For as much as Colorado Springs seems to have reinvented itself over the years, not much changes where the marketing is concerned: the natural beauty and wonder, the healthy/sporting lifestyle, curious trains and dangerous roads to the tops of mountains, exotic/luxurious attractions on said mountains, etc., the military, (oh, and the arts). Wait, did we mention the natural beauty? The Colorado Springs marketing reel is practically a film genre unto itself as these various films and videos below demonstrate. And the Convention and Visitors Bureau’s new $111,000 branding campaign–“Live it Up!” (see the final video)–is an, er, interesting, if not traditional, new addition.

Cave of the Winds and Seven Falls, 1925:

Land of Sunshine, 1933:

Curious Colorado, 1936:

Magic Beneath the Clouds, 1938:

Pikes Peak or Bust, 1954:

A Time to Live, 1968:

Colorado Springs Overview, 2011:

Live it Up!, 2011:


7 Responses to Time to Live it Up: Marketing The Springs Through the Ages

  1. jc says:

    They forgot to mention two new solar farms… plus great unique beverages: spring waters, local beers. Oh, and what about that herd of elephants in the room – military bases and evangelical Christian headquarters?

  2. Louise says:

    This new ad is terrible, pitiful and amateurish. Surely, COS deserves something better. Even the tagline Live it Up is tired and unfitting. Ugh!!!

  3. Don says:

    Agree Louise. Both new vids are pretty bad. The visitCOS one misses the boat in its attempt match the video with the commentary after about a minute. In the main add the spokespeople are so completely vague and the add does nothing but throw platitudes around. Other than the high quality video, the editing, scripting, music, interviews and overall feel is cheesy and does nothing to help the image of a backward town in a beautiful location.

    There are tons of creative people in this city that could do a much better job representing this place without making it look like a modern day Mayberry. I cant believe the city paid over $100k for that garbage.

  4. Jeremy says:

    Thanks to Pikes Peak Library District for digitizing these and TBS for re-posting the links.

    I’ve said enough about this current marketing debacle elsewhere.

    Anyone truly interested in local history (and the future of this City) should grab a tub of popcorn and watch the original “Time to Live” reel, which clocks in at over 28 minutes (ouch). Sexist and overly long-winded, regardless, it successfully shows Colorado Springs at the top of its game (although seemingly lacking in racial diversity and architectural good taste at the time). Unlike the current “Live it Up” video, this one would make me want to visit / relocate here!

  5. lucien morningstar says:

    a tired overused meh slogan and an essentially stock logo the 111g would have more effectively re branded this burg by applying it to parks (from model to crap in a decade) or the lights or towards mass transit (never that great now worse than many a smaller village ),(and a factor in businesses leaving the CoS ie 700 jobs gone in 08 when ict/virginmobile left the transit system was a documented factor in their decision )the closet thing i can say to something nice about this is the humans in the logo look lifted from the pre blue and red circle ,pre mary lou , G&LF logo

  6. hannahfriend says:

    Excellent job getting the old promo films together.

    Seems that the 110K could have been used in many better ways. Who visits a city or region due to a slogan, anyway?

  7. […] See more vintage Colorado Springs video rounded up by KRCC (Radio Colorado College). […]


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