Experience Scottsdale debuts new commercial adding to allure of call to the desert
Staff Reports | Digital Free Press
Scottsdale is calling. Will visitors answer?
That’s Experience Scottsdale’s aim with its new television commercial, “Scottsdale is Calling,” which debuted last month and is now airing nationwide on streaming television.
The commercial is Experience Scottsdale’s call for potential visitors to break away from the mundane and instead immerse themselves in the transformative experiences of a Scottsdale vacation. It delves into one woman’s psyche as she yearns to escape an office job in a world drained of color. Her vivid imagination sweeps her into the colorful, vibrant landscapes of Scottsdale.
Each scene showcases experiences unique to Scottsdale that emphasize the city’s blend of luxury and Western culture.
“Scottsdale is Calling” strives to elevate Scottsdale’s image among potential travelers by focusing on the city’s distinct activities and attractions, from the serenity of a spa treatment to the joy of exploring Old Town Scottsdale. Throughout her 90-second daydream, the protagonist gives audiences a glimpse of Scottsdale’s arts and culture, dining, golf, nightlife, and outdoor adventures.
The concept was developed following an advertising effectiveness study conducted by Longwoods International and commissioned by the city of Scottsdale.
Longwoods International determined Experience Scottsdale’s promotions were highly effective at improving Scottsdale’s image, with significant recall among consumers and a strong return on investment for the city, generating $116 in visitor spending and $4 in local taxes for every $1 spent on advertising.
Visitors viewed Scottsdale favorably compared to competitive destinations like Las Vegas, Miami and Palm Springs, though Longwoods International determined there were opportunities to better position Scottsdale as a fun, must-see destination with a great downtown and unique sightseeing.
With “Scottsdale is Calling,” Experience Scottsdale directly addresses those opportunities, as well as other traveler motivators. As part of the development process, Experience Scottsdale also consulted with North American meeting planners who compose the organization’s Customer Advisory Board on the experiences that separate Scottsdale from competitors for meetings business. Traditionally, nearly half of all occupancy and revenue at Scottsdale-area resorts and upper-moderate hotels come from meetings, conferences and events.
Scenes from the commercial will appear in Experience Scottsdale’s social media and digital advertising, and in the organization’s future large-scale, out-of-home takeover campaigns. Past campaigns have been deployed in top markets like New York City, Chicago and Toronto in recent years.
“Scottsdale is Calling” also will appear on all long-haul British Airways flights throughout the month of August. The United Kingdom is one of Scottsdale’s top markets for international visitors, with British Airways offering two non-stop daily flights between Phoenix Sky Harbor International Airport and London Heathrow Airport.
“Scottsdale is Calling” joins Experience Scottsdale’s roster of commercials: “Extraordinary Moments, Lifelong Memories,” which showcases one couple’s lifetime of memorable Scottsdale vacations; “Let’s Get Together,” which features Scottsdale’s unexpected experiences; and a dedicated golf commercial. Experience Scottsdale will rotate all four commercials in the coming months on streaming TV.
Connected television’s year-over-year growth outpaces any other advertising medium, and streaming ads have the highest recall of any advertising method.
