CITY ON THE RISE: TELLING THE STORY OF COLORADO SPRINGS’ RENAISSANCE
In summer 2019, with a slew of new cultural offerings, attractions and lodging property openings on the horizon, Handlebar PR, through it’s work with the Colorado Tourism Office, identified an opportunity for Colorado Springs to grab the national media spotlight as a hot travel destination for 2020. For years, Colorado Springs had been the unsung hero of Colorado’s urban destinations, often overshadowed by Denver. The Handlebar team made a goal of shining a light on Colorado Springs and driving coverage of the destination on the where to go in 2020 travel lists including the New York Times coveted list of “52 Places To Go,” and did we succeed! Alas, the COVID pandemic struck in March of 2020 halting travel and destination travel coverage. Many of the projects that were featured as reasons to visit Colorado Springs in 2020 were also stalled. But, as projects ramped back up and publications once again started to produce inspirational travel coverage, Handlebar PR saw another round of opportunities to shine a light on Colorado Springs in 2021.
WHAT WE DID
Developed a series of compelling pitches aimed at showcasing why Colorado Springs was a must visit destination in 2020 and again in 2021.
Researched and pitched editors and contributors responsible for generating “Where to Travel” stories within the Colorado Tourism Office’s top target outlets.
Hosted nearly a dozen media on individual trips to Colorado Springs to experience the new offerings and attractions firsthand.
Planned and executed a story generating media event at the new U.S. Olympic and Paralympic Museum in Colorado Springs.
Hosted a well received Satellite Media Tour from Colorado Springs lifting up the new attractions
RESULTS
Handlebar PR generated more than a dozen stories featuring Colorado Springs including New York Times list of 52 Places to Travel in 2020, Good Morning America, Conde Nast Traveler, American Way, United Hemispheres, Smithsonian, Matador Network, Cowboys & Indians, AAA Encompass, 5280 Magazine, Denver Post and more.
Garnered more than 30 broadcast hits in key travel markets as part of a Satellite Media Tour lifting up Colorado summer travel news live from Colorado Springs.
Drove nearly 222 million impressions and $2.3M in media value.
“Visit Colorado Springs has found immense value in our relationship with the Colorado Tourism Office and the great work done by Handlebar PR. Caitlin and Carly are consummate professionals. We respect their expertise and appreciate the quality of the writers they bring to Colorado Springs and the Pikes Peak Region.”
— Alexea Veneracion, communications manager, Visit Colorado Springs
