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.”
Subscribe to Skift Pro to get unlimited access to stories like these
{{monthly_count}} of {{monthly_limit}} Free Stories Read
Subscribe NowAlready a member? Sign in here
Subscribe to Skift Pro to get unlimited access to stories like these
Your story count resets on {{monthly_reset}}
Already a member? Sign in here
Subscribe to Skift Pro to get unlimited access to stories like these
Already a member? Sign in here