OUR rebranding campaign inspires people with
colorado’s amazing and storied History.
We were engaged to capitalize on the organization’s rebranding from the Colorado Historical Society to History Colorado, and realize the complete potential of the opening of the new History Colorado Center in Denver. We initially developed a cohesive brand platform and messaging framework to direct marketing efforts. The brand platform describes the end-benefit of the experience: “History Colorado makes you part of Colorado’s story by engaging, connecting and inspiring you with the real people, places and cultures of Colorado’s exciting history.”
STRATEGY & APPROACH
History Colorado’s messaging was developed for multiple audiences, including members, affiliates and partners, and prospective visitors, who include families with school-aged kids, history buffs, and frequent museum-goers. Channels for the integrated “Stories Told Daily” campaign that Barnhart created included internal communications, traditional media such as television and out-of-home, digital media, a new website, and guerrilla marketing.
As part of our engagement, we marketed a supplemental exhibit, Denver A-Z, featured at the new center.
Advertising and guerrilla marketing was developed within the overall campaign. The iconic “Barrel Man” (Denver Broncos fan) was featured prominently in television advertising, print advertising and even bar coasters.
The branding strategy has given the organization a roadmap in which to guide organizational development, marketing and programming. In addition, the “Stories Told Daily” campaign was successful in helping History Colorado achieve its visitation and membership goals in 2012, as well as shift its audience profile to include considerably more families with kids. This campaign won an Ad Club Denver “The Fifty” Award in 2012.
CHANNELS FOR THE INTEGRATED “STORIES TOLD DAILY” CAMPAIGN THAT BARNHART CREATED INCLUDED INTERNAL COMMUNICATIONS, TRADITIONAL MEDIA SUCH AS TELEVISION AND OUT-OF-HOME, DIGITAL MEDIA, A NEW WEBSITE, AND GUERRILLA MARKETING.
A UNIQUE COLLECTION OF BAR COASTERS COMPLEMENTED THE OVERALL CAMPAIGN AND PROVIDED A BIT OF BAR TRIVIA ENGAGEMENT BY FEATURING SOME OF COLORADO’S MOST AMAZING STORIES.
VARIOUS OUTDOOR PIECES ROUNDED OUT THE CAMPAIGN, GIVING PEOPLE A GLIMPSE OF COLORADO’S INTRIGUING HISTORY WHILE ON THE GO THROUGHOUT DOWNTOWN DENVER.