Protecting nature through responsible recreation
Nothing inspires people to learn about, appreciate, and protect nature like getting outdoors. But when crowds of people descend on beautiful natural areas without preparation, they can threaten wildlife and delicate ecosystems, as well as unintentionally put themselves in danger. That’s why the Arizona Office of Tourism engaged Off Madison Ave to create a campaign that provided education on responsible outdoor recreation to everyone from new to nature to outdoor enthusiasts. Together, the Arizona Office of Tourism and Leave No Trace Center for Outdoor Ethics formed Appreciate AZ, an initiative that uses the Leave No Trace Seven Principles of Appreciate AZ as the guide to teach both visitors and residents the best way to enjoy – and preserve - Arizona’s great outdoors.
Appreciate AZ builds a better travel experience for everyone
Appreciate AZ has a twofold goal: inspire adventures in Arizona and educate visitors and residents alike about responsible recreation and ecotourism in the great outdoors.
Arizona has much to offer visitors. From stargazing over Grand Canyon National Park or flyfishing in Lees Ferry to birdwatching in Sierra Vista or attending mega events such as the Waste Management Phoenix Open, there’s something for everyone to enjoy.
Yet people often don’t know how to care for the very places that they love to visit. While hiking through the red rocks of Sedona in the northern part of the state, many leave trash along trails. Others may be careless with fire pits when camping in the wilderness, or decide to take a memento from an ancient destination like Wupatki National Monument or Petrified National Park.
That’s where responsible recreation and ecotourism come in. When people are educated about conservation practices, natural resource management, and how their actions directly impact the environment, they are more inclined to do their part to connect with and protect the state. This drives the strategy of this program.
Reaching the right people with a multi-faceted campaign
Whether an experienced outdoor adventurer or new to nature, an Arizona local or an out-of-state visitor, most people can benefit from education on the Leave No Trace Seven Principles of Appreciate AZ. The Seven Principles are the main messaging focus of the campaign, sharing information and resources on how to plan ahead and prepare, be careful with fire, respect wildlife and more.
Off Madison Ave used a mixed approach to reach the different audiences, including but not limited to; organic and paid social, an Appreciate AZ ambassador program, a Ranger Talks video series, custom content placements in outdoor focused publications, endorsements with local radio station hosts, in-store activations, targeted programmatic and more.
Some highlights of the Appreciate AZ campaign:
Social media marketing: Social media is a double edged sword for Appreciate AZ. On one hand, it is one of the top tools people use for travel planning and inspiration. On the other, it is often a driver for reckless adventure at overvisited destinations. With a heavy focus on video, we create scroll-stopping content that not only features beautiful landscapes but provides tips on responsible recreation and raises awareness of lesser known, alternative destinations to visit. Ambassadors are also used to increase reach and foster a personal connection with the audience.
Ambassadors: Off Madison Ave and the Arizona Office of Tourism developed two Ambassador programs, both with the goal to raise awareness of how to preserve and protect the state. The Appreciate AZ Ambassador program consists of hand-selected content creators who authentically live the Seven Principles and also have a strong local audience, such as The AZ Hikeaholics. These ambassadors are featured on the Appreciate AZ landing page, promote Appreciate AZ on social media and are part of an upcoming video series. Ranger Talks, the second program, is a long-format video series featuring interviews with national and state park rangers. The goal is to inspire travel to the different parks around the state while raising awareness on how to enjoy the parks safely and respectfully.
Reaching Locals: To engage with locals, Off Madison Ave placed educational signage in local outdoor recreation stores. Detailed signage was posted at events and heavily touristed areas to reassure locals that the state is doing their part to educate visitors on how to protect their favorite places.
Evergreen flighting: There’s no-off season as it relates to responsible recreation, which is why Appreciate AZ is an evergreen message—although there are times during peak tourist season messaging needs ramped up. Spring 2023 was a great example, as Phoenix was host to the Super Bowl, Barrett Jackson Classic Car Auction, Waste Management Open and Cactus League Spring Training just to name a few! The large events brought a huge influx of visitors to the state that were optimal for targeting. Even if the visitors were here for just a weekend, their impact can be long lasting.
Inspiring responsible tourism in Arizona
As people continue to explore the outdoors in greater numbers, the need for Appreciate AZ will grow. Everyone must be aware of the potential damage to iconic landscapes, unique cultural relics, and natural environments that happen easily when residents or tourists travel mindlessly. It’s crucial that visitors and residents alike understand and practice the responsible way to enjoy the state’s unique landscapes, which will help preserve these sacred spaces and places around Arizona for generations to come. And that is an inspiring message for all.
