Let's Talk Colorado, an interactive gallery located near New York's Grand Central Station, is designed to bring the Colorado experience to New York. The exhibit is a collaborative effort between the Colorado Tourism Office, Hachette Filipacchi - through its experiential marketing division HFX - and Think PR. The promotional team expects the campaign will educate consumers and the media on unique experiences Colorado offers.
"What we are literally trying to do is bring a little of that sophisticated entertainment to New York City and really introduce Colorado to New Yorkers," said Al Silvestri, director of corporate marketing and strategic development at Hachette Filipacchi.
Every exhibit will involve an experience authentic to Colorado. This includes samples of the state's products, a photo gallery of Colorado images, and an opportunity for visitors to have their photo taken in front of a Colorado backdrop of their choice. Two main features of the gallery will be the April 1 launch, during which vendors, such as Boulder Beer, Izze Soda, and Madhava Honey, will showcase Colorado products, and an Earth day event on April 22, which will focus on natural products from Colorado.
Let's Talk Colorado will target tourists and New Yorkers, showing them what Colorado has to offer as a vacation destination. Kim McNulty, director of the Colorado Tourism Office, chose to hold the campaign in New York City because "it is widely regarded as the 'media capital of the world.'"
The event's success will be measured by the number of people who visit the exhibit, the number of media hits the event achieves, and the number of opt-ins received in a trip give-away promotion on Colorado.com.
Company: Colorado Tourism Office
Campaign: Let's Talk Colorado
PR team: Hachette Filipacchi, Think PR
Launch: April 1