Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
Since the easing of Covid-19 lockdowns, the travel market became saturated with destinations vying for attention from trade partners to promote travel to their locales. Many destinations were conducting sales missions in key capital cities, and the challenge for the Colorado Tourism Office was to distinguish itself in this competitive environment.
Action
To differentiate Colorado in the competitive travel market, the Colorado Tourism Office partnered with Adventure Entertainment during the Mountain Film on Tour series in Australia and New Zealand.
As the major destination sponsor, Colorado was featured prominently throughout the tour, which originates from Telluride, Colorado. The initiative included hosting 11 VIP trade and media events in Auckland, Brisbane, Melbourne, and Sydney, scheduled just before the film screenings. These events provided a unique blend of consumer engagement and exclusive networking opportunities. Three of the films showcased in the series were based and filmed in Colorado, further highlighting the destination. The campaign also involved a major prize giveaway of a holiday to Colorado, including tickets to the Mountain Film in Telluride.
Seven in-destination representatives joined the Colorado Tourism Office for the mission, ensuring comprehensive representation.
The campaign extended to digital and print advertising, with full-page adverts in Chillfactor magazine, a competition feature in Wild Magazine, and a dedicated Colorado EDM sent to the Adventure Entertainment database.
Results
The campaign achieved significant engagement and visibility for Colorado as a travel destination.
Over 800 consumers attended the Mountain Film showings, with Colorado prominently featured as the destination sponsor. This presence not only increased brand awareness but also fostered a strong connection with the audience.
Additionally, more than 150 agents and media participated in the VIP events, where they received comprehensive training on promoting Colorado as a tourism destination.
The campaign generated considerable media interest, securing nine pieces of trade media coverage. Importantly, the impact on consumer perception was profound, with 90% of attendees reporting that the event inspired them to travel, and 60% expressing plans to visit the USA within the next two years.
