We believe in explorers

VISIT COLORADO SPRINGS
Category:

Campaign

Sometimes the client says it better than we ever could have! This testimonial-of-sorts originally appeared in a full-page ad VCOS placed in the March 8, 2019 issue of the Colorado Springs Business Journal announcing the “we don’t believe in tourists” campaign to our local business community.

The rise of the Millennial traveler has resulted in a tourism industry marketing strategy shift. The term “tourist” hasn’t always been a welcoming one for travelers, and more recently, it’s been used mostly with a negative connotation, evoking images of traffic jams, selfie sticks and overcrowded experiences.

Today’s leisure travelers are moving past overproduced memorabilia and mementos for unique experiences that can be shared on their social media accounts with an emphasis on serene landscapes, out-of-the-box adventures and pure wanderlust.

Visit Colorado Springs’ newest advertising campaign plays on the “tourist” stigma and instead invites explorers who identify themselves as visionaries, early risers and optimists. VCOS teamed up with the brilliant minds of local creative marketing agency, Design Rangers to create the new campaign. The powerful message: “we don’t believe in tourists” is depicted in original, handwritten script against striking, iconic backgrounds. The campaign encourages those seeking locals-only and off-the-beaten-path experiences to explore the wonders of the Pikes Peak region.

The ads include various worldplay on city and outdoor life juxtaposed throughout the creative with a call to action for travelers to unplug from busy life and check something off their bucket list rather than their to-do list.

More to the story

The trail doesn't end there

Rangers believe in partnerships over projects. That’s why we’ve continued to extend the VCOS campaign into new headlines for different demographics.

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