EconomyNewsState Agencies

New ad campaign shows tourists what Colorado is all about

Author: Joey Bunch - April 4, 2018 - Updated: April 12, 2018

Screen-Shot-2018-04-03-at-6.18.45-PM.png

DENVER — Can you hear that? It’s “The Voice of Colorado,” a new ad campaign unveiled this week to show tourists the beauty of our state, our people and even our music.

Part of the Colorado Tourism Office’s 6-year-old “Come to Life” campaign, the voice ads speak from cultural, urban and outdoor settings in 20 locations across the state.

The ads went national in digital advertising, magazines and on TV spots on cable and digital outlets this week.

“This latest interpretation of our brand showcases far more of what makes Colorado a destination that offers not only excitement and physical challenges, but a fascinating history and dynamic cultural scene,” state tourism director Cathy Ritter said in a statement.

“In so many ways, this campaign builds upon past success, while highlighting Colorado as a place where extraordinarily fun, inspirational and energizing experiences await for anyone who’s willing to give it a try.”

The locations chosen to paint a portrait of Colorado for visitors included Kokopelli Trail near Fruita, Mesa Verde east of Cortez, Durango’s Haviland Lake, Denver’s Red Rocks Amphitheatre, the Pawnee National Grassland in northeast Colorado among other iconic landscapes.

“Some come out west to beat the odds and find the sky is the limit,” the “Love Letter to Colorado” video says.

And it’s as if the campaigners didn’t waste a frame without plugging something uniquely Colorado, including such homegrown products as Topo Designs, Hala standup paddle boards, Zeal Optics eyewear and cycling brands Pearl Izumi, Moots and Panache.

And there are well-known Coloradans, as well:

  • Chad Jukes of Ridgway, one of the first climbers in the world to summit Everest on an artificial limb.
  • Brady Robinson of Boulder, executive director of The Access Fund, which advocates conservation of climbing areas.
  • Cyclist Cody Mann of Boulder, a brand ambassador for Mountain Standard.
  • Iron woman champion D’Arcy Toffolo of Lakewood.
  • Graciela “Chela” Garcia Irlando of Denver, the Colorado regional coordinator for Latino Outdoors.
  • Painter Stella Maria Baer of Denver.

The music also is made by Coloradans — Denver-based indie rock band Wildermiss under the direction of ColorWheel Music, a partnership of Devotchka’s Shawn King and The Fray’s Ben Wysocki.

“Colorado has a deep story to tell,” Matt Skinner, chairman of the Colorado Tourism Board and chief operating officer of the Colorado Flights Alliance, stated. “With this campaign, we’re able to tell every chapter of that story, including urban and cultural experiences, mountain adventure, the beauty of the plains and more.”

The Colorado Tourism Office also released its latest “Colorado Field Guide” this week. The online guide showcases more than 50 multi-day itineraries across the state.

You can read it by clicking here.

Joey Bunch

Joey Bunch

Joey Bunch is the senior political correspondent for Colorado Politics. He has a 31-year career in journalism, including the last 15 in Colorado. He was part of the Denver Post team that won the Pulitzer Prize in 2013 and is a two-time Pulitzer finalist. His resume includes covering high school sports, the environment, the casino industry and civil rights in the South, as well as a short stint at CNN.