Colorado Tourism Office Unveils Fresh Strategy Behind Its ‘Come to Life’ Campaign
DENVER (April 3, 2018) ─ With its successful “Come to Life” campaign entering a sixth year, the Colorado Tourism Office (CTO) today unveiled a new strategy aimed at painting a richer portrait of Colorado travel, showcasing dozens of fun moments in cultural and urban as well as outdoor settings. Incorporating images from nearly 20 stunningly scenic locations across the state, the new campaign aims to express “The Voice of Colorado.” It starts to unfold this week to a national audience with digital advertising, magazine placements and TV spots on cable and digital outlets.
“This latest interpretation of our brand showcases far more of what makes Colorado a destination that offers not only excitement and physical challenges, but a fascinating history and dynamic cultural scene,” CTO Director Cathy Ritter said in debuting the campaign at a VIP media reception at Zeppelin Station in Denver.
“In so many ways, this campaign builds upon past success, while highlighting Colorado as a place where extraordinarily fun, inspirational and energizing experiences await for anyone who’s willing to give it a try, ” she said.
The campaign incorporates breathtaking photography of the state up close as well as magnificent aerial shots from locations as diverse as the Kokopelli Trail near Fruita, Durango’s Haviland Lake, Denver’s Red Rocks Amphitheatre and the Pawnee National Grassland in far northeastern Colorado.
While highlighting the breadth of Colorado travel opportunities, the campaign also creates a showcase for Colorado innovation and talent, including Colorado outdoor brands Topo Designs, Hala standup paddle boards and Zeal Optics eyewear along with cycling brands Pearl Izumi, Moots and Panache.
Central to the campaign’s message is a diverse collection of Colorado residents enjoying the pursuits they say make them feel more alive, including:
- Chad Jukes of Ridgway, one of the first climbers in the world to summit Everest on an artificial prosthesis.
- Climber Brady Robinson of Boulder, executive director of The Access Fund, an advocacy organization focused on conserving climbing areas.
- Pro cyclist Cody Mann of Boulder, brand ambassador for Mountain Standard.
- Pro iron woman D’Arcy Toffolo of Lakewood.
- Graciela “Chela” Garcia Irlando of Denver, Colorado regional coordinator for Latino Outdoors.
- Painter Stella Maria Baer of Denver, whose work has been featured in major publications and public collections; her 48 Moons mural is on the patio of Call, a restaurant in the RiNo Arts District in Denver.
Even the music incorporates top Colorado talent, featuring Denver-based indie rock band Wildermiss under the direction of ColorWheel Music whose partners are Devotchka’s Shawn King and The Fray’s Ben Wysocki.
“Colorado has a deep story to tell,” said Matt Skinner, chairman of the Colorado Tourism Board and chief operating officer of the Colorado Flights Alliance, “and with this campaign we explore many chapters of that story, including urban and cultural experiences, mountain adventure, the beauty of the plains and more.”
Also this week, the Colorado Tourism Office is introducing the latest edition of its Colorado Field Guide, an online collection of more than 50 multi-day itineraries guiding travelers to fun and exciting experiences in all four corners of the state.
National tourism research firm SMARInsights of Indianapolis has consistently ranked the CTO’s “Come To Life” marketing campaign among the top 10 percent nationally for inspiring travelers to want to visit and to learn more about the state, as well as for cost-effectiveness. The CTO developed the campaign with its agency of record, Karsh Hagan of Denver.
In 2016, Colorado welcomed 82.4 million visitors to the state who spent $19.7 billion and generated $1.2 billion in state and local tax revenue. The strong gains in visitor numbers pushed Colorado’s share of marketable leisure travelers – who are the target of the state’s “Come To Life” marketing campaign – to 3.1 percent, up from 2.8 percent in 2015. With that increase, Colorado’s market share rank rose from 13th place to 9th place nationally for 2016.
To view the campaign’s new print ads, TV spots and to learn more about its featured Colorado talent, gear, music and destinations, visit http://industry.colorado.com/how-we-promote-colorado.
Colorado is a four-season destination offering unparalleled adventure and recreational pursuits, a thriving arts scene, a rich cultural heritage, flavorful cuisine, and 27 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, 12 national parks and monuments and 58 mountain peaks that top 14,000 feet. For more information or a copy of the 2018 Colorado Official State Vacation Guide, visit www.COLORADO.com or call 1-800 COLORADO.
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