Phoenix (STN) –For years, Arizona’s rapid growth has been visible to the people living and working across the Valley. But leaders at the Greater Phoenix Economic Council say many outside the region still do not fully understand what is happening here.
During the May episode of ‘It Happens at STN,’ GPEC President and CEO Chris Mackay discussed the launch of ‘A New Way to City,’ a new campaign designed to showcase Greater Phoenix as a growing center for innovation, technology, and economic opportunity.
“The goal is to tell the story of all the crazy cool things happening in the region,” Mackay said. “We want to reset the thought process around what Phoenix really is.”
The campaign comes as Greater Phoenix continues attracting major investment across industries, including semiconductors, aerospace, healthcare, and emerging technologies.
“We’ve had more than $200 billion in semiconductor investment,” Mackay said. “And people still come here and say, ‘I had no idea.’”
That disconnect led GPEC to survey both business leaders and general audiences about their perceptions of the Phoenix market. While awareness of the region had grown, many respondents still viewed Arizona through outdated assumptions.
“People still think about Arizona in the old traditional ways,” Mackay said. “They don’t realize how much innovation is happening here.”
WATCH: GPEC wants the country to rethink what Phoenix represents
The campaign was built through partnerships across the region, including support from local sports teams, corporations, cities, airports, and community organizations.
“It’s truly been a collaborative effort,” Mackay said.
The messaging has already appeared on billboards, at sporting venues, and inside Phoenix-area airports. Additional promotions launched during the recent Forbes Under 30 Summit in downtown Phoenix.
Mackay said the campaign intentionally goes beyond traditional economic development marketing.
“This isn’t a normal economic development campaign,” she said. “We want people to tell us about the crazy cool things happening in the community.”
