Destinations

Colorado sees $900 million boost in tourism spending thanks to successful ad campaign

Excerpt from Denver Post

Jan 17, 2013 1:03 am

Skift Take

A number of states are testing new marketing strategies in targeted-city campaigns, and benefitting from the ads that engage visitors in a different and deeper way.

— Samantha Shankman

Latest Report: The Future of the Aircraft Cabin

A scene from Colorado's tourism ad titled 'Awake.'


The images of cascading waterfalls and contented families plucking wildflowers seem to have worked.

Research found that the Colorado Tourism Office‘s $4.5 million “Come To Life” television ad campaign, which ran in target markets last April, May and August, stirred $898 million in spending in the state. That doubles the return on investment from previous ad campaigns.

“Any campaign is a combination of ad creative and in-market execution, and the combination really paid off big time for us,” said Al White, director of the state’s tourism office. “It was really dramatic to see what happened.”

Read the Complete Story →

Tags: ,

Next Up

More on Skift

Flight Searcher Skyscanner Launches Hotel-Only App
Delta Drops In-Flight Duty-Free Business
Hotels Make Taking a Selfie an Entire Vacation Experience
3 Reasons Travelers Should Be Excited About Airline Merchandizing Trends