Over the last few years, the demographics of the guide 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.
The guide should draw visitors into the experience of Colorado Springs – long before they get here. They should be able to imagine hiking the Manitou Incline, enjoying a beer at Phantom Canyon and going art-gallery-hopping downtown. We crafted a solution where articles became true resources for visitors and a clear benefit to OVG partners.
02: 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.
The turning point
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.
03: The result
A guide with you in mind
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.
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 Visit Colorado Springs
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 Visit Colorado Springs
Gold ADDY Award
Silver ADDY Award
Silver ADDY Award
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