City wins nearly $120,000 for tourism campaign

Adam Curtis Public Affairs Press Releases

The City of Sierra Vista won the Arizona Office of Tourism’s Grand Pitch contest on Friday, earning about $117,300* in advertising for a campaign spotlighting international cuisine and bicycling.

The selection was made at the Governor’s Conference on Tourism. Sierra Vista was one of three finalists in its rural category, joining the City of Prescott and the Globe-Miami Chamber of Commerce in making Grand Pitch presentations at the conference. Visit Mesa won the metro category. The selections were made by a panel of judges formed of media partners that contributed to the prize and attendees of the conference who viewed the presentations.

Sierra Vista’s entry pitched a marketing campaign that marries two of the community’s strengths, bicycling and international cuisine. These experiences are available in Sierra Vista all year long and are often enjoyed by the same demographic. The campaign’s tagline, “that’s how we roll,” speaks to many local dishes that happen to be rolled, while also tying in the many avid cyclists and mountain bikers who roll along Sierra Vista’s paths, trails, and roads.

“The campaign will capitalize on our recent designation as a bicycle friendly community, Sierra Vista’s inclusion on U.S. Bicycle Route 90, and previous marketing efforts,” says Judy Hector, marketing and public affairs manager for the City.

“It will give us the resources needed to aggressively pursue a demographic that has responded well to our ad campaigns in the past,” Hector says. “This prize will make a significant difference for a community like Sierra Vista.”

The City will share more information on its Grand Pitch award winning campaign during the annual Spotlight Breakfast at the Thunder Mountain Activity Centre on Tuesday, Aug. 8, at 7:30 a.m. Admission is $25 and includes a buffet breakfast. Seating is limited; call (520) 458-7922 to make a reservation before it’s too late.

*This release was updated on July 26 to reflect the final ad value total released by the Arizona Office of Tourism.