Official Visitor Guide
to colorado springs and the pikes peak region
Publication Design // Branding
———— the challenge ————
CREATE A RESOURCE FOR EVERYONE
Each year, the Colorado Springs Visitors Bureau and Pikes Peak Country Attractions partner to create the Official Visitor Guide (OVG) to Colorado Springs – an 84 page vacation planner full of the best attractions, restaurants and events the region has to offer. Over the last few years, their demographics have shifted, with 23% of visitors traveling alone and 27% traveling with a partner or friend – all without kids. The OVG needed to evolve into a resource for all audiences – families, young couples and retirees.
———— our approach ————
NOTES FROM THE FIELD
It takes a village to make the visitor guide successful. So each year, we kick-off this project by listening to feedback from the tourism industry. Hotel concierges, tourists, and volunteers at visitor centers all use the guide to help tourists find the right information. Our community makes for the perfect, informal focus group.
EDITORIALS OVER LISTINGS
The guide has to draw potential visitors into the experience of Colorado Springs – long before they get here. Visitors should be able to imagine hiking the Manitou Incline, enjoying a beer at Phantom Canyon and going art-gallery-hopping downtown. In a guide where partners pay for the benefit of being included, we crafted a solution where articles became a resource for visitors and a clear benefit to partners.
GOOD FOR PARTNERS AND VISITORS
The 2017 Brew Gurus article finds perfect zen between compelling editorial and calling out some of the hottest drinks in town. Can’t get enough? The guide’s most popular articles have online extensions.
YOUR VACATION, YOUR WAY
No two people are alike, so no two vacations should be, either. We developed five different types of visitors – based on their interests – and organized articles and attractions around them. The quiz at the beginning of the guide helps readers find content curated just for them.
The quiz was a spread developed for the 2015 Official Visitor Guide and cut out in 2016 to make room for more articles. But the people spoke – and we listened – and brought the quiz back in 2017!
CAPTURING THE MOMENT
We worked with the brilliant Joel Strayer at White Specs Creative to capture story-driven moments for this year’s guide. The whole team rose with the sun (it was before the sun) to get the glorious scene on the 2017 cover. For a look inside what it takes to pitch a tent, spark a flame and create chemistry all before 8am, check out the behind-the-scenes video.
A TRUE GUIDE
During the planning phase and even when visitors get here, the guide acts as a true resource – curating the best-of-the-best attractions, events, and activities to make the most out of every vacation. Whether you’re traveling with kids or adventuring with a friend, the guide feels like it was designed just for you.
———— the results ————
Working with the Design Rangers team on our annual Visitor Guide has been an absolute dream. Not only are they incredibly talented in design, but their skills for strategic planning and implementation go well beyond what you would expect from an agency. Their team works tirelessly, keeping everything moving and running smoothly. Additionally, they are an absolute joy to work with. I couldn’t imagine working with anybody else!
– Melissa Williams
Marketing Manager at the Colorado Springs Convention & Visitor Bureau
Our Vacation Planner has improved dramatically under the care and expertise of Design Rangers. They take a strategic approach to the publication and guide us through the process of creating a theme for each edition and then weaving that theme throughout the planner with cohesive imagery, organized content and smart design. They take the time to get to know their clients and provide excellent guidance and collaboration.
– Amy Long
Chief Innovation Officer at the Colorado Springs Convention & Visitor Bureau
———— awards ————
———— other projects ————
Extending the Story
Camp is in session
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