CTO outlines 2003 ad campaign
SUMMIT COUNTY – State tourism officials are hoping big words and vivid photos will lure visitors to the state to see its hidden treasures.
It’s part of the Colorado Tourism Office’s (CTO) $2.4 million advertising plan for 2003, which was unveiled at the Governor’s Tourism Conference in Grand Junction last week. The $2.4 million is part of the $5.7 million allocated to the CTO through the state’s general fund.
The print campaign, which begins in February, includes ads that capture the essence of Colorado with vibrant words and images. The ads feature stunning Colorado settings, punctuated by a single word in large print surrounded by smaller subtext.
For example, one ad showcases a log cabin nestled among trees under a blanket of stars and reads: “It’s like singing a LULLABY to your inner child.” The smaller text reads, “Scenery, adventure, history, arts, culture, big cities, small towns, a big glass of warm milk and a kiss on the forehead for your stressed-out soul. For details on unique, wonderful places to sleep, eat, relax or adventure – including some that may surprise you – visit Colorado.com or call 1-800-Colorado.”
Another ad features a raft charging down a river with the headline, “The phrase WEE-HOOIE somehow leaps to mind.” The subtext reads, “Scenery, adventure, history, arts, culture, big cities, small towns, a cold splash in the face and a life-changing plunge into the good stuff.”
Other ads apply the same treatment to various state attractions and activities, including mountain climbing, canoeing, whitewater rafting and historic train rides. The year-round campaign targets families; “affluent, passionate” travelers and active outdoor enthusiasts. The ads are designed to inspire people to consider Colorado vacations and to drive them to the Web site for detailed planning information. The ads will appear in national and regional magazines in an attempt to target markets in Albuquerque, N.M. Dallas, Chicago, Houston, Los Angeles, Omaha, Neb. and Salt Lake City.
“We know who we want to reach, where they live and what influences their travel choices,” said Sarah MacQuiddy, chair of the CTO board. “Our consumers want to see ordinary people doing ordinary activities in Colorado’s extraordinary settings. These ads bring potential visitors as close to Colorado as you can get from the printed page.”
Other parts of the marketing campaign include Internet banner ads and newspaper inserts. It also offers opportunities for the CTO to partner with other tourism industry members on media buys, expanding the reach and cost-effectiveness of the campaign.
These full-page advertisements feature a scenic shot of Colorado and a headline reading, “So much COLORADO, so little time” and will include smaller, inset ads from two to six industry partners along the bottom half of the page.
Additionally, CTO officials plan to work with the media to keep Colorado in the forefront of travelers’ minds. Those efforts will include a customer relation marketing program that allows CTO officials to address consumers through an e-newsletter. An optional e-mail outlining events and festivals is also available.
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