MILLION DOLLAR CAMPAIGN TO PROMOTE DENVER AS HOLIDAY DESTINATION
The Mayor, joined by business leaders from throughout Denver, spoke at a press conference in the Cherry Creek Shopping Center. The event kicked off Mile High Holidays, a million dollar promotional campaign entering its fifth year of marketing Denver as a holiday destination. Sponsored by VISIT DENVER, The Convention & Visitors Bureau, the City of Denver and more than two dozen other partners, the integrated campaign includes a dedicated Web site, Internet promotions, radio and television commercials, direct mail, regional newspaper ads, regional magazine ads, outdoor boards, RTD ads and newspaper inserts. A total of $500,000 is being invested in the campaign, which through media partnerships and in-kind services will create a campaign valued at more than $1 million.
New this year is an added program entitled “Jumpstart Tourism.” Sponsored by VISIT DENVER, it includes additional regional advertising and publicity promotions in the nearby areas of Colorado Springs, Pueblo, Fort Collins, Grand Junction, Cheyenne and Casper, all designed to increase impulse travel throughout the winter. The two campaigns are expected to generate more than 10 million positive impressions about Denver during the holiday season.
Mile High Holidays – in its fifth year – is a collaborative marketing program to increase the overall number of visitors to Denver. Participating entities include: VISIT DENVER, the Downtown Denver Partnership, the Cherry Creek Shopping District and the City & County of Denver. The joint campaign will allow the partners to reach more people than any partner could reach on its own with information about Denver’s holiday activities and the terrific seasonal bargains offered by Denver merchants.
VISIT DENVER president & CEO Richard Scharf stated, “Denver is the cultural, shopping, nightlife, dining, sports and entertainment capital of the Rocky Mountain West. This campaign encourages families throughout the region to start a tradition of coming to the big city during the holiday period to see the Parade of Lights, take a carriage ride down the 16th Street Mall, listen to the bells at the City & County building, see the massive holiday displays at shopping centers like Cherry Creek, take in a performance of The Christmas Carol, cheer on the Avs and the Nuggets at the Pepsi Center and dine in some of our outstanding restaurants. Fifty-five of our hotels are offering incredible rates that make it economical to stay in the city to enjoy many of these events,” Scharf said.
“We all could use a little TLC in today’s current economy,” said Tamara Door, President & CEO of the Downtown Denver Partnership. “We’re doing our best to give this to our shoppers through initiatives like the Downtown Denver Deal Card that offers discounts and freebies at a wide variety of participating merchants and attractions.”
As part of the cooperative Mile High Holidays promotion, VISIT DENVER, the Downtown Denver Partnership and the City combined to create one comprehensive Web site, www.MileHighHolidays.com.
The Web site has complete information about all holiday events, from the Parade of Lights to the National Western Stock Show & Rodeo, as well as information on shopping, parking and hotel specials, including New Year’s Eve packages. More than 55 Denver hotels have agreed to offer special rates for the holiday season, including 18 that have rates starting at the “mile high” price of $52.80 per room during November 2008 through January 2009.
2008 Mile High Holidays Marketing Campaign Includes:
· Campaign target markets include: Colorado Springs, Grand Junction, Pueblo, Fort Collins, Greeley, Cheyenne, Laramie, Casper, Scottsbluff, Lincoln, Omaha, Wichita, Salt Lake City and Albuquerque, as well as Metro Denver and mountain resort destinations.
· Nearly one hundred 30-second and 15-second commercials on KCNC-CBS 4.
· Radio spots on: KOSI, ALICE and The MOUNTAIN. Additional on-air regional radio promotions include Denver weekend getaway prizes.
· Print advertising in the Denver Post and Rocky Mountain News.
· A full color, 6-page newspaper insert in 500,000 targeted households in the region. Markets include: Albuquerque, Colorado Springs, Fort Collins, Pueblo, Greeley, Grand Junction, Laramie, Casper, Cheyenne, Lincoln, Scottsbluff, Omaha and Wichita.
· A direct mail campaign to 150,000 targeted households in similar regional markets.
· Magazine ads in AAA Encompass and 5280 Magazine.
· On-site promotions with partners such as King Soopers in 144 store locations and Kroenke Sports during Pepsi Center events.
· Online marketing ads on sites including Travelocity and City Search, as well as Google key word buys.
· Special publicity promotions at public events in Pueblo, Colorado Springs and Fort Collins.
· Print, broadcast and online advertisements targeting multicultural audiences via La Voz, El Semanario, Urban Spectrum, Entravision TV and radio partner stations.
· CBS Outdoor billboards in Metro Denver, Pueblo and Colorado Springs.
· 60 ad placements on RTD mall shuttles and light rail promoting Mile High Holidays.
· A publicity campaign with holiday releases sent to more than 1,800 media outlets across the nation.
Another new element to Denver’s winter marketing campaign this year is a local promotion being developed by VISIT DENVER under the banner, “Jumpstart Tourism.”
“With the economy the way it is, we feel that many people in the region might be foregoing holiday and winter travel plans this year, so we want to advertise to them that they can still have an economical and exciting ‘stay-cation’ by coming to Denver for an overnight stay,” Scharf said.
The campaign is geared at residents of Colorado Springs, Pueblo, Fort Collins, Grand Junction, Cheyenne and Casper to encourage them to take advantage of hotel rooms starting at a price of $52.80 and come to Colorado’s capital city for a quick getaway. Free Denver trips, Denver Nuggets tickets and other give-a-ways are being offered on 20 radio stations in these markets, while Denver publicity events are being staged at celebrations such as the Turkey Trot in Colorado Springs, the Holiday Lighting Extravaganza at the Riverfront in Pueblo, a CSU Ram’s football game in Fort Collins and Cheyenne’s annual food-drive campaign.
“People in the region certainly know about Denver, but they may not know just how many museums we have or the diversity of entertainment, culture, dining, nightlife and sports that the city now offers,” Scharf said. “We feel that in this economy, offering them a reminder of all Denver has to offer, coupled with some incredible deals, will lead to impulse travel to the city,” he said. The campaign will run through December.
Partners in Mile High Holidays
A number of organizations joined together in 2008 to market Denver as holiday getaway destination including:
· City & County of Denver
· VISIT DENVER, The Convention & Visitors Bureau
· Entercom radio
· Entravision TV and radio
· King Soopers
· Denver Newspaper Agency
· CBS Outdoor
· Denver Center for the Performing Arts
· Cherry Creek Shopping Center
· Cherry Creek North
· Kroenke Sports
· Downtown Denver Partnership
· National Western Stock Show & Rodeo
· Grand Hyatt Denver
· Denver Art Museum
· Downtown Aquarium
· Anheuser-Busch, Inc.
· Writer Square
· Denver Pavilions
· Larimer Square
· Tabor Center
· 55 Metro Denver hotels
About VISIT DENVER, The Convention & Visitors Bureau
Celebrating 100 years of promoting the Mile High City, VISIT DENVER is a nonprofit trade association that contracts with the City of Denver to market Denver as a convention and leisure destination, increasing economic development in the city, creating jobs and generating taxes. Tourism is the second largest industry in Denver, generating $2.9 billion in annual spending in 2007, while supporting 65,000 jobs. For more information on Denver call 800-2-DENVER or visit Denver’s official Web site at VISITDENVER.com.