Visit Phoenix

In May 2025, Giant Noise became the Creative Agency of Record for Visit Phoenix with a clear mandate: transform Phoenix’s creative identity and drive measurable performance across leisure travel markets.

Visit Phoenix confronts preconceptions head-on through bold, irreverent creative that tackles the misconceptions directly, the heat, the desert, the politics, the retirement stereotypes. We position Phoenix as a destination for visionaries, makers, and doers, showcasing locally owned businesses and diverse cultural experiences that appeal to affluent travelers seeking luxury with edge.

The tone is unapologetically Phoenix: confident, provocative, and magnetic. We’re not asking people to visit, we’re challenging them to prove their assumptions wrong and discover the misunderstood desert city they can’t find anywhere else.

Our Approach

Research & Immersion

An immersive Phoenix research trip and comprehensive stakeholder interviews across all departments informed our strategy to position Phoenix as a must-visit destination for luxury travelers and the premier meetings destination in America’s 5th largest city.

Creative Execution

Produced 4 brand photo shoots with in-house staff and local production partners
Collaborated with local musicians to create original campaign music
Partnered with media agency to optimize the media mix, focusing on high-converting channels paired with our new creative approach
Developed integrated assets across broadcast, OTT, OLV, social, print, DOOH, and digital display