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.
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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.”
Photo Credit: A scene from Colorado's tourism ad titled 'Awake.'
