Prescott tourism and economic development adopt unified ‘‘Prescott Bold’’ campaign visuals

Prescott tourism staff presented a creative refresh titled ‘‘Prescott Bold’’ that will unify advertising for both tourism and economic development, staff said, showing draft copy and sample visuals.

‘‘Prescott isn't for the passive, it's for the restless, the bold, the ones craving something more,’’ a tourism staff member read from the campaign manifesto. The office said the visual style emphasizes mid-motion photography and first-person perspectives and that economic development and tourism ads will share colors, fonts and imagery to increase consistency and reach.

The tourism office said the advertising will be digital and print, focusing on markets within roughly a 90-mile radius and extending outward where appropriate. Staff said new content will be produced in September and that committee members can expect to see final creative later this fall.

The tourism presenter said Heart & Soul, a vendor used since 2021, handled the creative refresh under a cooperative contract that allowed the city to leverage state purchasing for marketing services. The presenter described the approach as a coordinated effort so ‘‘every ad dollar will stretch a little further and every image will look similar.’’

Committee members asked about language accuracy for historical claims; a member suggested using the correct local age figure for the city when referencing ‘‘hundred years plus.’’ Staff acknowledged the correction and said the new content shoot will provide updated images for future meetings.

The tourism office said the same $12,000 platform that built the Prescott Whiskey Trail can support other passport-style promotions such as restaurant week, and staff described potential future products such as a coffee passport or interactive history hunts.