Visitors to the Royal Gorge Bridge & Park were not returning. How could we convince people that what was thought to be a roadside novelty was really a day-long multi-generational adventure?
Building on the rush of peering over the edge of the Gorge, or the Bridge itself, we felt there was no other word than adventure. And if you were bold enough to brave the thrills of flying out above the nearly 1,000-foot drop, or descending into the depths of the Gorge, Adventure just may smile upon you.
We chose bold colors to match our message. We designed headlines that leapt off billboards all across the state of Colorado and the region beyond. We developed partnerships with retailers like Costco and King Soopers, known to drive traffic to family-friendly activities and attractions such as ourselves, and in effect brought the tickets to the audience. By bringing the attractions to life, the campaign could exemplify the colorful adventures ahead.
On June 11, 2013, the Royal Gorge Bridge & Park suffered extensive damage caused by the Royal Gorge Fire. Destroying 48 of the 52 structures, the response was immediate to adapt media plans, purchased placements, and send a new message as the rebuilding process began. It is now complete, and we look forward to relaunching the campaign proving that adventure truly does favor the bold.