Colorado Tourism Office
As the Colorado Tourism Office’s agency of record for all offline/online advertising, web development and public relations, MMGY was able to build a results-driven, tightly integrated marketing effort designed to increase visitation to the state. Drawing insight from various research sources, we created a brand that reinforced the epic beauty and easy access to the multitude of experiences found in the state, and by using every marketing channel increased customer engagement with Colorado in every part of the traveler lifecycle. MMGY’s integrated marketing efforts resulted in a 14% increase in visitor spending. In addition total inquiries increased by 374%, total web sessions were up 377% and total leads generated up 220%, when compared to before MMGY took over the account.
Web Development
All media efforts drove traffic to the newly designed website. An innovative “visual mosaic” navigation element brought the brand experience to life, positioning Colorado as an all-season vacation destination with exceptional values. The site experienced an 86% increase in the number of web sessions and a 56% increase in the number of site visitors.
A fully integrated mapping system was developed to help travelers plan their complete adventure.
The Colorado Live microsite provided a calendar of events happening around the state and a video feed of past concerts held at Red Rocks Amphitheater.
Mobile
A mobile site was created that provided visitors with proximity-based information and offers.
Social Media
A comprehensive social media effort was created. Colorado went from being ranked 29th in the state DMO social rankings to being ranked 2nd.
MMGY created “Snow at First Sight,” a global online search for three people who had never experienced snow. The winners documented their three-month Colorado vacation via the microsite and social media networks, allowing people to follow their experiences in Colorado. The ROI was more than 20 to 1, garnering more than $4 million in advertising equivalency and more than 400 million media impressions.
Public Relations
To position Colorado as an all-season destination to time-pressed media and consumers, MMGY created “Let’s Talk the Many Seasons of Colorado,” an experiential event held in Madison Square Park in New York City. The goal was to represent all four seasons of Colorado with activities and options to showcase a diverse visitor experience. We returned an ROI of more than 10 to 1, garnering more than $1.3 million in advertising equivalency and more than seven million media impressions.
The brand campaign focused on the one-of-a-kind experiences and moments you could only see and do in Colorado.
Broadcast
eCRM
An extensive eCRM program segmented Colorado visitors by affinity groups in order to provide relevant and timely information about the state.
Promotion
Studies show that travelers who stop at a Colorado Welcome Center stay longer and spend more money. MMGY created a Mercury award-winning campaign that drove traffic to the centers by designing a limited-edition series of t-shirts that could only be ordered online and picked up at a Welcome Center.