Beginning work with Visit Golden in 2018, we started with a target audience image and perception study to determine what were key draws to visiting the area, and what would get someone to come back. Our target front range audience responded, saying that outdoor activities, small town charm, and accessibility was key for them so they can spend their day “doing” not driving. Therefore, the most important thing we want our audience to take away is you can experience the best of what Colorado has to offer in a day in Golden.
We developed the campaign Golden Rules and launched it in August of 2018. While the concept behind this campaign might seem obvious, it’s a gem that needed to be mined. Everyone knows the term “Golden Rule” (do unto others as you would have them do unto you), but when you throw an “S” at the end of it, it takes on a whole new meaning. And one that Visit Golden could own. We were inspired by using local’s insights on the ideal ways “to Golden” can pay off all the ways Golden rules. But also, well, GOLDEN RULES!