CREATING AN AWARD-WINNING PR CAMPAIGN: COLO-ROAD TRIPS: TRAVELER DISPERSION THROUGH COLORADO’S ROADS LESS TRAVELED
The Colorado Tourism Office (CTO) launched the “Colo-Road Trips” microsite on Colorado.com, a searchable online collection of road trip itineraries aimed at inspiring travel in less-visited destinations and seasons resulting in less impact on some of the state’s most popular attractions. With increased interest in combating overtourism, in 2019, Handlebar PR set out to create a visiting journalist initiative to compliment Colo-Road Trips and attract writers from top target outlets to experience Colorado first-hand via road trip itineraries that explore lesser-known areas of the state. Trips were to generate compelling road trip travel features about Colorado that inspire a high-value traveler audience to get off the beaten path contributing to visitor dispersion, economic growth for less-visited areas and amplifying the unique stories of Colorado’s rural destinations.
WHAT WE DID
Worked closely with destination partners to identify news and experiences from lesser-known areas of the state and developed a toolkit of road trip-themed pitch angles and story ideas to use in proactive media outreach.
Researched key contacts contributing to the CTO’s Top 100 Target Outlets (and reaching a high-value traveler audience) who would be most receptive to ‘roads-less-traveled’ stories.
Pitched and secured eight prominent freelance writers on assignment with top target media outlets to experience Colorado firsthand via individual media road trips to lesser-known destinations across the state throughout 2019 (included travel and comprehensive itinerary coordination).
RESULTS
Nine Colo-Road Trip feature placements in top target media outlets including AAA Encompass, Cowboys & Indians, Houston Chronicle, Lonely Planet, Budget Travel, Afar and Matador (all in top 100 target outlets).
Generated $239K ($20 of value for every one dollar spent) in media value with 10M impressions.
Hosted prominent influencer, A Guy Named Patrick on a road trip across the state producing 19 static posts, 31 stories, 7,353 total engagements, 653,425 total reach.
Colo-Road Trips experienced an average of 50 percent growth in page views on a monthly basis from January 2019 when the PR initiative started to December 2019.
Rural industry partners who participated in media hosting for this PR initiative were highly impressed by the quality and quantity of coverage. For some partners, this was their first experience with public relations making them very receptive to future hosting partnerships and realizing the amazing value of PR.
2019 Public Relations Society of America National Bronze Anvil Winner, Media Relations, Consumer Services for Colo-Road Trips: Traveler Dispersion Through Colorado's Roads Less Traveled Campaign.
2019 Hospitality Sales & Marketing Association International Adrian Award, Gold Level for a feature placement in Lonely Planet Magazine, Explorers Wanted: A Great Escape to Colorado.
