Colorado Tourism Office Focuses on Local Market

Strategy: Focus on Customer Potential, Know Your Customer/Product

Type of attraction: Tourism Organization

Summary: In response to the economic downturn, the Colorado Tourism Office redirected heritage tourism marketing dollars to promote in-state travel as well as the “regional drive market,” or, people who live within driving distance of Colorado.

In response to the economic downturn, the Colorado Tourism Office redirected heritage tourism marketing dollars to promote in-state travel as well as the “regional drive market,” or, people who live within driving distance of Colorado. 

Laura Libby, heritage tourism manager for the Colorado Tourism Office explains, “We’re focusing the state’s heritage tourism marketing efforts closer to home. A key part of our marketing campaign is to create more local awareness of what Colorado has to offer. This also helps target the visiting friends and relatives or ‘VFR’ market. For example, one of our 2010 campaigns is based on Colorado’s gold rush. Our ad copy reads ‘After all these years, gold mining is still a rush’.”