Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
For Australian travellers, Colorado brings to mind snowy slopes and winter getaways, but there’s so much more to explore once the snow melts. With world-class trails, stunning red rock landscapes, and vibrant mountain towns, the state offers incredible adventure beyond the ski season, especially for mountain biking enthusiasts.
Linkd Tourism set out to shift perceptions and highlight Colorado as a must-visit, year-round destination.
Action
A strategic collaboration between Flow Mountain Bike and Visit Colorado successfully merged premium storytelling with consumer engagement, activating across the website, social media, video, newsletters, and in-store.
Flow Mountain Bike travelled to Colorado to capture world-class mountain biking experiences, producing bespoke content tailored for Australian audiences. A high-impact consumer campaign was then delivered through a partnership with 99 Bikes, Australia’s largest bike retailer, featuring a mountain bike giveaway that significantly boosted engagement and reach.
To move audiences from awareness to consideration, the campaign included a call-to-action to contact Adventure World for Colorado trip ideas, and a dedicated email newsletter was sent to competition entrants, showcasing the best of Colorado to inspire travel planning.
The campaign helped position Colorado as a year-round destination for Australian travellers and thanks to our partners – Gunnison Crested Butte, Glenwood Springs, and Palisade – we were able to help bring Colorado’s incredible mountain biking destinations to life and ensured the campaign’s success.
Results
The integrated campaign with Flow Mountain Bike delivered exceptional results, exceeding performance targets across every major channel and reinforcing Colorado’s appeal to the mountain biking community.
A bespoke long-form article, “Welcome to Colorado – High Trails, Red Rock Descents & Giant Peaches”, outperformed expectations with 4,102 pageviews (103% to target) and solid time-on-page engagement. Our bespoke video content delivered 13,026 views (130% to target) with outstanding viewer retention, averaging 3 minutes and 13 seconds. Social media activity generated strong traction, with 93,317 impressions and a reach of 74,933 across Facebook and Instagram. Importantly, the content continues to generate organic traffic via Google and YouTube, adding lasting value as evergreen assets.
The 99 Bikes consumer giveaway amplified reach through a unique brand partnership, engaging over 350,000 people in-store (across their 63 retail stores nationally) and 962,000 people online.
The competition drove 8,688 entries—all whom are now subscribers to the Visit Colorado database—demonstrating high conversion and interest. We sent a strategically phased follow-up EDM to competition entrants to nurture leads by showcasing the broader Colorado travel experience, successfully shifting consumers from awareness to active consideration.
Overall, the campaign exceeded its objectives and played a key role in reshaping perceptions of Colorado as a vibrant, year-round destination.
