campaign strategy

Campaign Objectives

The Absolutely Scottsdale advertising campaign’s primary objective is to evoke emotion and inspire consumers to visit.

Campaign Goals

  1. Raise awareness by breaking through the clutter to grab attention and pique interest.
  2. Revitalize the Scottsdale brand by challenging old perceptions and showing vitality and sense of place.
  3. Represent new brand positioning by conveying the feeling of Effortless Revitalization.
  4. Portray new brand personality as a confident, authentic destination.
  5. Redefine perceptions of the desert by owning it, embracing it, and showing its appeal.
  6. Attract a broader audience by showing what the promise of Effortless Revitalization can look like for all of our audience segments.

The Idea
They say: The desert is hot. It’s desolate. It’s rough and dangerous and wild.
We say: It is. Absolutely. And it’s exactly what you need right now.

The campaign’s short, declarative headlines grab consumers’ attention and make them pause. And with a bold tagline, Experience Scottsdale is spinning these perceived negatives into positives.

The desert is hot.
Absolutely blazing.

The desert is wild.
Absolutely dangerous.

The desert is hot.
Absolutely igniting.

The desert is wild.
Absolutely untamed.

The desert is hot.
Absolutely scorching.

The desert is wild.
Absolutely spontaneous.

Absolutely Scottsdale

The campaign’s imagery is genuine and approachable without losing a sense of aspiration. Audiences will imagine themselves in the active, diverse group settings shown in the ads.

The campaign design is built to last and span multiple seasons. While the photography shows the unmistakable beauty of Scottsdale’s desert, the design is just as distinctive. Type, color, art direction and layout come together for an iconic campaign.


Behind-the-scenes video


Behind-the-scenes photos
behind the scene