Print Ad Design:

Beckoning Visitors with a Cultural Masterpiece

Based on a study by the Arizona Office of Tourism that showed that travelers respond more to imagery than copy in print advertising, we opted to feature only one large image and very little copy in the ads in this campaign.

With nothing other than an image, four words, and a logo for the ad content – the font selection was a very important element for setting the mood. I created a type treatment that combines a classic serif style, for a sense of history and timelessness, with a romantic script and flourish for a hint of the luxury resort settings that many travelers enjoy in Tucson.

The Real Southwest campaign won a bronze Addy Award in the Tucson Advertising Federation’s 2011 Addy Awards competition.

Original size: 8.5″ x 5.5″
Photography by Randy Prentice