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FY 2026 ANNUAL MARKETING STRATEGY 1. STRATEGIC OBJECTIVES • Strengthen Wickenburg’s Brand Presence • Increase Overall Visitation to Support the Local Economy • Boost the Average Length of Stay for Visitors • Enhance Visitor Engagement through Targeted Outreach 2. TARGET MARKETS • Western United States: Wyoming, Montana, Wisconsin, and Idaho o Wickenburg’s Appeal: Winter travel trends; outdoor interest • Neighboring States: Nevada, California, Colorado, New Mexico, Utah o Wickenburg’s Appeal: Short getaways; peaceful retreats • Arizona: Scottsdale, Peoria, Prescott, Tucson, Sedona, Flagstaff, and Phoenix o Wickenburg’s Appeal: Ideal for day/weekend trips; history and outdoor activities • International: Canada, Mexico, United Kingdom, Germany, France, Australia o Wickenburg’s Appeal: Authentic Western heritage; scenic desert landscape 3. VISITOR PROFILES • Out of the Region o “Active Retiree and Travel Enthusiast” ▪ Typically, 50–70 years old, retired or nearing retirement, with middle- to-high incomes and disposable travel budgets. ▪ “Snowbirds” from colder Western regions seeking warm-weather escapes centered around outdoor activities, Western history, and cultural experiences. ▪ Motivated by a desire to relax and explore, they prefer frequent, short getaways during the winter months. • In-Region o “Family Vacationer and Weekend Explorer” ▪ Typically, 25–45 years old, made up of working professionals and middle-class families from Arizona’s metro areas and nearby states. ▪ Seek quick, convenient weekend escapes focused on outdoor adventures, family activities, and vibrant local events. ▪ Motivated by a need to unwind and spend quality time with loved ones, they are drawn to Wickenburg’s natural beauty and Western heritage. • International o “The Global Explorer” ▪ Typically, 30–65 years old, including professionals, retirees, and seasoned travelers from international markets. ▪ Drawn to immersive cultural experiences, Western history, nature, and photography, often planning longer stays as part of a larger Southwest U.S. itinerary. ▪ Motivated by a desire for authentic American Western experiences, they seek meaningful connections with local culture, traditions, and storytelling. 4. MESSAGING STRATEGY • Call to Action: o “Discover Wickenburg – where the spirit of the West comes to life” • Key Messaging Pillars: o Authentic Western heritage o Outdoor recreation and adventure o Vibrant arts, events, and cultural experiences • Mission Alignment: o Market Wickenburg as a destination for exploration and immersive experiences o Highlight Western heritage and unique charm 5. MARKETING CHANNELS Channel Strategy Highlights Digital Media Targeted Online Advertising and Search Engine Optimization Traditional Media Print Publications and Outdoor Advertising Broadcast & Streaming Radio, Digital Audio Platforms, and Television Influencer & Partnerships Collaborations with Influencers, Tours, and Local Partners 6. OPTIMAL ADVERTISING TIMING 7. PERFORMANCE METRICS • Ad Performance: Impressions and Click-Through Rates • Visitor Engagement: Tourism Traffic Growth • Economic Impact: Local Lodging Tax Revenue