Reviving Route 66: Arizona’s Statewide Digital Push Across 385 Miles of Historic Highway
The Goal: Encourage Statewide Exploration
The goal was straightforward and aligned with their mission.
“As the Arizona Office of Tourism, our goal is to promote travel around the entire state and provide resources so folks can explore all corners of the state safely and informed.”
While a physical Route 66 passport already existed, AOT wanted something more accessible and engaging, and encouraged exploration from a new audience. Bandwango offered the perfect solution: a free, gamified pass that could unify messaging across the state and capture valuable visitor data.
The Pass: A Digital Experience To Inspire Discovery
Arizona’s Rock the Route: Route 66 Check-In Challenge was designed as an alternative to the physical passport program run by the Route 66 Association.
Featuring an interactive map and location-based check-ins, the pass encouraged travelers to explore 26 stops across 15 destinations — spanning eight small towns, five cities, a Tribal Nation, a national park, and a 4,000-foot-wide meteor crater. As users check in, they unlock exclusive Route 66 swag like stickers and magnets, adding fun incentives along the way.
Marketing: Organic Promotion That Drove Real Results
The Arizona Office of Tourism promoted the Rock the Route Passport through a mix of owned and partner channels, including regular posts on Instagram, Facebook, and TikTok, newsletters, blogs, and a strong collaboration with the Route 66 Association of Arizona, who helped amplify the pass on their platforms.
To boost pass engagement even further, AOT utilized Bandwango’s Managed Messaging feature: a solution which helped re-engage passholders and increase signups from new users, all without additional ad spend.
According to AOT, “we’ve seen a nice increase in usage from existing passholders as well as increased interest and signups from new users.”
Impactful Results: Meaningful Engagement
The Rock the Route Passport successfully achieved its goal: to drive travel across Arizona’s western corridor and highlight the places and communities that make Route 66 special.
Passholders checked in more than 600 times across 26 attractions in 15 destinations, spanning all 385 miles of Arizona’s stretch of Route 66.
In addition to engagement, the Arizona Office of Tourism also gained access to first-party data. Over 1,000 people opted in to receive marketing messages from the Arizona Office of Tourism, giving the team valuable consumer data, along with insights on travel patterns, trip duration, and peak activity days to inform future campaigns.
While the passport's sole goal wasn’t focused on driving traffic to specific businesses, it gave visitors a reason to explore places they might have otherwise missed, helping tell the full story of Arizona’s iconic Mother Road.
Looking Ahead: Laying the Groundwork for the Centennial
The success of the Rock the Route Passport has created a strong foundation for future campaigns, especially as the 100th anniversary of Route 66 approaches in 2026.
The Arizona Office of Tourism plans to refresh the existing program with updated pass locations, new prizes, and a commemorative 'Celebrating 100 Years' graphic added to the current logo. The team is also planning a soft relaunch and a major Route 66 Arizona road trip giveaway to generate buzz ahead of the centennial.
Statewide Advice: Collaboration is Key
Running a statewide program can feel overwhelming, especially when it spans dozens of destinations. For the Arizona Office of Tourism, collaboration was essential. Partnering with organizations already connected to local communities and businesses proved invaluable in keeping the program current, accurate, and well-supported — a crucial part of managing a successful statewide experience.
Through their passport program, AOT has built a long-term strategy that engages travelers, supports local communities, and celebrates Arizona’s most iconic highway. According to AOT,
“Bandwango really is a great tool and there are so many ways to use it to engage visitors and get them excited/interested in your destination.”
With ongoing enhancements, new prize structures, and the Route 66 centennial celebration on the horizon, this initiative is poised to deliver value for years to come.
Want to see more? Rock the Route: Route 66 Check-In Challenge:
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