SEN showing Australia a different side of Arizona
Linkd Tourism collaborated with the Arizona Office of Tourism to craft an integrated consumer marketing campaign, highlighting Arizona as a must-visit destination for Australian sports enthusiasts.
For the first time in history, an official NHL (ice hockey) game was played in the Southern Hemisphere. The game featured the Arizona Coyotes and LA Kings. Leveraging this historic moment, we aimed to develop a partnership to showcase Arizona as a must-visit sporting destination, increasing consideration among sports-loving Australians.
Australians primarily associate Arizona with the Grand Canyon; however, there is a growing motivation among people to fulfill not only their bucket lists but also their holiday interests, including sports.
There has been a 39% increase in Australians’ interest in American sports over the last five years
What we did
- Collaborated with a leading sports radio station and Australian publisher, Sports Entertainment Network, to create a campaign promoting Arizona as a premium sports destination.
- Recruited sports personality Ben Graham, currently an Australian SEN presenter and formerly an AFL Geelong Football Club and NFL Arizona Cardinals player, who lived in Arizona for five years. Ben appeared on several shows, conducting on-air interviews to highlight the sports and outdoor experiences across the state.
- Worked with SEN to localise Arizona Office of Tourism creative and content for the Australian market. The campaign ran across print, social media, online and radio. The campaign launched to coincide with the NHL game in Melbourne but ran for two weeks during the Grand Final Season, maximising reach for booked radio spots during the most critical sporting moment in Australia and when audiences were the most primed for sports content.
- Launched a competition for sports lovers to win the “Ultimate Sports Holiday” in conjunction with United Airlines, who assisted in supplying the competition winners. The winner was selected and interviewed on air on Grand Final Day.
Six energetic and informative on-air interviews were conducted with ambassador Ben Graham to increase consideration of Arizona as a destination for a sports holiday and share his favourite experiences across the state. A member of the Arizona Office of Tourism was invited on air and interviewed during the campaign.
Delivered 7,770+ spots (compared to the booked 2,400) to heighten awareness of Arizona as a destination for a sports holiday.
The campaign is estimated to have reached 2.4 million sports-loving Australians during a peak moment in the Australian sporting calendar with 2,100 entrants to the competition to win a holiday.