the state’s popularity for Spring Training by encouraging visitors to stay longer and explore beyond the ballparks. Their challenge was twofold: reach travelers who were still planning trips to influence length of stay, and engage fans who had already booked travel to drive them to a microsite with activities and points of interest.

Partnering with Sojern, they ran a two-tiered Spring Training campaign that targeted planners and booked travelers and funneled traffic to discoverazspringtraining.com. The effort drove over 52,000 unique site visitors (84% new), helped generate 9,000 flights and 4,000 hotel bookings in the Phoenix area, increased travel searches by 23% and bookings by 26% versus unexposed travelers, and lifted average stays to 5.4 nights versus the 4.4-night Phoenix average.

Arizona Office of Tourism

Karen Cahn

Director of Advertising