Experience Scottsdale entices out of town visitors with art

Arizona-based muralist Lauren Lee created pieces of art for the Experience Scottsdale campaign (submitted photo)

This month, Experience Scottsdale debuts its latest high-impact, out-of-home advertising campaigns in two of North America’s busiest transportation hubs, Penn Station and Plaza in New York City and the PATH underground walkway in Toronto.

Artwork by Lauren Lee

Home to hundreds of art galleries, art events and museums, Scottsdale, is renowned for its arts and culture scene.

So it’s only fitting that Experience Scottsdale, the city’s destination marketing organization, would use fine art to attract visitors from New York City and Toronto.

Throughout the month, commuters will see Experience Scottsdale’s advertisements and invitations to “come see what blooms in the desert” beside larger-than-life, hand-painted artwork of desert botanicals and cacti.

“This campaign is more than just advertising,” said Experience Scottsdale President and CEO Rachel Sacco, in a prepared statement.

“By incorporating artwork into our out-of-home campaign, we’re sharing a piece of Scottsdale’s arts scene with potential visitors. We hope those who see this art installation feel inspired to further explore Scottsdale’s myriad arts and culture offerings among the destination’s many diverse amenities.”

Experience Scottsdale commissioned Arizona-based muralist Lauren Lee for the project.

After drawing inspiration from Scottsdale’s hiking trails, Ms. Lee spent weeks in studio putting her artistic spin on florals found in the Sonoran Desert. Visitors to Experience Scottsdale’s campaign website, absolutelyscottsdale.com, can see behind-the-scenes footage of Ms. Lee’s canvas work.

“A lot of people don’t even know that these blooms exist,” said Ms. Lee in a prepared statement. “I’m excited for people to get to experience that outside of Arizona.”

Experience Scottsdale digitally enlarged the paintings and printed them on vinyl to send off to New York City and Toronto, where potential visitors will see the finer details of Ms. Lee’s work, from her brushstrokes to her signature, through Feb. 3.

New York City and Toronto are two of Scottsdale’s top feeder markets for visitation. Come February, the campaign will have generated an estimated 40 million advertising impressions.

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