Advertising Examples
National Magazine Ads
Below are examples of Estes
Park advertising (1/6th page and 1/3rd page, 4-color) as placed in the March,
2003, issues of 18 national and regional magazines. The ad will be repeated in 7
of those magazines whose readership is within a single day's drive of Estes
Park. Magazine selection allows us
to aim these ads at highly targeted audiences . The purpose of these ads is to
generate requests for the Estes Park Vacation Planner either by phone (800
number), web site access, or the magazine's readership service program. Below are two examples of those ads.
Example of a 1/3rd page,
4-color, March, May, 2003 magazine ad for Estes Park 2002 saw the first use
of the "Get into the Real Rockies" theme.
Click for actual size
Actual Size
International Web Banner and Text
Ads
See examples of our banner
ad, tile ads, and skyscrapers for different websites, promoting Colorado's Favorite Family Resort, and Rocky Mountain National
Park. When you click on the banner, you go directly to the address forms page at
the CRA site where you can fill out the form to get your Free Vacation Planner.
The banners runs on Home & Away Magazine's Table of Contents web
page. The "Text" banner ad utilized on Google.com was similar in content, but
relied totally on text elements rather than visuals with text. The banner ads
have been used on Better Homes & Garden's website, Frommer's Budget Travel
web site, and a travel web site by the name of Away.com. The banner and
skyscraper have also been tested on the Engage Media Network. This extensive
testing resulted in the conclusion that traditional media is still a more
efficient means reaching our target markets. An additional test in late
2003 with Away.com newsletter banner advertising resulted in an overall click
through rate of .23%, and a cost per lead acquisition of over $17.
Regional Television Ads
During the first quarter
of 1998, Estes Park ran a new television commercial promoting off season
visitation by Front Range residents. The commercial, dubbed "more than
you can do in a day ..." was developed by the Ad Committee in place at
that time. Different seasonal versions of
this same commercial were developed to run in the third and fourth quarters
through 2001 as
well. A new commercial, dubbed "Come Home" was created by the
committee in late 2001 to debut in the first quarter of 2002.
RealMedia
Video of "more than you can do in a day ..." 34Kbps
160x120 Good for Modem Connections.
36Kbps 320x240 Better for
Modem Connections.
45Kbps 160x120 Best for
Modem Connections.
45Kbps 320x240 Best for
ISDN Single Channel.
80Kbps 160x120 ISDN 2b, DSL,
Cable or better.
80Kbps 320x240 Best for
ISDN 2b, DSL, Cable, or better. Soon to come are versions of "Come Home" If
you don't have Real Player, you can get it free from Real
Networks If you prefer, you can experience the commercial by
viewing a dozen Stills captured from the
commercial.
Regional Newspaper Ads
During the first quarter of
2001, Estes Park ran ads promoting the Estes Park Snowshoe Series. The
series is intended to build off-season visitation by Front Range
residents. This program continues in 2004.
Click for larger view
The look and feel
of this ad (format) is similar to all of our newspaper advertising. We described
these as "action ads" as all of them use one dominant image supported
by multiple smaller images of people involved in activities typical of things
one does in Estes Park. This visual approach was first developed in 2000, and
re-designed in 2001. Action ads continue today.
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