The website comprises five types of travel categories based on what residents enjoy doing during Arizona’s summer months: AZ Explorer, Family Vacationer, Outdoor Adventurer, Urbanite, and Water Enthusiast. Each “Travel Type” has custom travel ideas of places to go, things to do and even a sample itinerary to experience.

Additionally, each category includes a comment section to share travel stories and a photo carousel where visitors are invited to upload their own Arizona travel pictures. Comments and photos are then viewable to anyone visiting the website. SummerInAZ.com is mobile and tablet (i.e. iPad) friendly.

Expanding beyond AOT’s current marketing campaign, which features Arizona’s scenic and iconic landscape, the Discover a Summer Worth Sharing campaign conveys a nostalgic, first-person tone featuring family-style photos of various statewide travel adventures.

“This campaign is a great example of how our marketing efforts are evolving to accommodate the many ways visitors plan their vacations,” said Sherry Henry, AOT director. “Through leveraging social media tools, we can build a more personal campaign approach and give consumers the opportunity to help us tell the world about Arizona’s vibrant travel destinations.”

In addition to the social media component of the campaign, Discover a Summer Worth Sharing is supported by advertising efforts including: print, radio, cinema, outdoor, mobile ads, banner ads and pay-per-click (PPC) search. AOT will target the campaign message throughout the state, with an emphasis in the Phoenix and Tucson visitor markets.

Additionally, AOT will target the Los Angeles (LA), California visitor market with digital advertising efforts, extending the reach of the campaign into a prime drive market. Industry research indicates that the LA market enjoys traveling to Arizona’s west coast and northern region during the summer months.