Sponsored by VISIT DENVER, the City of Denver and more than two dozen other partners, the integrated marketing campaign hopes to encourage visitors from throughout Colorado and the Rocky Mountain region to come to Denver during the holiday period, which for the sake of the campaign runs from late November through January 2012.  The campaign includes a dedicated website, 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 generate an advertising value of more than $1 million.  


Denver Mayor Michael B. Hancock stated, “While the holidays are a magical time of year, we recognize it is also a critical time for many businesses in Denver. The Mile High Holidays campaign continues the City's commitment to supporting and growing our local businesses by partnering with shopping districts and businesses to sell all of Denver to out-of-town visitors." The Mayor introduced his wife, Mary Louise Lee, who sang two holiday songs.  Mayor Hancock encouraged families from throughout the Rocky Mountain region to come to Denver and start family traditions of watching the Parade of Lights, seeing The Christmas Carol and The Nutcracker, riding horse-drawn carriages down the 16th Street Mall or Larimer Square, and viewing lighting spectacles such as Zoo Lights or the Botanic Gardens’ Blossoms of Lights.  The Mayor also encouraged visitors and residents to “shop local” and patronize local artists and craftsman in neighborhoods such as the Art District on Santa Fe, Highlands, Tennyson Street Cultural District, Antique Row, Old South Gaylord and Old South Pearl, among others.


Richard Scharf, president & CEO, VISIT DENVER said, “Denver is the largest cultural, shopping, nightlife, dining, sports and entertainment capital in a 600-mile radius. Some 45 Denver hotels are participating in the promotion, with more than half of them offering special holiday rates that start at the ‘mile high’ price of $52.80.” Scharf encouraged locals and visitors to access the Mile High Holidays website, where more than 200 holiday events are listed, as well as many restaurant, hotel and shopping specials.


Mile High Holidays – in its eighth year – is a collaborative marketing program to increase the overall number of visitors to Denver in the traditionally slow period of November through January.  Participating entities include: VISIT DENVER; the City & County of Denver; the Downtown Denver Partnership; and the Cherry Creek Shopping District.  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 Mile High City merchants.


One Joint Website: 


As part of the cooperative Mile High Holidays promotion, VISIT DENVER, the City of Denver, and the Downtown Denver Partnership combined to create one comprehensive Mile High Holidays website.


The website 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 45 Denver hotels have agreed to offer special rates for the holiday season, many of which have rates starting at the “mile high” price of $52.80 per room starting November 2011 through January 2012. The $52.80 prices are not available on New Year’s Eve.


The Denver Mile High Holidays Marketing Campaign 2011 Includes:


Target Markets

•           Denver Metro

•           Regional:

•           NM: Albuquerque, Santa Fe, Farmington

•           WY: Casper, Cheyenne

•           NE: Omaha, Lincoln, Scottsbluff, North Platte, Grand Island, Kearney

•           KS: Wichita

•           SD: Rapid City (newspaper insert only)

•           TX: Amarillo (newspaper insert only)

•           UT: Salt Lake City (newspaper insert only)

•          In-State: Colorado Springs, Pueblo, Grand Junction, Glenwood Springs, Fort Collins, Greeley, Vail, Summit County, Aspen


Media Vehicles


419 spots on CBS 4, Univision and Comcast


Bonus promotional spots and prize package giveaways on multiple Denver-Metro stations, including three Spanish-language stations.


Outdoor Vehicles                       
36 billboards, two 16th Street Mall shuttle bus boards, 15 boards on RTD Light Rail, Denver Pavilions and Colorado Convention Center/Denver Theater District digital signage exposure


6-Page Newspaper Inserts                     
Reaching 655,000 households


Newspaper Print Ads                
15 markets, plus Denver metro with more than 13 million+ impressions


Magazine Print Ads                   
2,000,000+ circulation


Multicultural Print Ads                 
540,000+ circulation


Online Banners/Ads                     
More than 17 million impressions on five sites (Travelocity, Colorado.com, 5280.com, DenverPost.com, Westword.com), three ad networks, Facebook

Direct Mail
50,000 direct mail to consumers


11 e-mail blasts plus monthly E-news to 50,000+ VISIT DENVER consumer database


National & Regional PR
Five national and regional press releases to more than 4,000


Social Media Tactics                    
Twitter and Facebook postings


Google Keyword Buys                
Google Key Word buys directing traffic to MileHighHolidays.com (2010 Google Key Word Buys generated nearly 80,000 visits to MileHighHolidays.com with 64 percent of traffic from organic and paid search.) 


Partners in Mile High Holidays

A number of organizations joined together in 2011 to market Denver as holiday getaway destination including:

•           City & County of Denver

•           VISIT DENVER, The Convention & Visitors Bureau

•           Comcast

•           KCNC-CBS4

•           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

•           RTD

•           Downtown Denver Partnership

•           National Western Stock Show & Rodeo

•           Grand Hyatt Denver

•           Denver Art Museum

•           Downtown Aquarium

•           Denver Museum of Nature & Science

•           Denver Botanic Gardens

•           Hyatt Regency Denver at Colorado Convention Center

•           Butterfly Pavilion

•           Sheraton Denver Downtown

•           Westin Denver Downtown

•           Writer Square

•           Denver Pavilions

•           Larimer Square

•           Tabor Center

•           More than 45 Metro Denver hotels

Photo by Trevor Brown