Colorado Tourism Office Teams With Local Celebrities to Reduce COVID Risk, Encourage Safe Practices for President’s Day, Spring Break Travelers

Olympic Gold Medalist Red Gerard, ‘Bachelor’ Ben Higgins, Top Chef Contestant Brother Luck and others share takes on how to ‘Do Colorado Right’

DENVER – Feb. 2, 2021- Enlisting a lineup of Colorado-based celebrities and a humorous approach, the Colorado Tourism Office (CTO) today launched a campaign aimed at educating winter season visitors to avoid spreading COVID-19.

The campaign, announced during Gov. Jared Polis’ Tuesday press briefing, features five high-profile locals in a series of snappy videos explaining how to “Do Colorado Right,” whether by distancing, wearing a mask or staying home when sick. The lineup includes Olympic Gold Medalist Red Gerard of Silverthorne, two-time Top Chef competitor Brother Luck of Colorado Springs and three well-known Denver residents -- Bachelor contestant Ben Higgins, TV medical advisor Dr. Payal Kohli and fashion blogger Esther Leach.

“Colorado’s small businesses and workers have gone above and beyond to instill consumer confidence, and keep themselves and their communities safe during this challenging time,” said Governor Polis. “We continue to urge locals, and those visiting our beautiful state, alike, to continue to do their part to slow the spread of this deadly virus, and to help ensure we can all have a successful and safe winter season and build back stronger than before.”

The “Do Colorado Right” campaign is a departure from the Colorado Tourism Office’s typical inspirational winter travel campaign and is part of the office’s strategy this winter to mitigate major threats to winter tourism. The Winter Backcountry Safety campaign launched in December to equip enthusiasts, both seasoned and newcomers, to recreate safely and responsibly in Colorado’s vast outdoors and take the Backcountry Safety Pledge

“We saw an opportunity to leverage the CTO’s marketing might to keep Colorado communities safer and our ski slopes and tourism-related businesses open by mitigating the spread of COVID-19,” said CTO Director Cathy Ritter. “We are so grateful to these five well-known Coloradans for sharing these important messages Colorado-style, in ways that we hope will especially connect with the Millennials and GenXers who are leading the return to travel.”

Aimed at both Colorado residents and people actively booking travel to Colorado, the “Do Colorado Right” videos will be shared on the influencers’ social channels, through paid advertising and via CTO’s and Visit Colorado social channels, including Instagram and TikTok. Additionally, Dr. Kohli will host a live session via YouTube on Thursday, Feb. 11 at 2:00 p.m. MST to answer COVID-related questions from both Colorado residents and visitors.

“It’s an honor to support my home state and partner with the Colorado Tourism Office to share this important safety message,” said Ben Higgins, a contestant on season 20 of ABC’s The Bachelor and Denver restaurant owner. “We as a state depend so much on tourism. During this time it is important to enjoy all of the activities we are blessed to have here in Colorado in a smart and healthy way. I want to do my part to help keep Colorado safe, and this campaign highlights practical ways to do that.”

For more information and to see the “Do Colorado Right” tips and videos, visit


 ABOUT COLORADO: Colorado is a four-season destination offering unparalleled adventure and recreational pursuits, a thriving arts scene, a rich cultural heritage, flavorful cuisine and 28 renowned ski areas and resorts. The state's breathtaking scenic landscape boasts natural hot springs, the headwaters of seven major rivers, many peaceful lakes and reservoirs, 42 state parks, 12 national parks and monuments, 26 scenic and historic byways and 58 mountain peaks that top 14,000 feet. For more information or a copy of the 2021 Colorado Official State Vacation Guide, visit or call 1-800 COLORADO.

Follow Colorado on TwitterFacebookInstagram, and YouTube.

Media are invited to visit the Colorado Media Room for story ideas, news releases, image gallery, and other resources.