'Let's Talk Colorado' Campaign Set to Reposition the Colorado Brand

DENVER, (March 13, 2007) - The Colorado Tourism Office (CTO) has launched a dynamic new spring campaign as part of its $19 million budget for tourism promotion.  The new marketing program will seamlessly integrate the state's advertising and public relations efforts and reposition the Colorado brand to key target audiences.

'The state's marketing budget has never before enabled us to create such a dynamic campaign.  We are confident that this new program, and the added funding, will allow us to penetrate more markets and make a major impact among Colorado's key audiences,' said Kim McNulty, Colorado Tourism Office division director.

The new advertising campaign, dubbed 'Let's Talk Colorado,' was created by the CTO's marketing communications firm, MMG Worldwide.  The strategy behind the campaign aims to create an emotional connection with key audiences. 

'Let's Talk Colorado' begins with a $6.9 million spring/summer campaign designed to increase Colorado's brand awareness and drive visitation among key target segments, including: families, affluent travelers and couples, as well as mature and active travelers.  Based on market potential and database analysis, the campaign will target key areas such as Boston, Minneapolis, New York, Phoenix, San Diego, San Francisco, Washington, DC, among other markets.

The spring/summer ad campaign dedicates 32% to online, 27% to broadcast (including television and radio), 26% to magazines, 7% to newspapers, 6% to direct marketing and 2% to search engine marketing.  The following demonstrates the major media strategy shift in the state's tourism advertising.

• Greater focus on television, including regional and national cable networks;
• Significant increase in online media, including travel planning and booking websites; lifestyle and niche sites;
• Radio campaign features varied:10-second spots with call to action, which will run during drive time day parts in key markets;
• Increase in segmented magazine buys in more than 30 magazines, including AAA publications, women's magazines, city magazines, travel publications, etc.;
• Use of direct and search marketing programs, focusing on qualified traffic and conversion.

The print ads also utilize new creative treatments, including new images with the 'Let's Talk Colorado' tagline at the top and the call to action information prominently placed at the bottom.  Online content incorporates fresh creative within rich media and animated and static banner ads to encourage click-through visitation to www.Colorado.com.