Arizona Official Visitor Guide
Client: Arizona Office of Tourism
Services: Content Strategy, Writing/Editing, Managing Freelancers
In Collaboration with: Kelly Ruhland, Art Director
The Opportunity:
Arizona is a state known for its awe-inspiring landscapes, rugged outdoor adventures, iconic Southwestern culture and holistic wellness experiences. The AOT needed a travel guide that showcased these distinct aspects.
The Approach:
Departing from the look and feel of a traditional visitor guide, we sought to create an aspirational lifestyle piece. The guide opens with large-format images to immerse readers in panoramic viewpoints, and the up-front features focus on thematic experiences to captivate the imagination. To provide more specific travel planning tools and tips, the regional sections offer useful ideas, plus easy-to-digest blurbs and quick snippets about top highlights in each area.
Pitch-black skies filled with dazzling stars.
Snow-white ski runs draped with fresh powder.
Ancient tribal lands that astonish the mind and adventures that invigorate the soul. And the legendary Route 66—”The Mother Road”—that runs through the middle of it all. There’s a whole lot to discover here. Whether you’re strolling through
the vineyards of our welcoming wine regions, perusing state-of-the-art exhibits in our world-class museums or unwinding in our luxurious spas and hidden hot springs, you’ll find that Arizona is nothing short of spectacular.
Let the story play on the page.
We brought Arizona’s stories to life through exciting visuals that interact with the text, from showcasing the iconic ingredients comprising a signature Sonoran Hot Dog to gorgeous botanicals you’re sure to see in Arizona (imagined by a local illustrator we sourced specifically for this piece).
