Colorado Continues Tradition of Industry Leadership with Strategic Tourism PR Campaign

[Feb. 14, 2024, DENVER, CO] - The Colorado Tourism Office (CTO) is proud to announce that it has been honored with a Gold Award at the 2023 Hospitality Sales &amp; Marketing Association International (HSMAI) Adrian Awards for its outstanding public relations campaign, "The SLV is the Place to Be.”&nbsp; The Gold Award was secured in the PR Campaign Consumer segment, recognizing the CTO for its exceptional work in driving visitation to Colorado’s San Luis Valley (SLV) region.

Building on a legacy of excellence, the CTO's recognition at the 2023 Adrian Awards is the third consecutive year the state has received accolades for its work. Notably, for two consecutive years, the CTO was recognized for the "Do Colorado Right'' campaign, showcasing the organization's commitment to destination stewardship. The "Shine a Little Brighter" campaign, focused on economic development, was also a previous award winner. This year's Gold Award in the Public Relations/Communications category demonstrates the CTO's dedication to marketing the entire state of Colorado and showcases its ongoing leadership in the tourism industry.

<h2>About "The SLV is the Place to Be" PR Campaign</h2>

In response to the SLV region's need for tourism recovery support in mid-2021, the CTO's Destination Development and PR teams collaborated to create a compelling campaign. The goal was to attract top-tier writers, inviting them to experience the SLV firsthand through road trip itineraries. The campaign surpassed its objectives, resulting in over 3o travel story placements with a total media value of nearly $2 million.

These outstanding results contributed to a significant increase in SLV-related pageviews on Colorado.com and notable growth in the budgets of tourism councils. The Alamosa Convention and Visitors Bureau reported some of its highest yearly occupancy numbers, and Great Sand Dunes National Park and Preserve saw near-record visitation. The collaborative efforts of the CTO and industry partners have not only exceeded expectations but have also showcased the potential for rural destinations to thrive through innovative communications, marketing and strategic collaboration.

CTO Director, Timothy Wolfe, commented on the success, stating, "The SLV campaign exemplifies the CTO’s commitment to inspiring travel to all four corners of our state. This recognition demonstrates the power of strategic tourism management, partnership and collaboration and is a win for the state of Colorado.”

<h2>Adrian Awards Celebration</h2>

The CTO team was honored at the HSMAI Adrian Awards Celebration on Feb. 13, 2024, at the New York Marriott Marquis in New York, NY. This recognition reinforces the CTO's commitment to inspiring the world to explore Colorado responsibly and respectfully, empowering the tourism industry through collaboration, inclusivity, innovation and leadership. To learn more about the HSMAI Adrian Awards, visit<a href="http://www.adrianawards.hsmai.org/">www.adrianawards.hsmai.org</a>.&nbsp;

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About the Colorado Tourism Office:&nbsp;

The Colorado Tourism Office (CTO) is a division of the Governor’s Office of Economic Development and International Trade. The mission of the CTO is to empower the tourism industry by inspiring the world to explore Colorado responsibly and respectfully. The CTO seeks to advance the strength and resilience of the entire industry through collaboration, inclusivity, innovation and leadership. In 2022, Colorado travelers spent $27.7 billion, generating $1.7 billion in local and state revenues, reducing the tax burden for every Colorado household by $760. For more information, please visit&nbsp;<a href="https://www.colorado.com/">www.colorado.com</a>.&nbsp;

About HSMAI:

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights and expertise to fuel sales, inspire marketing and optimize revenue through programs such as HSMAI Marketing Strategy Conference, Adrian Awards and Revenue Optimization Conference. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at&nbsp;<a href="http://www.hsmai.org/">www.hsmai.org</a>.&nbsp;