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Campaign Imminent: Colorado Travel hires two agencies, spend increases imminent

O'Dwyer's. It previously worked on Colorado Tourism's PR account, but lost the work in 2016.

At the same time, the tourism board renewed its contract with RFP that was issued in December.

The Come to Life" initiative, which typically uses broadcast, print, digital and social. 

With that in mind, sellers with high ROI through those channels should see what revenue they can secure from the campaign. Afterwards, keep an eye on a summer 2020 campaign since the tourism board always releases campaigns for the summer and winter. It is worthy to note, though, that the summer is a busier period for the tourism board, so it spends more on the summer campaign.

The aforementioned marketing documents also reveal that the tourism board plans to develop co-op marketing initiatives and to build a more unified ski-industry to help it gain more awareness than competitors (it lists its top competitors as California, Arizona, Nevada, New Mexico, New York and Florida). You may also be able to secure revenue from these initiatives.

The tourism board's main demographic is travelers (business and leisure) A25 to 64 with an HHI of $75k+ and an "adventurous spirit," according to the marketing documents These will be out-of-state travelers since none of 2019's $11m marketing budget has been dedicated to in-state advertising. Know that that marketing budget is about a $200k increase from that of 2018, so spend increases are imminent.

iSpot reports a YTD national TV spend of $98,214 placed on a diverse array of programming (see targeting right). Spend in the same timeframe of 2018 totaled $84,617, full 2018 spend totaled $93,196 and spend in 2017 totaled $156,363.

Adbeat reports digital display over the last 12 months has totaled $120k and been placed primarily via Google (53%), direct buy (24%) and Sharethrough (7%) onto sites like opensnow.com, foodnetwork.com, travelchannel.com, inspiremore.com and expedia.com. Ads over the last 24 months have totaled $347.1k and been placed primarily via Google (47%), direct buy (39%) and Sharethrough (7%) onto sites like xfinity.com, opensnow.com, hurriyet.com.tr, foodnetwork.com and fanatik.com.tr.