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Sedona advisory board backs stewardship‑focused summer campaign and urges targeted Phoenix messaging
Summary
The Tourism Advisory Board reviewed winter campaign results and gave consensus feedback endorsing a stewardship‑centered summer marketing approach (preferred creative: 'in the moment'). The board recommended city marketing in Phoenix with a tailored stewardship message, asked staff to add Native American heritage, dark skies and business language to the brand, and asked for a revised packet for council.
The City of Sedona Tourism Advisory Board on Tuesday reviewed attribution results from a $50,000 winter campaign, considered two summer creative concepts and agreed broadly on a stewardship‑focused summer media plan the board will recommend to City Council.
Mary Angelo of DBA Advertising presented the winter results, saying the Datify programmatic campaign produced roughly 1,043 tracked visitors who stayed an average 1.7 nights—about 1,744 visitor‑days—and that the agency estimated an economic impact of about $200,000 from that buy. "With a $50,000 budget all in one channel we actually observed ... 1,043 individual people who ended up in Sedona who had seen the campaign," Angelo said, and added the winter calculation excluded tax receipts and short‑term rental attribution. The ROI presented by the agency was framed around hotel revenue and visitor spend (about a 4:1 return on that $50,000 spend) and was…
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