The Client

Mount Lemmon, Arizona

Why are we advertising?

Target Audience

College students (University of Arizona, Arizona State)
Young professionals from Tuscon, Oro Valley, and Phoenix
People looking to visit Arizona who may not think to go to Tucson or the surrounding mountains

Current Beliefs

There are other mountainous destinations closer to Phoenix or the Grand Canyon
There’s no snow in Arizona What sets this mountain apart from ones in Northern Arizona

Desired Beliefs

What is the single most persuasive idea we can convey?

You can escape the summer heat, have a ski getaway, or experiences the cosmos, all a short mountainous drive away from Tucson.

Why should they believe it?

In the summer you can go hiking without fear of extreme heat
When it snows on the mountain, you can enjoy Arizona skiing
The Mount Lemmon Observatory are some of the largest dedicated public telescopes in the US