Scottsdale

Scottsdale, Arizona needed to get its mojo back. Worried that travelers no longer found appeal in its distinctive desert setting, Scottsdale’s marketing efforts had turned apologetic and often disingenuous. The brand had further overcompensated by expanding its focus wide enough to encompass a “something for everyone” attitude. And that attitude, of course, really says nothing at all.

Led by Alexandra Fuller, a new brand and ad campaign was designed to change people’s misperceptions about the Scottsdale desert by confidently reclaiming them, while turning them on their heads.

The results:

$229 million direct economic impact from the campaign’s first year

857, 297 trips to Scottsdale directly attributable to the campaign in the first year alone.