Colorado Tourism Office
How do you make a state a symbol for a lifestyle while celebrating the people, places, and peaks that mark its culture? Here’s how we made Colorado Come to Life.
The Challenge.
How do you make Colorado synonymous with living an adventurous life?
Not one marked only by summits, but one with depth, experiences that move, and people that inspire? Weave a hyper-local campaign, sourced, written, and directed by local writers, designers, photographers, filmmakers, composers, and add in a score recorded by the Colorado Symphony.
Recognized as an industry changer by WHO, the Come To Life Brand has produced over $20B in visitor spending.
The Results.
“Research found that the Colorado Tourism Office's $4.5 million ‘Come to Life’ television and print ad campaign stirred $898 million in spending in the state. That doubles the return on investment from previous ad campaigns.” -The Denver Post
- Colorado's share of marketable leisure travelers rose from 18th largest to 9th largest in the U.S.
- Shifted the industry paradigm, turning travel from a physical activity to an emotional and transformative experience. - Brand + Lever.
- Influenced $20B in visitor spending since FY13.
- Campaign-high ROI of $742/1
- Bronze HSMAI Adrian Award in 2015.
- Ranked in the top 10% of all state tourism creative in the nation by SMARI.
