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Visit Tucson

Well-crafted content strategy supporting a refined web presence.

A proactive roadmap that ties all the pieces together.

Challenge

Visit Tucson was embracing a lot of change: revamping their web presence, introducing a new CRM workhorse and organizing content efforts. Native Digital was engaged to tie it all together with an overarching content strategy for the new visittucson.org and supporting channels.

Solution

CONTENT STRATEGY

By reviewing Visit Tucson’s existing content, web analytics, user flows and keyword research, we identified top performing content to improve, and lower performing pieces to either improve or remove.

dmo strategy process

With an understanding of the Tucson brand and “Free Yourself” mentality our team provided new ideas and themes for video and blog creation.

EDITORIAL CALENDAR

To assist with implementation and scheduling our editorial calendar included a production schedule that synced up with the web development timeline. This ensured each content creator knew the priority and lead time necessary to hit the series of deadlines for publishing.

destination content strategy

The newly launched visittucson.org featured content rich pieces such as The Best 23 Miles of Mexican Food and 5 Only in Tucson Spa Treatments.

visit tucson website

BROADCAST

Targeting east-coast travelers interested in outdoor and culinary adventure (and a break from their long winters), we worked with Tucson to create a broadcast spot that captured the spirit of the city.

“Working with Native is intelligence having fun. The creative collaboration brings a sense of ease and confidence that the work you’re doing will be impactful.”
Allison Schult
VP Sales & Marketing
Visit Tucson