New Yorkers now have the opportunity to experience life without boundaries with the October 6th launch of American Airlines’ daily nonstop service to and from New York City’s JFK Airport. This flight not only opens up nonstop service to Tucson’s largest feeder market for leisure travel, but also creates one-stop travel to and from numerous international destinations, as well as for cities across the northeast United States.
Strategy and Tactics
To reach travelers in New York, Visit Tucson executed a hightouch, high-tech campaign to market the JFK to TUS flight. With NY being the most expensive and noisiest media market, we have strategically deployed digital advertising to reach and influence targeted audiences. In addition, we launched a high-touch component with a four-week “experiential” brand activation at New York JFK’s Terminal 8 that allowed Tucson to cut through the clutter in a much more meaningful way.
With this new nonstop service, the ease of getting into Tucson opens up real opportunities to generate greater visitor demand from New York and to impact all of our target market segments – domestic and international, leisure and business travel.
|HIGH TOUCH – THE POWER OF CONNECTION|
In the weeks leading up to the inaugural flight to Tucson, Visit Tucson created a high-impact activation inside JFK to make a positive and lasting impression on New Yorkers. To offset the negative effects of flight delays, missed connections and long layovers, Visit Tucson showed travelers how easy it is for them to get away from it all – to relax, rejuvenate, reconnect, renew – and to get a taste of what it means to be “on Top of the World” and to “Free Yourself.”
Staging a health and wellness theme, Visit Tucson’s space included a video board displaying our destination through inspirational and captivating video, on-site yoga and meditation instruction, Miraval’s proprietary Naga-Thai massage, spin cycling and food samplings. As Tucson is gaining recognition for its cuisine, potential visitors were given an opportunity to preview what they could expect here. Casino Del Sol’s Executive Sous Chef Sergio Rocha and property mixologist Aaron DeFeo developed a menu inspired by the flavors of the Sonoran Desert, including a “Tucson Trio” of tacos for the JFK Terminal 8 location of Bobby Van’s, a legendary New York City steakhouse.
Manned by knowledgeable, trained brand ambassadors, yoga instructors, meditative specialists and passionate tourism industry partners who interacted with travelers, handed out collateral and offered unique, quality Tucson-branded gifts and prizes, the campaign’s objective was to make a lasting connection with travelers about our offbeat city.
|HIGH TOUCH – DIGITAL CAMPAIGN|
Visit Tucson is sponsoring WiFi inside JFK to air passengers wanting a free internet connection. Those travelers who accept the offer watch a captivating Top of the World in Tucson video and are encouraged to visit MyTucsonMoment.com to enter to win a Tucson getaway.
Visit Tucson is also conducting a three-month digital banner campaign targeting travelers in the New York metro area who are actively searching airfare and hotels in Phoenix, Scottsdale, Palm Springs and Tucson to drive traffic to the MyTucsonMoment.com landing pages. Since the launch of this campaign, more than 19,000 views have been generated at MyTucsonMoment.com.
Facebook and Youtube
Users of Facebook and YouTube who reside in the New York area and fly American Airlines will be targeted with a link to one of our marketing videos. Those who watch the video will be retargeted with digital ad banners promoting the flight.
If you need ideas on how to entertain visiting family and friends or you simply want to explore Tucson and Southern Arizona, please go to VisitTucson.org or stop by Visit Tucson’s shared visitor center with the University of Arizona located at 811 N. Euclid Ave, on the northwest corner of Euclid Ave. and University Blvd.
Visit Tucson is a 501c6, nonprofit organization charged with bringing visitors and visitor spending to our region. Visit Tucson Tourism Update is an advertisement produced by Visit Tucson and paid via the organization’s private-sector funds.