Arizona Office of Tourism sees 5x surge in visitation through audience intelligence and cross-screen optimization
Date: Q3 2024 - Q2 2025 Location: US
Target Markets: National
NEXXEN Solutions Used: TVI, Nexxen Studio, Nexxen Discovery
The Arizona Office of Tourism partnered with Off Madison Avenue and Nexxen to inspire travel and reclaim market share in a campaign, aiming to connect with high-intent audiences across CTV, OLV, and display.
Using proprietary data, persona-driven creative, and cross-screen retargeting, the campaign activated travelers at every stage of the journey – from inspiration to booking – capturing both new and repeat visitors while driving deeper engagement and consideration.
“Nexxen's outstanding performance, professionalism, and kindness have made working together such a rewarding experience. Their dedication and partnership have been invaluable to our success. We’re so grateful for the partnership and the genuine relationship we’ve built together."
“Nexxen's outstanding performance, professionalism, and kindness have made working together such a rewarding experience. Their dedication and partnership have been invaluable to our success. We’re so grateful for the partnership and the genuine relationship we’ve built together.
BRAND OBJECTIVE:
- Increase awareness among high-value travelers
- Drive consideration to visit Indiana
THE TARGET AUDIENCE:
- Adults 25-54
- Household income: $75K+
- Takes at least 2 vacations per year
BRAND OBJECTIVE:
- Inspire travel travel to Arizona on a national level and in targeted cities
- Connect with high-intent audiences at every stage of the trip-planning journey
- Reclaim market share
TARGET AUDIENCE:
Personas
- Natural history lovers
- Luxury travelers
- Self-care seekers
- Foodies without pretense
- Families that love spending time together outdoors
The solution
Key Results
58.8M
Impressions served to a qualified audience*
+37%
YoY increase in impressions (2024 vs. 2025)*
5x
Increase in visitor volume and visit rate**
~6
Days spent in Arizona on average per visitor**
+138%
YoY uplift in CTR (2024 vs. 2025)*
99%
VCR for Discovery Audiences*
5x
Increase in visitor volume and visit rate**
+37%
YoY increase in impressions (2024 vs. 2025)*
58.8M
Impressions served to a qualified audience*
99%
VCR for Discovery Audiences*
+138%
YoY uplift in CTR (2024 vs. 2025)*
~6
Days spent in Arizona on average per visitor**
5x
Increase in visitor volume and visit rate**
+37%
YoY increase in impressions (2024 vs. 2025)*
58.8M
Impressions served to a qualified audience*
~6
Days spent in Arizona on average per visitor**
+138%
YoY uplift in CTR (2024 vs. 2025)*
99%
VCR for Discovery Audiences*
Sources:
*Nexxen Internal & Customer Data, Q3 2024 - Q2 2025
**Azira Visitation Study FY 25
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