PHOENIX—Visit Phoenix has launched “Sol Like No Other,” a new destination marketing campaign centered on the city’s abundant sunshine, Hispanic heritage, creative community, and year-round visitor appeal.
The tagline references the Spanish word “sol,” meaning sun, and highlights Phoenix’s 300-plus sunny days each year. The campaign is intended to position the destination’s light as more than a weather feature—connecting it to the city’s arts, culinary offerings, outdoor recreation, resorts, and communities.
“Let’s address the obvious: Yes, Phoenix is sunny—meteorologically newsworthy sunny. But instead of tiptoeing around that fact as if it were a personality flaw, we’re embracing it,” says Steven Totten, director of marketing for Visit Phoenix. “Phoenix’s light does more than fill the sky; it influences the way the city looks, feels, and comes to life, from its vibrant arts scene and bold culinary offerings to its outdoor adventures and welcoming communities. It’s a fresh way of seeing Phoenix and an authentic reflection of who we are.”
The campaign name is intended to carry several meanings: sunlight; el sol, a connection to Hispanic culture; and a homophone for the city’s “soul.”
Visit Phoenix’s agency of record, Giant Noise, developed the integrated campaign, which will run across paid digital, social media, video, email, and owned channels. Campaign videos feature Sol48, performed by Phoenix-based indie-rock and alternative band fearofmakingout. Visit Phoenix also introduced a Spotify playlist featuring local artists.
Phoenix welcomes more than 47.7 million visitors annually across the Greater Phoenix area, according to Visit Phoenix. Direct visitor spending reached a record $13.4 billion in 2025. With “Sol Like No Other,” Visit Phoenix aims to build on that momentum and attract travelers with the destination’s outdoor offerings, resorts, dining, arts and culture, and events throughout the year.
