ARIZONA FORMS ALLIANCE WITH SONORA
By Adnews Staff
The states of Arizona and Sonora, Mexico have joined forces to attract more Canadians and American to the two regions. The two will launch a joint North American advertising campaign to start later this fall. The united entity, known as the Center for Arizona/Sonora Regional Tourism Development, will combine the resources of both states' tourism offices, and will target markets in the U.S., Canada and Europe. Presently, Canadian plans include an ad for the travel section of the Toronto Star in late October, which will be part of an advertorial section on the southwest U.S. region. Two brochures have also been created, one being a "lure" brochure distributed at trade shows and also used for sales calls with tour operators and travel agents. A bigger brochure suggesting larger tour itineraries based upon specific interests such as the old west, eco-tourism, family vacations and cultural heritage has been developed for tour operators and travel agents. A poster with the slogan "From the Grand Canyon to the Sea of Cortez" will also be available to travel agents. The campaign was created by Moses Anshell Advertising of Phoenix, which also bought the media.