A video crew from the destination marketing organization Brand USA captured recreation on Pikes Peak and near Garden of the Gods Aug. 25 to attract more international outdoor enthusiasts to the area.
In partnership with the Colorado Springs Convention and Visitors Bureau and Colorado Tourism Office, Brand USA filmed horseback riding and hiking near Crystal Creek Reservoir for a 2-minute, music-only clip to be released in November and distributed across local, international marketing and social channels.
“We partner wherever possible for more international exposure for the Pikes Peak region,” said Floy Kennedy, director of travel industry sales at the Colorado Springs CVB.
The effort is a part of Brand USA’s Outdoor Initiative, targeting audiences in Australia, Canada, Germany and the UK to vacation in the U.S.
“The initiative is a natural fit for Colorado Springs and the Pikes Peak region,” Kennedy said. “The area has an abundance of trails, open space and recreational offerings ranging from mild to extreme adventure. By partnering with the Colorado State Tourism Office, we have the ability to promote the destination as a year-round option.”
Brand USA was established by Congress in 2010 after a decade of declining international visitors in the U.S. The video shoots are the culmination of months of collaboration, research and site selection, according to Dee Zulauf, a spokesperson for Brand USA.
“Its goal is to reach 100 million international travelers to the U.S. by 2021,” she said.
Partnering with Brand USA offers communities a valuable opportunity to be exposed to worldwide consumers, according to Kennedy.
“Marketing the Pikes Peak region to the world is no small task,” she said. “To increase visitation, the CVB partners with the CTO and Brand USA to reach top markets including Canada, Germany, U.K. Australia/New Zealand, The Netherlands, France, Japan, China, Mexico and Italy.”
To view the video when its released, click here.