CASE STUDY: PROMOTING BACKCOUNTRY SAFETY DURING
A PANDEMIC
With public land managers, Colorado Search and Rescue and backcountry operators across the state all reporting record interest in exploring Colorado's backcountry during the pandemic winter of 2020/21, the Colorado Tourism Office (CTO) departed from its traditional winter advertising campaign and led a major safety initiative aimed at equipping backcountry enthusiasts, both seasoned and newcomers, with the knowledge and information needed to recreate safely and responsibly in Colorado's backcountry during the winter season. The CTO partnered with the public land managers, Colorado Search and Rescue, tour operators and other state agency partners in a comprehensive campaign to raise awareness and reduce risks. The campaign encouraged backcountry enthusiasts to take the Backcountry Safety pledge and send donations to the all-volunteer Colorado Search and Rescue Association. The CTO also worked with Governor Polis and his team to launch a Winter Backcountry Safety Awareness Week. Handlebar PR led the public relations component of the campaign and brought together trusted partners and resources to help raise awareness of the importance of backcountry safety through story placement in top-tier media outlets.
WHAT WE DID
Compiled a list of backcountry safety and subject matter experts, guides and educational experiences.
Worked closely with backcountry experts and drafted safety messaging.
Assisted in the coordination of a series of meetings with a backcountry focus group composed of leaders and experts in the field.
Drafted and distributed a press release, “Colorado Encourages Backcountry Safety This Winter With an Awareness Week, Pledge and Educational Offerings.”
Researched and made outreach to key media contacts pitching Colorado backcountry safety story angles and experts.
Compiled and distributed a winter-themed gift box to top tier media that included backcountry and winter safety messaging.
RESULTS
Handlebar’s backcountry safety PR efforts resulted in more than 50 story placements, many in top target outlets promoting safe Colorado winter backcountry offerings and safety messaging. Stories included:
“It’s the Winter of Backcountry. Here’s How to Start Safely,” New York Times
“How to Safely Try Backcountry Skiing,” Condé Nast Traveler
“Why The Pandemic And A Weak Snowpack Mean You Need To Stay On Your ‘A Game’ In Colorado’s Backcountry,” Colorado Public Radio
“I Survived an Avalanche, Here’s What You Need to Know,” Fodor’s
“How to Venture into the Backcountry Safely,” Boston Globe
“Backcountry Skiing: A Beginner’s Guide to the Sport of Covid Winter,” Wall Street Journal
Generated $3M in media value with 196M impressions.
Handlebar’s PR efforts contributed to the generation of 27,280 landing page views and 9,893 inquiries through the complete winter campaign.
