MARKETING


ARIZONA SCENIC ROADS
WEBSITE

Arizona Statewide Project

ARIZONA


2 0 0 7  S C E N I C  B Y W A Y  A W A R D  W I N N E R  f o r 

M A R K E T I N G

An internationally renowned magazine, a 
department of tourism and a department of 
transportation in a State known for its incredible 
scenic beauty created the right mix of talent, 
knowledge and skills to create an interactive, 
state-of-the-art website that highlights the State’s 
scenic byways in remarkable, new ways. Arizona’s 
image as a beautiful State is without question. 
Making that beauty more accessible to potential 
visitors was the challenge. Arizona Highways 
magazine, the Arizona Office of Tourism, and 
the Arizona Department of Transportation came 
together in a unique partnership to develop a 
website that delivers part of the solution. 

INNOVATION IN RESOURCE VISUALS

The Arizona Scenic Roads website engages visitors with photo 
tours of each of the State’s byways and also shows unique 
images of dramatic canyons and archaeological sites. But it goes 
beyond these stunning visual images to include other assets: 
a description of each byway written by Arizona Highways 
magazine writers, an interactive map, an itinerary generator, 
and a place for visitors to add their own reflections on their 
travels. An innovative children’s page called the “Kid Zone” 
supports elementary education, too. 

ADDRESSING THE AUDIENCE

Websites can sometimes be designed without the user in 
mind and wind up without an audience. This is very different 
for the Arizona Scenic Roads website. In fact, it was initiated 
because of potential user requests, and designed with user 
needs in mind. Specifically, the website project was developed 
in response to an economic impact study funded by a National 
Scenic Byways grant and completed by the Arizona Department 
of Tourism. The survey queried more than 1,500 respondents. 
The results helped confirm the need for a website and shape 
its content, including the itinerary generator and links to 
amenities. The website’s state-of-the art technology makes it 
heavily used by travel planners and potential byway visitors. 
The Travel Industry Association of America recognized its 
appeal to users, and presented the website development 
team with a national award. 

PHOTOS (4): Images from the website.


MOTTO: Sharing Success and Honoring Excellence