VISIT DENVER

In this role, I oversaw the community management for Visit Denver’s 690k followers and directed the organic and paid social media strategies for all VISIT DENVER channels. I successfully managed 15 accounts across five platforms, maximizing reach and engagement. This included copywriting, asset selection and creation, influencer collaborations, and growing new accounts. I was responsible for executing advertising programs with budgets ranging from $500k to $1M annually, optimizing ROI through in-depth reporting and analytics.

Basecamp Denver

This 2023 Heartland Emmy award-winning series “Basecamp Denver” was one of my favorite projects I worked on while at VISIT DENVER. These “Branded Content Short Form” videos brought to life a perfect day in that adventured out of the city for an outdoor activity and returned in the evening for a uniquely Denver experience. I was involved from its conception with our production partners, Outside Inc and Sabreen Media, and worked on the shoots for episodes 1, 2, and 3 before my time with VISIT DENVER ended. View the full series on the VISIT DENVER YouTube channel here.

UGC / copywriting

Showcasing Denver through the eyes of its inhabitants and visitors was a core pillar in our social media strategy. I used a third-party UGC platform called Crowdriff to source UGC, obtain rights from the users, build and maintain UGC boards across our website, and post the photos several times a week to our Instagram account. Some top-performing favorites by @colorfulcoloradoimagery, @morags_photography_, @eatlivetraveldrink/

Denver Restaurant week

In addition to managing the main VISIT DENVER channels, I also launched and led channels for our ancillary programs, Denver Restaurant Week and Denver Arts Week (which were later retired due to a change in strategy). I created a robust content calendar of organic posts that was backed by a well-planned paid campaign for each of these two annual programs, plus Denver Beer Week. These programs were significant in driving regional visitation and supporting our partner organizations.

Mile High Holidays

Social media was a critical piece of amplifying Mile High Holidays, an annual campaign that encouraged visitation during a typically-slower part of the year. I created complimentary organic and paid social media campaigns to spotlight all of the many reasons to visit Denver in the wintertime, including the launch of the first-ever 110-foot-tall Mile High Tree.

Covid Travel

The tourism industry was hit particularly hard by COVID and we had to radically change our approach to nearly everything we did. Throughout different phases of the pandemic in 2020 and 2021, we creatively pivoted to the following: encouraging people to #VisitDenverLater; compiling and marketing our partners’ virtual offerings for #VirtuallyDenver; collaborating with partners to message their updated visitation policies, created an extensive daily trivia campaign that gave away prizes to local Denver businesses; and showcase real-time UGC of what visitors could expect on their travels.

Things to do this weekend

I wrote weekly posts driving traffic to our “Things to do in Denver this weekend” blog post, which was one of our highest-visited pages on our website. Because it was updated so frequently, it was important to keep it fresh and interesting in the copywriting and rotate which partners I featured.

elise trivers