A new film series, developed in partnership with local creatives, highlights the economic drivers that make Southwest Arizona a prime destination for business growth and investment.
The Greater Yuma Economic Development Corporation (GYEDC) has embarked on a bold initiative to redefine the region’s narrative through the power of storytelling. A new film series, developed in partnership with local creatives, highlights the economic drivers that make Southwest Arizona a prime destination for business growth and investment.
A Vision for a New Narrative
For too long, the story of Southwest Arizona has been told by outside media, often with a narrow or incomplete perspective. GYEDC, along with local leaders, is committed to reshaping this narrative by showcasing the region’s strengths—its innovation, thriving industries, and unmatched opportunities for economic development.
“Our region is so much more than what people see in headlines,” says GYEDC Chief Marketing Officer Lyndsay Wisneski. “We have a powerful story to tell—one of growth, resilience, and economic diversity. This film series is our way of sharing that story with the world, attracting new businesses and professionals while supporting the expansion of those already here.”
Capturing the Industries That Drive Greater Yuma
The series begins with a high-level introductory film, “Why Greater Yuma?”, which showcases the five key industries fueling the region’s economy: Advanced Manufacturing, Logistics & Distribution, Food Processing & Ag Tech, Aerospace & Defense, and Healthcare. Following the premiere, each industry will have its own dedicated film, offering an in-depth look at the businesses, professionals, and innovations shaping its success.
For example, the Aerospace & Defense segment features conversations with Gladys Brown, Director of Yuma International Airport, and Trax International’s Vice President and Program Manager of Mission Test Support Services at YPG, Brian Thompson. Brown discusses the Joe Foss Hangar, a high-tech facility within the airport’s Defense Contractor Complex, which serves tenants like NASA and Boeing. Thompson highlights Yuma Proving Ground’s world-class testing capabilities and explains why Trax International thrives in Yuma, citing the region’s strategic location and highly skilled workforce. Each industry-focused film will follow a similar structure, providing a comprehensive look at the region’s economic assets.
A Bold and Impactful Marketing Strategy
Unlike traditional economic development marketing—which often relies on drone footage of industrial parks or static images with statistics—this film series takes an innovative, storytelling-driven approach.
“One thing I noticed in the industry was a lack of engaging video content,” says Wisneski. “Most marketing efforts in economic development focus on showcasing land or facilities, but they miss the opportunity to tell the real story—the story of the people and businesses driving economic success. I wanted to change that.”
The approach is already yielding remarkable results. Since launching the campaign, the 30-second version of the film has been viewed over 230,000 times, and it has driven 40,000 new users to GYEDC’s website in just six weeks. With such strong engagement, the team is exploring further distribution, including ad placements on streaming platforms like Paramount+ and Hulu in key target markets.
The Making of a Regional Showcase
The concept for the series emerged as part of GYEDC’s broader rebranding efforts. When Wisneski joined the team, she quickly identified a critical gap in the organization’s marketing assets—there was a lack of high-quality video content showcasing Greater Yuma’s industries. What began as a simple plan to add a few videos quickly evolved into a full-scale documentary-style series designed to capture the essence of the region.
During a meeting with Jon Perry, CEO of Imaginary Friends, the creative team behind GYEDC’s branding, Perry introduced Wisneski to local videographer Eric Castanos, of Castanos Photo and Design. “Eric’s passion for this community and his storytelling ability were exactly what we were looking for,” says Wisneski. “From the moment we met, we knew he was the right partner for this project.”
A Lasting Impact for Greater Yuma
Beyond attracting new businesses, the film series is designed to instill a sense of pride within the community. By visually capturing the region’s economic strengths, GYEDC ensures that Greater Yuma’s story is told accurately and compellingly to audiences across the country.
“This isn’t just about marketing—it’s about changing perceptions,” Wisneski explains. “We want people to see what we see—a region full of potential, innovation, and economic opportunity. This is our story, and we deserve to be the ones telling it.”
With a forward-thinking approach and a commitment to reshaping the regional narrative, GYEDC’s film series is set to leave a lasting impact—both within the community and far beyond.