Press Release: Colorado Tourism Office
November 16, 2001
DENVER, CO -- The Colorado Tourism Office (CTO), the Denver Metro Convention and Visitors Bureau (DMCVB) and American
Express have teamed up to implement a multi-layered co-op marketing campaign aimed at inspiring winter travel to
Colorado. The marketing plan includes a newspaper insert, a direct mail piece and an e-mail newsletter.
The copy on the front insert reads, ``Be an adventurer, a dreamer, a cowboy, a climber, a connoisseur, a poet,
an explorer, a hopeless romantic and more ... in a setting where the possibilities can be endless.'' Four color
images, depicting Colorado's culture, history and outdoor winter activities are underscored by the phrase ``Colorado.
Anything's possible.'' Another page of the insert is dedicated to visitor information about the city of Denver
and includes a partial calendar of events.
One point-two million, color newspaper inserts will appear in leading newspapers across the country between November
2001 and January 2002. Those publications include: Chicago Tribune, Dallas Morning News, Arizona Republic and Kansas
City Star. Because of the September terrorist attacks, the publications mix has been adjusted to also include regional
markets.
``This insert has been extremely well-received in years past by consumers and industry partners,'' says Bill Jensen,
chair of the Colorado Tourism Office board of directors. ``This is a proven campaign and it is a great example
of how the CTO can work with public and private partners to generate new visitors to Colorado.''
In addition to the newspaper inserts, the campaign features a direct mail piece, which will be sent to a highly-targeted
database of 25,000 people who will be selected based on key demographic and spending criteria. The final component
of the campaign is the distribution of 35,000 e-mail newsletters, which will be sent to consumers with specific
travel habits and who have requested travel information via e-mail. The newsletter will contain information on
the hottest, up-to-the minute offers and information for planning winter travel to Colorado, and drive consumers
to the Colorado.com and Denver.org Web sites.
Colorado vacation information, including lodging, transportation, dining, attractions and recreation, is available
at www.colorado.com , or call 1-800-COLORADO for your free Official State
Vacation Guide.
SOURCE: Colorado Tourism Office