The Client

Mount Lemmon, Arizona

 

Why are we advertising?

• Bring people from different states to this mountain region for tourism

• Convince people from Arizona to be repeat visitors to the area

 

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

• A secret getaway, hidden in the Santa Catalina Mountain Range

• Close enough to Tucson and Oro Valley for day trips

• Skiing in the winter

• Cooler weather in the summer for hiking Mount Lemmon

• Observatory for people interested in astronomy and science

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