VISIT DENVER
You Deserve Some Denver
VISIT DENVER was faced with the fact that the urge to travel was still building, but most travelers were still on the fence due to Covid concerns. According to the "Undertone Travel Study" measuring traveler sentiment in May of 2020, 62% of travelers said that messages of "Safety/We will protect you" were most inspiring to them. As a result, we needed to remind travelers that Denver's inherent "openness" made it the ideal destination to safely reconnect with everything they love about travel and exploration.
Our Role
- Integrated Brand Strategy
- Data/Analytics Research
- Media Strategy
- Digital Advertising
- Radio Advertising
- Creative Strategy
- Creative Production
The Strategy
Our creative campaign originated with empathy for travelers in their current experience--like being stuck at home with cabin fever--and transitioned to a proposition of "You Deserve Some Denver", strategically showing travelers how Denver was perfectly suited for a safe escape. Specifically, we showed travelers that Denver is an outdoor city with safe dining, culture, beauty, and year-round activities. We invited them to experience and enjoy all of the unique amenities Denver still had to offer —like award winning restaurants with outdoor space, an unmatched craft beer and beverage scene with world-class patios, outdoor recreation opportunities, 300 days of sunshine and world-class cultural attractions.
The Results
- 53.2% of people surveyed said they were "more interested" or "much more interested" in visiting Denver after seeing our ads (Destination Analysts)
- 66.1% of people surveyed had a "positive" or "very positive" first reaction to our advertisement (Destination Analysts)
- 65.1% of people surveyed said our description of Denver having "more room", being "open" and as an "outdoor city" was "appealing" or "very appealing" (Destination Analysts)