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.”