Visitors to Colorado may know about skiing and the Denver Broncos, but thanks to a new marketing campaign, they may discover the “Unsinkable Molly Brown” and that the song “America the Beautiful” was inspired by the view from Pikes Peak.
City and airport officials have plastered Denver International Airport with banners and signs showcasing some of Colorado’s most famous landmarks and people. The effort is part of an overall spruce-up at DIA in time for the Democratic National Convention and will remain in place through the end of the year.
“We wanted to put our best foot forward. We considered what we are — the first thing people see when they get here and last thing when they leave — so we wanted to make a good impression,” DIA spokesman Chuck Cannon said. “We have these signs in the terminal and the concourses. We’ve replaced the carpeting in the terminal and Concourse A and C, and installed the moving walkway in Concourse C.”
Cannon would not give a price tag on the signs or enhancements, saying they were part of previous plans but were moved up because of the DNC.
There are about 22 different 3-foot- by-8-foot signs in the terminal. The goal is to give visitors — particularly first-timers — a taste of what Colorado has to offer.
“All of us looked at the list of opportunities, both historic and current, and we wanted to present a focus on Denver’s rich history and diversity,” said Steve Sander, director of strategic marketing for the city of Denver.
Many of the signs highlight attractions and facts that locals may yawn at, such as Denver being exactly 1 mile above sea level, with the exact point on display on the steps of the Colorado Capitol and in a row of purple seats at Coors Field. There’s also a prominent display of some characters from “South Park,” the hit cartoon based in Colorado, which is also home to its creators, Matt Stone and Trey Parker.
There’s also information about Pikes Peak, the National Western Stock Show & Rodeo, Five Points, the 10th Mountain Division and the state’s rich mining and railroad history.
Sander said the idea behind the signs was inspired by Mayor John Hickenlooper, who “thought it would be nice to give people a smattering of interesting things” that tie back to Denver’s 150th anniversary that will be marked Nov. 22.
The signs were installed at the airport in mid-July.
For Mark Mock, president of Denver-based design firm Mark Mock and Associates who led the design effort, the biggest challenge was getting everyone — airport and city officials, and the design and production firms — to agree to only 22 posters.
“It was very difficult … because (Colorado) is such a rich area,” he said.
Mock and Sander said the signs have been well received. Both reported seeing people taking photos next to the signs or walking up to get a closer look.
As another promotional effort, a 75-second video starring Hickenlooper and showing many of the state’s attractions will air on all United Airlines flights this month.
Kimberly S. Johnson: 303-954-1088 or kjohnson@denverpost.com
