Visit Black Hawk

VisitBlackHawk.org hired COHN to generate awareness and drive actionable results.
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CLIENT CHALLENGE

Turning insights into action.

Just 40 minutes from Denver, Black Hawk, Colo., is a tourism destination known for its gaming (gambling) and historic mining roots. Prior to finding COHN, Black Hawk Business Improvement District (BID) went through extensive research and focus group insights to create the “Escape Ordinary” campaign. This campaign was introduced to consumers in an initial rollout with TV ads and some promotional/collateral tools.

With a foundation of awareness laid, Black Hawk BID needed a new brand agency partner to build upon its “Escape Ordinary” efforts and evolve it into a meaningful campaign that would drive consumers to engage, endorse and escape to Black Hawk. At the same time, Black Hawk’s refreshed campaign needed to augment and complement—not compete against—the marketing efforts of businesses in Black Hawk.

It was time to elevate the campaign above awareness with an updated look and feel and tangible call to action, persuading consumers and visitors to “Escape” their own “Ordinary.”

OUR SOLUTION

Make the Hawk a “partner in crime,” while maximizing marketing dollars

The Black Hawk BID, known publicly as Visit Black Hawk, hired COHN to create a campaign to lure new and returning visitors to the one-of-a-kind adult playground nestled at the base of the Colorado Rockies.

COHN’s creative marketing campaigns for Visit Black Hawk are centered on the concept of “Escape Ordinary,” with the goal of not only providing a sense of urgency and fun, but also providing a unique perspective on what Black Hawk has to offer. Using the Black Hawk character as the brand mascot, COHN is implementing a targeted messaging campaign that positions Black Hawk as a “can’t miss” destination for frequent and infrequent gamers alike. The plan includes English and Spanish media placements for digital and traditional advertising, social media programs and special event promotions.

RADIO SPOTS

English

Spanish

RESULTS

Look for the Black Hawk this summer.

The campaign paints Black Hawk as an easy, fun getaway from Denver and the Front Range, inviting Coloradans to escape the ordinary—and monotonous—parts of life. Ordinary work days. Ordinary pot lucks. Long, ordinary, never-ending conference calls. Traffic. Calls from Mom. Soccer practice. Ordinary occurrences that stack up until we need an escape … an escape from the ordinary, everyday things that make up life. A life that we may cherish, but sometimes need a break from.

“Our end goal is to increase the number of visitors to Black Hawk and we feel COHN’s vision will help us achieve that,” said Lynnette Hailey, District Manager, Black Hawk BID, “We are thrilled to already see Black Hawk with a more concrete and relatable brand identity and representation throughout the Denver area.”

The “Escape Ordinary” campaign can be seen on various billboards across the metro area and heard on local and digital radio channels including iHeart radio and Pandora. It will also be visible via a Colorado Rapids sponsorship at Dick’s Sporting Goods Park.