Inviting queer travellers to a state that's not so square
To invite queer travellers into a richer, more dimensional view of the state, we reframed Colorado beyond its iconic landscapes and four straight borders. By spotlighting culture, cuisine, art, and community alongside its natural beauty, we develo./ped a bold, playful campaign that celebrated every side of the destination — positioning Colorado as a welcoming getaway full of depth, character, and pride.
Challenge
Home to world-renowned ski resorts, four national parks, extreme athletes by the townful, and a limitless stream of beautiful mountain content, Colorado needed a campaign that promoted the destination beyond its outdoor recreation reputation and emphasized its appeal to queer travellers looking for a more holistic vacation incorporating food, culture, spa experiences, and art in a beautiful setting.
Solution
In a playful nod to potential misconceptions about the state, we positioned Colorado as more than its (literal) four sides that meet the eye. In this way, we were able to emphasize the many welcoming sides of Colorado and all the ways in which it provides the type of getaway that could be appealing through the queer lens. With nearly 10% of the U.S. population identifying as LGBTQ+, this allowed us the flexibility to highlight a vast array of experiences tapping into the broad interests of this diverse audience.
Creative approach
Laddering up to Colorado’s existing, “Come to Life” brand platform, we developed a campaign look and feel that was a playful juxtaposition of western and modern cultural influences, giving it an added depth. We tied together Colorado’s historic “cowboy culture” with a super-glam modern-infused cowgirl, a little flair, authentic local artistic accents, and set it across a variety of backdrops highlighting the state’s stunning natural beauty.
The campaign centred around a video that brought all the sides of Colorado to life. Denver has a deep pool of highly talented film-industry professionals who we hired to build out our film crew. Partnering with local queer-friendly and queer-owned establishments wherever possible, we were overwhelmed with the reception we received throughout.
Our film design utilized our cowgirl character as a mechanism to travel between scenes, and we scripted in transitions following natural elements in a nod to the wild beauty around. A particular highlight for the whole crew was bringing a horse into the urban heart of Denver for our mural shoot. It certainly created joy all around and was a memorable day for those who came across us.
Through a close partnership with MMGY Origin, we intentionally challenged the perception of Colorado as simply an outdoor destination. By breaking beyond our literal four borders, we developed a culturally relevant campaign that was bold in its execution, disruptive in the category, and grounded in our belief that belonging should be visible and celebrated year-round.
