Scottsdale unveils new ad campaign targeting colder cities

With the Waste Management Phoenix Open, the Super Bowl and the Pro Bowl coming up in the Valley, Scottsdale is trying to use the national attention that the Valley is getting to its advantage.

“With all eyes on Scottsdale next week, we have a great opportunity to showcase our destination and our incredible weather,” said Rachel Pearson, vice president of community and government affairs with the Scottsdale Convention and Visitor’s Bureau.

So the bureau is blitzing cold weather cities with an advertising campaign called “Warm Up to Scottsdale.” The campaign will feature desert pictures, images of Valley resorts and more.

“People in Chicago, New York, and throughout Canada are going to see Scottsdale,” said Pearson. “(The advertising will be) wrapped around their commuter trains, they’re going to see us on TV, through commercials, at some of their airports at the baggage claim areas, in subway stations, online, in print. Anywhere they look, anywhere they go, they’re going to see Scottsdale.”

Pearson said that similar ads will appear in Denver and San Francisco as we get closer to spring training in March.

She said that the goal is get people to come to Scottsdale from January through April, which is a crucial time period to the local tourism community in the city. Pearson said that during those four months, visitors generate more than 50 percent of bed-tax revenue for the city.

Pearson would not say how much money was spent on the advertising campaign.