Visit Estes Park Allocates Funds For Increased Advertising Of Estes Park
A fully integrated marketing push to communicate the message that Estes Park continues to be a favorite Colorado mountain vacation spot has been launched by Visit Estes Park. The program includes radio commercials, television ads, internet placements, social media and public relations efforts.
“Even before the Woodland Heights fire, Estes Park businesses were faced with guests and customers concerned about air quality, our proximity to the High Park fire outside of Fort Collins and potential dangers they might encounter if they retained their vacation plans,” said Visit Estes Park President & CEO Peggy Campbell. “We’ve been working since June 11 to dispel the myth that Estes Park has been adversely affected by Colorado fires, but it’s obvious we need to do more,” she added. The issue has been exacerbated by national television and print headlines that could be interpreted to mean the entire state was in the path of wildfires, she said.
At a meeting of the Local Marketing District board of directors Tuesday, board members voted to allocate an additional $75,000 from the strategic reserve fund to pay for increased advertising coverage. The amount is in addition to the $400,000 spring and summer advertising campaign currently underway.
“Our intent is not to pull from the regular budget,” said board member Lindsay Lamson. “The intent is to respond to an extraordinary issue and we need to take immediate steps” to mitigate further erosion of the summer tourism season, he added.
Because Colorado is the primary market for Estes Park’s overnight guests, a significant amount of the additional funding will be spent to attract overnight Colorado visitors to Estes Park beginning Monday, July 16. Also targeted are residents of neighboring states including Kansas and Nebraska.
The plan calls for Comcast cable television buys in both the Denver and Colorado Springs viewing areas. Included in the purchase is air time during coverage of the Olympic games. The commercials to be used will feature the Telly-award winning commercial, “It’s Time to Take Flight to Estes Park,” that features Nick Mollé footage produced by Nick Mollé Productions in conjunction with Hill Aevium, Visit Estes Park’s advertising agency. Showings of that ad will alternate with a second Mollé/Hill Aevium produced spot titled, “Escape to Estes Park.” Radio advertisements aimed at both the Colorado Springs and Front Range market areas currently are under production and spotlight Estes Park’s being a great getaway.
Out-of-state efforts include television and internet advertising purchases. Cities to be included in the push are Omaha, Lincoln, Kansas City and Wichita.
Along with press pitches about vacations and fun in Estes Park, postings on social media channels, including Facebook, Twitter and Youtube, are integral elements of the public relations campaign.