A new campaign for Visit Phoenix plays
off the desert city’s intense sun and stunning landscapes to entice visitors to the fifth largest city in the U.S.
“Sol Like No Other” rolls out nationally this month
across paid digital, social, video and email. Sol, which is “sun” in Spanish, serves as “a nod to the Hispanic culture woven through the city’s identity and as … a reminder
that while sunshine defines the landscape, the people define its soul,” according to the brand.
Created with Giant Noise, the center of the effort is a :60 hero film, seen here.
The film opens on sunlit Phoenix morning, scanning the area’s beautiful desert scenery and downtown cityscape.
A
voiceover says, “Before the day has a plan, the light finds the horizon,” as the video switches to midday images of local ethnic markets, street fairs and restaurants. “Here you’re
free to go in any direction across cultures without crossing the street,” the voiceover continues. The ad concludes with “Visit Phoenix, Sol Like No Other” as visitors enjoy nightlife and
take part in the city’s outdoor adventures.
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“Yes, Phoenix is sunny — meteorologically newsworthy sunny. But instead of tiptoeing around that fact as if it were a personality
flaw, we’re embracing it,” said Steven Totten, director of marketing at Visit Phoenix, in a release. “Phoenix’s light does more than fill the sky; it influences the way the
city looks, feels and comes to life, from its vibrant arts scene and bold culinary offerings to its outdoor adventures and welcoming communities. It’s a fresh way of seeing Phoenix and an authentic
reflection of who we are.”
The short film was set to “Sol48,” an original track from Phoenix-based indie-rock band fearofmakingout. The campaign is supported with a
“Visit Phoenix” curated playlist on Spotify.
