We hate our state's advertising.
As a member of Colorado's creative community, I'm part of a nearly unanimous faction of locals embarrassed by the campaign to promote our state as a tourist destination. But as much as we don't like the advertising, an article in Sunday's Denver Post suggests that the campaign's results are a remarkable achievement. But I'm not sure it is.
The article reported that Colorado logged 28 million overnight ski trips and an overall 4 percent increase in tourism from 2006 to 2007. More impressive, the dollars tourists spent while in the state increased 10 percent to $9.8 billion.
In 2007 the Colorado Tourism Office was freshly armed with $19 million, a drastic budget increase that was spent mostly with their new agency of record, Kansas City-based MMG Worldwide.
When the agency released some of the first ads for Colorado a few months ago, The Denver Egotist, an anonymous blog for industry insiders, called the work, "Awful. Embarrassing. Hack. Ridiculous. [and] Contrived." A comment on their editorial added the term, "craptastic," while one person asked, "
In the depressingly bureaucratic fluorescent light cast by these numbers, the answer to that question is that we probably can't. From the Post article:
Kim McNulty, director of the Colorado Tourism Office, said of the 2007 data, "It validates the way we market the state."
But the graph in the Denver Post is interesting (even though it's nearly impossible to read online). There, the increase in tourism looks dismal, possibly even a less significant blip than the one between 2001 and 2002, years when Colorado spent much lower amounts promoting the state.
- Westword (cover story): Balls! What does Colorado taste like to you? Concrete? Or a big plate of Rocky Mountain oysters, dusted in daisies? By Patricia Calhoun, April 24, 2008
- PREVIOUSLY: Our $19 million tax dollars buy more "embarassing" work from MMG to promote Colorado tourism. April 02, 2008
- PREVIOUSLY: MMG unveils new work for Colorado tourism. February 13, 2007
- PREVIOUSLY: Agencies compete for Colorado's new $19 million tourism ad budget, August 17, 2006
- PREVIOUSLY: Vintage Colorado welcome sign will stay, 6/6/2006
- PREVIOUSLY: Snore of a tagline asks, “How will Denver awaken you?" Wednesday, 5/29/2006
- PREVIOUSLY: Gov. Owens: “I'll cancel plans for those new 'Welcome to Colorado' signs.” Friday, January 13, 2006
- PREVIOUSLY: Colorado: Tumult over proposed design of welcome signs. Sunday, January 01, 2006