By: Karsh Hagan
2016 Colorado Tourism Campaign Story
What life is all about
We set out to capture what it really feels like to visit Colorado. It’s not just about the things you do. But the realization that this is what life is all about.
We covered Colorado
Filming across the state with Camp4 Collective, we captured moments you could never plan. We covered Colorado from the western slope to the southeast plains, featuring hot springs and horses, fishing and hiking, two national parks and a national monument.
Telling the story
When our team moved into production, we wanted to use Colorado talent to tell this story. For television and online video, our goal was to tell visual stories that rose above the clutter and delivered a real emotional impact. We worked with Shawn King of Denver band DeVotchKa to find the perfect band because we knew the right music would be essential. Together, we found Shady Elders, a Colorado band. They recorded custom versions of their songs for us to pair with each video. We also selected a Colorado editor, voice talent, and audio production house.
We continued telling the story across print, digital and out of home advertising, including a takeover of Chicago’s Union Station.
In 2015, Colorado set all-time records for total visitors, visitor spending and tax generation. This was the fifth year of consecutive growth for Colorado tourism, dating back to 2011 when Karsh Hagan won the account.
Colorado welcomed 77.7 million travelers in 2015, for a 31 percent increase over five years, compared with a 16 percent national average. This generated a record $1.13 billion in state and local tax generation, a 7.8 percent increase over last year.
“The continued success of the Colorado Tourism Office’s ‘Come to Life’ campaign results from the combination of connecting with and inspiring consumers at a personal level and having a media plan that effectively gets the message to a national audience,” said Denise Miller, executive vice president of SMARI, in a CTO press release. “As a result, the CTO has achieved one of the highest ROIs of any destination nationally.”
Our team can’t wait to get the results back from our 2016 campaign. We think working with the Colorado Tourism Office is a privilege. Every day we get to promote the best product on earth—the state of Colorado.
-Dave Fymbo, Senior Copywriter