The Convention & Visitors Bureau is launching a $2 million consumer advertising campaign marketing the Mile High City as a summer tourism destination, the bureau announced today.
The campaign’s slogan is “Denver’s Summer of Adventure.”
Magazine ads will show a variety of vacation options available in Denver, juxtaposing urban scenes with mountain adventures.
One has a picture of Coors Field and a photo of hiking at Red Rocks with the headline, “There’s Out of the Park. And Way Out of the Park.”
Another shows scenes of dining at Larimer Square and views of the city with the backdrop of the snowcapped Rockies with the headline, “Fresh Ingredients. And Fresh Air.”
Not only will the campaign use magazine ads, but it will also use advertising in newspapers, radio, billboards, transit and the Internet.
“The advertising campaign focuses on Denver’s unique position as a city that offers two vacations in one,” said Richard Scharf, president and CEO of Visit Denver. “We have an exciting, affordable, urban center with cutting edge cuisine, vibrant arts and cultural offerings, great professional sports, a strong western heritage and great value – all just minutes from exciting day trips to the Rocky Mountains.”
The bureau’s new website, , allows visitors to pick from more than 100 urban and day trip adventures.
Magazine ads will appear in Travel & Leisure, Food & Wine, Oprah and AARP. Regional ads will target audiences in Phoenix, Dallas and Kansas City.
Research done in 2010 showed that every dollar invested in advertising generated $79 in visitor spending and nearly $6 in local tax revenue.
Howard Pankratz: 303-954-1939 or hpankratz@denverpost.com.
