Visit Denver

‘Visit Denver’ is a unique trade association comprised of private entities in the tourism and hospitality space. Together, they collectively market Denver as a destination to the rest of the state, country, and world.

Rather than attract tourism, the ‘Boredom Is Fired’ campaign is an effort to recruit young talent to Denver’s hospitality industry. A unique and catchy line, research-based messaging, and a raw, action-packed photographic style with unpolished graphics brought the idea to life in a way that resonated with our predominantly Gen-Z audience. We created over a dozen videos highlighting each vertical within the hospitality space (events, food and beverage, outdoor recreation, hotels, and attractions) as well as OOH, digital, and social executions. We also developed an ambassador program, where a young professional in each of the verticals spoke about their current role and their journey there — spawning more video content and a tour of local Denver high schools.

The campaign has seen massive success since its launch and has garnered a large amount of earned media buzz.