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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

Free Report: The Megatrends Defining Travel in 2015

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.”

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