City tourism staff presented a campaign refresh developed with Heart and Soul that will unify advertising for tourism and economic development under the name Prescott Bold. Staff described a shared visual style, color palette and language intended to allow advertising dollars to stretch across departments and create a consistent look for all ads referring to Prescott.
Staff read a campaign manifesto to the committee and showed sample ad concepts and a visual direction described as “mid motion, peak, mid emotion” imagery from a first‑person perspective. The creative direction includes action‑oriented headlines such as “Bold adventure,” “Cheers to the bold,” and “For those who never settle.”
Staff said Heart and Soul has worked with the city since 2021, their contract gives the city access to additional creative services through a cooperative state contract, and the tourism office will use the same creative for FY26 digital and print buys. Staff said two ad placements have already been produced for Grand Canyon Journal and the Arizona Drive Guide and that new video and photography shoots are scheduled in September for additional content.
Committee members asked about copy details and timeline. A committee member suggested the “hundred years plus” line be corrected to a specific number (staff agreed to confirm and correct for print). Staff said new creative may appear at the November meeting after fall content production and that the campaign will support other initiatives such as conference promotion and airport outreach.
No formal action was taken; the item was a briefing on creative direction and production plans.