COLORADO TOURISM

Come to Life

Overview

Colorado is not just a state. It’s a symbol of what it means to get off your couch. To live your life. To believe that happiness is out there, waiting for you to find it. We set out to tell that story with a team of writers, designers, photographers, filmmakers, musicians, composers, actors and recording artists.

The campaign included an original score recorded by the Colorado Symphony. And footage and photos shot everywhere from Telluride to Fort Collins. We didn’t just tell Colorado’s story. We’d written a new one, as hundreds of locals came together to help us tell the whole nation how it feels to visit our home state.

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Making the Work

The media strategy turned what the state had been doing on its head. Instead of pursuing reach, we focused spending on key markets like Houston, Chicago and Dallas. The media mix included traditional tactics like TV, banner ads, billboards, and magazine advertising. And we also took advantage of RFI tagging, which let TV viewers order guides with one click, as soon as they saw our spots

In addition to cutting 30-second broadcast spots, we created a selection of films, each of which conveys Colorado in its own way. We made 15s for banner ads. And two 30s for film festivals and nature lovers. And 60s that were shared among Colorado natives and bloggers.

“Spots were shared more than a million times on YouTube.”

The Impact

The campaign reached millions of people. The spots were shared on YouTube more than a million times. Most importantly, it brought people to Colorado. The Denver Post wrote, “Research found that the Colorado Tourism Office's $4.5 million "Come to Life" television and print ad campaign,

which ran in target markets in April, May and August, stirred $898 million in spending in the state. That doubles the return on investment from previous ad campaigns.”

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