Arizona Commerce Authority to Lead Statewide Promotion Initiative

Grassroots Effort Will Focus on Engaging Business and Community Leaders as well as Arizona Citizens

PHOENIX (August 13, 2015) – The Arizona Commerce Authority (ACA) today announced the launch of a statewide promotion development project aimed at creating a fresh and unified message to enhance Arizona economic development and tourism, and encourage civic pride.

The project – led by the ACA – will be a grassroots, public effort and engage leaders and Arizona citizens from all corners of the state.

“Arizona has an incredible amount to offer in terms of business opportunity, quality of life, and more,” said Sandra Watson, President & CEO of the Arizona Commerce Authority. “This effort will allow us to build a brand which communicates the unmatched Arizona experience to the rest of the world.”

The effort will include substantial research to examine perceptions about the state. Project managers will facilitate one-on-one interviews with leaders both in-state and outside of Arizona to gather their critical insights.

The team will also conduct several hands-on workshops with statewide business, community and education stakeholder groups. Residents throughout the state will also be engaged to provide their opinions, and the team will be traveling throughout Arizona to ensure a diverse array of viewpoints are incorporated.

“There is so much to love about our state, and I’m excited about engaging Arizonans in the process of bringing their ideas together,” said Governor Doug Ducey. “We are thinking big in Arizona, and this is much more than a marketing tool. I am committed to making Arizona the best place to live, work and start a business, and this project will help us communicate all we have to offer in those continued efforts.”

The research initiatives and discovery sessions will provide a detailed look at Arizona’s brand perception as it currently stands. From there, new Arizona brand positioning, brand elements and foundational messaging will be developed, as well as an action plan for bringing the brand to life.

Arizona-based firm HEASLEY&PARTNERS was selected through a competitive bid process conducted by the ACA to perform the brand strategy work.

Arizonans looking to provide feedback should email: promoteaz@azcommerce.com

Media Contacts:

Daniel Scarpinato, Deputy Chief of Staff for Communications, Office of the Arizona Governor, dscarpinato@az.gov, 602-542-2661

Susan Marie, Marketing & Communications Manager, Arizona Commerce Authority, susanm@azcommerce.com, 602-845-1231

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