Arizona Reframes Image In 2025 Campaign


The Arizona Office of Tourism is launching a major brand refresh next year.

The goal is to highlight the state's stunning landscapes, diverse culture and active business community.  It's also reframing the state's image.

Often seen as a center of border issues or water shortages, Arizona wants to upend a skewed perspective.

Phoenix-based indie agency Heart & Soul Marketing will handle all creative work to enlarge its visibility. The new campaign theme is "Vibrant Arizona."

From Saguaro Forests to Ponderosa Pines, the kick-off video encourages visitors to “feel the beating pulse of vibrant Arizona” and showcase its natural beauty.

The target audience is twofold: Arizona residents who may want to explore more of the state and those who see value in extending their business ops here.

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