Beach? Try mountains: Scottsdale looking to lure Californians for vacation
Apr 19, 2016, 5:33 AM
(Scottsdale Convention and Visitors Bureau Photo)
PHOENIX — As the Phoenix area heats up for summer, a trip to the beach may sound attractive.
But the Scottsdale Convention and Visitors Bureau is trying to lure Los Angeles residents looking for a luxurious getaway to Arizona.
The bureau has posted a 10-story advertisement depicting a sun-baked couple on the side of the Mondrian Hotel Los Angeles on Sunset Boulevard, one of the city’s most famous streets.
“It shows one of our ads featuring a man and a woman in the pool in front of the Sonoran desert backdrop,” Stephanie Pressler, community affairs manager at the Scottsdale CVB, said.
The ad depicts Scottsdale as a desert oasis paradise. With the Valley just a quick trip from L.A., visitors can take advantage of heavily discounted deals without having to go far.
In addition to the enormous hotel-side ad, the Scottsdale CVB is giving L.A. residents the star treatment with a commercial teasing Scottsdale getaways in movie theaters.
“Because Los Angeles is such a movie driven market, we show our 30-second commercials in specific theaters in the area,” Pressler said. “It’s the only market we actually show our commercial in theaters just because it is such a movie-driven place.”
Pressler said the bureau expects about two million people to see the commercial and another 1.2 million will see the hotel ad during their commute.
“And because the ad space is not attached to a freeway, people are driving by at a slower pace and have more time to view our message,” she said.
In addition to the physical ad and the commercials, Scottsdale CVB launched SummerInScottsdale.com, a website featuring discounts and resort packages.
This is Scottsdale CVB’s second year of doing the large-scale advertisement. In the past, it has purchased billboard space and ran commercials. But securing the Mondrian Hotel location has been a real win for the bureau. Pressler said the location of their ad is highly coveted and they had to contract the space well in advance as they compete with film studios for
But securing the Mondrian Hotel location has been a real win for the bureau. Pressler said the location of their ad is highly coveted and they had to contract the space well in advance to compete with film studios.