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Snow's Perfect State™

As the Colorado Tourism Office explored ways to unify the tourism industry around a shared winter message, it became clear that the tagline used for the previous five seasons, “America’s Best Skiing”, had few fans. Many expressed that the line was one-dimensional and fell short of expressing the true superiority of Colorado’s winter.

With the support and input of the ski industry and winter destinations, the CTO set on a path to create a winter rallying cry that could be adopted into marketing messages across the state. We brought together destination and resort leaders to share their insights, ideas and thoughts about the distinctive nature of Colorado’s winter.

The outcome was “Snow’s Perfect State,” a line crafted by CTO’s agency of record Karsh Hagan. In just three words, this statement claims the high ground for Colorado’s winter. It is intentionally open-ended and multi-dimensional to capture the full range of winter enjoyment and the undeniable superlatives in the place where winter makes people feel alive.

We invite you to join us in adopting Snow’s Perfect State™ in your winter communications.



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