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Timing - Spring 2001
Objective
The State of Colorado Tourism Office (the state’s tourism bureau) was interested in exposing active-minded travelers to
the great diversity of summer-time adventure destinations within their state. Through their agency, Gen-A Marketing was
engaged to develop a series of strategies in targeting the Generation-Active audience within top "feeder" metros outside
of Colorado.
Solutions
Gen-A Marketing developed and executed a series of activities including:
- Raising awareness through Gen-A Network magazines that Colorado is a great and accessible summer-time
destination for active travelers.
- Provoking further consideration of active travel to Colorado through response-driven marketing applications
via online and print. Consumers were encouraged and incentivized to order Colorado adventure travel materials
tailored to the active consumer’s interests.
- Partnering with outdoor lifestyle manufacturers to create a regionally-based sweepstakes promotion that
further extended the consumer reach and appeal of the program.
- The creation, promotion and execution of a full-day long Colorado Adventure experience in Los Angeles and
Dallas that included adventure sport contests, competitions And product demonstrations which attracted thousands
of locally-based active travelers.
Results
Early on, the Colorado Tourism Office realized the strong potential of promoting to and attracting the
active affluent consumer segment known as “Generation-Active”, but did not have the expertise or the
capabilities to reach and influence this audience. Partnering with Gen-A Marketing and utilizing the
reach of the Gen-A Network magazines, we were able to develop a regionally focused experientially-
based approach to recruit new prospects to consider visiting Colorado.
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