Engagement

Arizona State Parks & Trails is dedicated to preserving the state’s historic and outdoor treasures for present and future generations. It manages and conserves Arizona’s natural, cultural and recreational resources for the benefit of the people, both in state parks and through partners.

Arizona State Parks & Trails protects and preserves 35 state parks and natural areas. The agency also includes the State Trails Program, outdoor-related Grants Program, the State Historic Preservation Office, as well as the Off-Highway Vehicle Program. Arizona State Parks provides over 1,400 camping and RV sites throughout the parks and manages 8 of the top 25 most visited natural attractions in Arizona.

Why did they come to Off Madison Ave?

Arizona State Parks & Trails reached out to Off Madison Ave to help drive residents from Phoenix and Tucson to Arizona’s state parks and to generate awareness of events and activities among visiting snowbirds, residents in drive markets and millennials. As a Phoenix public relations firm who works closely with other related state departments, it was a natural extension for us to help Arizona State Parks & Trails reach their goals.

Key messages included communication about Arizona State Parks & Trails as the caretaker and supporter of all 30+ Arizona state parks to encourage and inspire desired audiences to experience and support the parks by visiting and taking advantage of the many different activities. Arizona is known for its world class hiking spots and diverse range of parks, yet many initiatives and events had not garnered significant media attention in the past.

How did Off Madison Ave tackle their challenge?

Off Madison Ave began its engagement with Arizona State Parks & Trails with an in-person strategy session plotting out milestones over the upcoming calendar year. This session provided the public relations team with insights about parks that required priority attention and were in need of support. We also reviewed and addressed current key messages. That work helped us identify the behaviors needed by each of the audiences so that Arizona State Parks & Trails could reach the outcomes they wanted.From there, we began executing our PR and earned media services.

Off Madison Ave uncovered an immediate opportunity with the upcoming 20th anniversary of Kartchner Caverns State Park, a popular attraction that was being celebrated with educational and fun family activities, special guests, guided hikes and underground tours of the caves.

With just under three weeks until the event, Off Madison Ave leaned into people’s motivation for play so that we could to bring to life the history of the cave’s discovery, cementing the park as a must-see attraction and national treasure for visitors. Targeting media outlets in and around Tucson, We secured a two-page feature, photo opportunity and interview with the Sierra Vista Herald, which took place on the day of the celebrations.

To further complement the anniversary, broadcast interviews were scheduled with top news outlets in Tucson and Phoenix, resulting in four TV segments, two radio interviews and a feature in the Arizona Republic. Each highlighted the importance of preserving this historic gem and Arizona State Parks & Trails’ key messages.

Demonstrating strategic thinking to celebrate a pivotal Arizona landmark, Off Madison Ave also collaborated with another agency client, Arizona Office of Tourism, to include the upcoming anniversary celebrations in a roundup of fall activities during a scheduled TV interview on ABC15.

What were the results?

Media relations for the anniversary of Kartchner Caverns generated over 20 pieces of statewide media coverage in just three weeks and provided the PR team a platform to continue conversations with the media about Arizona State Parks & Trails. Earned media coverage ranged from local community papers to statewide media including azcentral.com, ABC15, 12News, KOLD and KGUN. In total, this effort earned a reach of approximately 12 million and over 6.8 million page impressions.

Additionally, TV coverage in Tucson was picked up by national syndicates and ran on Yahoo.com. Overall, more than 500 visitors attended the anniversary celebrations at Kartchner Caverns.