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Water Is The Primary Element In New Logo And Marketing Campaign For Glenwood Springs, Colorado

May 18, 2015 Destination North America No Comments Email Email

unnamed (3)Tourism in Glenwood Springs, Colorado is thriving. This mountain resort town experienced record-breaking visitation numbers and strong accommodation tax collections in 2014 and throughout the first quarter of 2015. In preparation for the busy summer season, Glenwood Springs is introducing a new logo and marketing strategy which will focus on the destination’s primary asset, water.

Glenwood Springs Vice President of Tourism Marketing, Lisa Langer along with a nine-person board, oversee promotional operations. “We were looking to refresh our current image and to emphasize what makes us a truly unique vacation spot.” Langer said. To take on this task, a new marketing agency based in Denver, Colorado was hired. XUMA Communications is known for its out-of-the-box thinking.

After extensive evaluation, XUMA presented concepts based upon the one element that differentiates Glenwood Springs from other Colorado mountain destinations, the influence of water. Don Poole, XUMA Principal/Creative Director says, “The town’s name is literally defined by water, Glenwood SPRINGS. Let’s take ownership.” The springs in this region have played a major role in the formation of thermal mineral pools, vapor caves, the Colorado River, Hanging Lake, waterfalls, and subterranean cave formations. Water is centric to local activities such as swimming, soaking, rafting, paddle boarding, kayaking, sightseeing, exploring, Gold Medal fishing, as well as snow and ice sports.

Generally, vacationers are enamored with water. Recent studies show that activities involving water are an important part of travel planning.

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  • Nearly 197 million people in the United States participate in a water sport
    (source: The Outdoor Foundation – Outdoor Participation Report)
  • 49% planned to swim on their summer vacation
    (source: 2014 TripAdvisor Annual Summer Travel Survey)
  • 40% said that a pool is “the amenity I can’t live without” on vacation
    (source: 2014 Destination Hotels Summer Travel Trends Research)
  • Guided fishing trips increased 40% and whitewater rafting trips increased 20%
    (source: 2014 TripAdvisor Annual Summer Travel Survey)
  • 57.3% of Coloradoans indicated they participate in some sort of water activity
    (source: 2013 Colorado Parks and Wildlife, Outdoor Recreation Participation Survey)
  • The hot springs landing page on was the most visited activity page (2014)
  •  “hot springs” was the number one site search term on (2014)

Poole explains, “Glenwood Springs has many of the same activities and attractions as other alpine areas. But look what happens when you “just add water.” XUMA developed a revitalized strategy to focus on this concept. The logo depicts a trademark letter “G” floating in rippling waves. The underlying message on the creative materials is the rejuvenation and restorative powers of aquatic interaction. So powerful, it enables visitors to recapture their youth and rekindle relationships. This will be represented through advertising, billboards, and promotional items such as flip flops and water bottles. A complete overhaul of the website is also in the works.

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The goal of this campaign is not only to strengthen in-state visitation, but also to increase international awareness for Glenwood Springs, resulting in an even stronger, consistent year-round tourism economy.

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