Colorado Parks and Wildlife (CPW) announces a new tagline and coordinated media campaign, inviting Coloradans to Live Life Outside. The tagline and related campaign materials are designed to help the public better understand and engage with the conservation mission of the agency. The campaign also aims to unify all of the state’s residents who appreciate and value the Colorado outdoors.
“CPW has the awesome responsibility of providing quality state parks experiences and conserving our wildlife, so we naturally encourage people to live life outside,” said Tony Gurzick, Marketing and Creative Services Manager for CPW. “People recreating in Colorado brings jobs and economic growth, and promotes health and well-being. But we also know that recreation impacts the resources we love. We all need to play a role in making sure that our lands, waters and wildlife are here for future generations.”
The need for a tagline and strategic campaign arose as CPW sought avenues to remind Coloradans of the importance of conservation and responsible recreation as a part of enjoying the Colorado outdoors. In an internal effort designed to better share the agency’s story, CPW staff was surveyed to collect their insights and ideas about communicating the agency’s conservation mission.
The outcome was Live Life Outside, a tagline crafted by field staff and executed in a series of new print, outdoor, online and radio ads. In just three words, Live Life Outside highlights the passion and lifestyle of the agency and the Colorado outdoor community, while creating an opportunity to talk about the deep connection between recreation and conservation.
A recent report from CPW and Southwick Associates shows the $62.5 billion economic impact of outdoor recreation in our state, with 92% of residents claiming to recreate outdoors. These numbers make it clear that the wildlife and wild spaces of our state are the reason why so many of us choose Colorado as a place to work and play. However, Coloradans’ shared appreciation for the outdoors also comes with a responsibility to conserve our natural resources.
“Whether you enjoy hiking, hunting, bird watching, rock climbing or any activity in between, we all need to work together to conserve the resources that make Colorado home,” said Gurzick.
Colorado provides so many opportunities to Live Life Outside. To learn more about volunteering with CPW and supporting conservation through outdoor recreation, visit livelifeoutside.co.