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Sedona tests educational ads and geolocation pilots to steer summer visitors
Summary
The DMO described experiments using Arizona Office of Tourism funds, paid search, geotargeted display (Azure/DataFi) and AllTrails landing pages intended to provide stewardship messaging to likely visitors and encourage shuttle use without inspiring new visitation.
Staff presented results from spring pilots that used co‑funding from the Arizona Office of Tourism Rural Co‑op Program to test “always‑on” educational messaging and hyper‑targeted digital advertising.
The DMO said AOT provided $50,000 and the DMO matched 50% of eligible activity as part of the rural co‑op program. Using that funding, staff piloted paid search, attribution‑based display advertising and geo‑targeted campaigns run through vendors including Madden Media, DVA, Azure (a vendor like DataFi) and DataFi…
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