Colorado Springs Chamber & EDC
DCI created a gold medal approach for Olympic City USA.
As a training center for athletes, Colorado Springs eagerly awaited the opening of its Olympic museum. DCI fortified the city’s reputation through museum marketing and a full PR push, framing it as a model destination in North America during the pandemic.
The Challenge
Colorado Springs, a sandstone city at the foot of the Rocky Mountains, sought to define itself as a unique place to travel to and live in. To augment this tourism and economic development potential, the Colorado Springs Chamber & EDC tasked DCI with advancing the city’s reputation as Olympic City USA and positioning the region as the home-base for Winter and Summer Olympic hopefuls. As the training grounds for Team USA, Colorado Springs asked DCI to use the opening of the official U.S. Olympic & Paralympic Museum as a news hook to engage the media and, ultimately, new visitors and residents.
The Solution
DCI went beyond simply publicizing the new attraction’s opening in Olympic City USA. DCI targeted high profile lifestyle media with angles touting the technology that made the museum effective during the COVID-19 pandemic, including reservations for timed entry, social distancing procedures and ‘no-touch’ exhibits. Editorial coverage drove visitation to the museum and advanced Colorado Springs’ reputation as a technologically advanced city for Olympians and Paralympians, set at the base of the Rockies and a few miles from downtown Colorado Springs.
The Results
-
in Architectural Digest, Condé Nast Traveler & Smithsonian.
-
landed by the campaign in the media.
DCI worked with our team at the Colorado Springs Chamber & EDC and the United States Olympic and Paralympic Museum to facilitate thoughtful thinking and innovative ideas to expand coverage around this momentous grand opening while in turn highlighting Colorado Springs as Olympic City USA, staying true to our core message.
Vice President, Marketing & Communications Colorado Springs Chamber & EDC
