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Sedona DMO rolls out $163,000 summer ad campaign with three new videos
Summary
Sedona's destination marketing organization launched a $163,000-plus summer advertising campaign centered on three creative videos for connected TV and social media, and discussed targeting, personas and next-year production timing.
The Scenic Sedona destination marketing organization presented results and creative for a summer advertising campaign launched May 15 that uses roughly $163,000 in paid media.
Staff said the campaign includes three videos — an “adventure” spot, a family spot and a sustainability spot — running on connected TV and social platforms, and that creative decisions reflected audience personas and seasonal accuracy.
The DMO said the campaign is targeted using marketing personas tied to ZIP-code level income estimates. The agency identified five personas with income ranges listed in campaign materials: “Eco-conscious explorer” (about $75,000–$120,000), “Wellness seeker” ($80,000–$150,000), “Adventure enthusiast” ($100,000–$180,000), “Culture explorer” ($120,000–$200,000) and a lower-income “uninformed adventurer” (about $60,000–$90,000) described as spontaneous Phoenix visitors.
The DMO showed the final static creative and played the three videos for the board. The spots emphasize slower mornings, family time and stewardship; the sustainability spot is being placed on social media and targeted within a 25-mile radius and Phoenix.
Staff said they are filming this summer for next year’s campaign so imagery better reflects seasonal conditions. They noted some footage shot in fall and other cooler months was not ideal for summer use and that planning production a year ahead helps avoid mismatched wardrobe and scenery in advertising.
Board members asked about inclusion of popular sites in the creative; staff said they deliberately chose some creek and shuttle-access locations, and sometimes avoided images of sites (for example, Slide Rock) that draw heavy daily lines or have reservation logistics.
Staff noted the Forest Service is a partner on map updates and asked to adjust base layers to reduce signage of unauthorized social trails. The DMO also said it will continue to refine creative clips and remove shots that appear seasonally inaccurate.
The board heard the update and had no formal action on the campaign during the meeting.
