Cass was awarded marketing and advertising grant funds from the State of Colorado two years in a row. The projects promoted the History and Heritage of Colorado while highlighting the “Old West. New Adventure” of Clear Creek County.
Overview
The first matching grant of $25,000 allowed for completion of a new program targeting Front Range residents and out of state visitors to explore Colorado history and mining heritage through an interactive map, trip itineraries, and special events.
The main objective was to increase overall visitation to Clear Creek County, while showcasing the four historic mining districts, and lead visitors to explore gold and silver mines, mills, and the opportunity to discuss our history and heritage with County historians.
The second matching grant of $25,000 further defined Clear Creek County as the perfect mountain escape located 20 miles west of Denver. With the main objective to shift the visitor perception from a “pass-through” community to a “destination”.
Main projects included developing a digital, easy to use itinerary builder. The platform would introduce amenities, showcase local businesses, and generate custom itineraries.
Kick Off Event
Cass organized a kick off event to bring the community together to share the new campaign and encourage local business owners and industry professionals to champion the value of tourism in the community. More than 300 people boarded the Georgetown Loop Railroad and headed to the Lebanon and Everett Mines for an evening of dinner, music, mine tours, and information on the new campaign.
Mascot + Ambassador
From the start of the project there was incredible support from the local mining attractions, historical societies, and key stakeholders through participation and in identifying appropriate attractions and landmarks to include on the map and in the digital itineraries. This initial process also identified the need for a “tour guide” or an “interactive character” for the printed map to make the new program fun, interactive, and engaging and from this C.J. Miner aka our mini miner mascot was created…
What’s in a name?
Although CJ Miner is a fictional character, his name represents the Cornish miners often called “Cousin Jack’s” and “Cousin Jenny’s” as other miners struggled to pronounce their Cornish names.
Fun Fact: While Cass was researching Gold Rush History regarding George A. Jackson, she discovered that prior to Jackson’s discovery of gold at the Confluence of Chicago Creek, he had served in the military and was given the name “Captain Jackson”.
Both “Captain Jackson” and “Cousin Jack’s” led to the C.J. in the mascots namesake.
Grant Success
The initial grant produced; 30,000 adventure guides, 20,000 mini miner die-cuts, 6,000 new page specific website visits, 9,000 social media engagements, 15,000 web page views with the State Tourism Co-Op, 3.8 million impressions during an 8 week network campaign and an additional 12,000 visits to the website, 26,000 views on YouTube and Facebook, and 600,000 billboard impressions.
The second grant produced; 25,000 page views on the itinerary builder, 4,000 custom itineraries, 62,000 ads to newspaper subscribers, ads printed in 50,000 Westword publications, 26,000 impressions on Westword advertisements, email/newsletter impressions of 43,000 to Westword eNewsletter subscribers, 1 million impressions during a 12 week network buy and an additional 5,000 visits to the website, 10,000 mini miner die-cuts, as well as posters, window clings, and itinerary information sheets.
Continued Brand
CJ Miner became an extension of the marketing brand for the Tourism Bureau and he led special projects and campaigns ongoing. From Leave No Trace to Sustainability and general ambassador messaging, CJ Miner became the travel guide and Disney-esque image of the Clear Creek County Tourism Bureau.
Many interacted with the character and submitted images while visiting the local communities of Idaho Springs, Empire, Georgetown, and Silver Plume.
More than eight years have passed since CJ Miner made his debut! Truly, this was a great project to highlight Colorado’s mining history as it applies to Clear Creek County. It was also an opportunity to highlight the mine tours that operate daily; Phoenix Gold Mine, the Argo Mill and Tunnel, the Edgar Mine, the Capital Prize Mine, and the Lebanon and Everett Mines.
Like the water running through Clear Creek, so the History and Heritage of the County and its mining community will continue to flow from generation to generation.
