Skift profiles Visit Denver's experiential marketing strategies

Travel-trade news site Skift took a look at Visit Denver's creative marketing to Chicago event planners.

Excerpt:

Traditionally, destination marketing organizations (DMOs) like Visit Denver have emphasized their urban, hospitality, and transit infrastructure in their marketing messaging targeting big international associations.

Now, however, Denver is shifting toward more experiential and event-based marketing strategies to sell a more dynamic version of the Colorado conference experience to Chicago-based event planners seeking to bigger and better attendance driver.

Last month, for example, Visit Denver installed a re-creation of its famous Red Rocks Amphitheatre in the middle of Chicago's biggest food festival, Taste of Randolph Street, to host all of the musical performances. Located 10 miles outside Denver, Red Rocks is a massive geological formation with natural acoustics that was converted into a permanent venue for outdoor performances back in the 1930s.

Dubbed "Denver Live on the Rocks Stage," the pop-up event facility in Chicago consisted of two 76×30-foot rock wings and a VIP area for the region's top association conference organizers. It offered a more enticing way for event planners to mingle with Visit Denver representatives, versus a standard ballroom cocktail reception.

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