ethanbeute

Marketing | Environment | Culture

Tag: family vacation

“Live It Up” Follow-Up: Colorado Springs as “The Natural Fit”

When the Colorado Springs Convention and Visitors Bureau removed the new logos and video from VisitCOS.com and disabled public viewing on YouTube, it broke (slightly) my previous post about the Live It Up campaign.

Wishing I’d used KeepVid a week ago, I searched for it elsewhere online.

I didn’t find the Live It Up video, but I did learn that Colorado Springs is “the natural fit” for my family vacation, sporting event, or business conference!

Give a look to this video posted to YouTube in January 2011 by VisitCOS (the same folks who brought you (then took away) Live It Up):

 

 

Well, OK!  Nature moves to the fore and extends into lifestyle.

Let’s give a quick evaluation, primarily in terms relative to the Live It Up video you can no longer see.

A few positives:

  • shows off the natural beauty better than Live It Up
  • includes aerial shots and jib shots that immediately provide more production value than Live It Up
  • includes active shots that make the place feel far more alive than Live It Up
  • hits several major local institutions and phenomena missed by Live It Up (Pikes Peak, Garden of the Gods, Red Rock Open Space, Paint Mines Interpretive Park, USOC, AFA, Broadmoor, Hill Climb, Balloon Classic, Fine Arts Center, Colorado Springs Pioneers Museum, etc.)
  • gives Colorado Springs a one-of-a-kind feeling by definition
  • touches on regional history and connects it to present

A few negatives:

  • the music and voice are a bit too slow (don’t convey enough energy)
  • tries to do too much, selling to families, sporting events, business conventions (should be three separate 1:20 videos)
  • frequent discrepancies between the words being said and the video being shown (need to SWAP – sync words and pictures)
  • awkwardly abrupt ending (especially in comparison to the long :30 fade out on Live It Up)

 

The Bottom Line

As a slogan, The Natural Fit isn’t any more the answer than Live It Up; either would work fine and neither would work distinctively.

As a video, The Natural Fit feels more alive, rugged, vibrant, and exceptional than Live It Up.  It does a much better job of showing that living means doing – rather than simply saying it repeatedly and in different ways.

Live It Up would certainly have benefited from extensive re-use of shots seen in The Natural Fit.  Related: The Natural Fit could benefit from the skate park shots from Live It Up.

Both videos would convey more life and energy through quicker, more contemporary music, snappier sound from the voiceover artist and other speakers, and a higher cadence overall.

 

The Bonus Links: 

See more vintage Colorado Springs video rounded up by KRCC (Radio Colorado College).

Read the solid, relatively transparent view into the Live It Up branding process by the CVB.

Check out my initial post about the Live It Up campaign here at ethanbeute.com.

Where I’ve Been (Since I’ve Not Been Blogging)

This blog has been woefully neglected over the past couple months.  It’s not for a lack of ideas or opinions; I’ve got plenty.  Instead, it’s more an issue of habit and focus.  The former’s insufficiently formed as it relates to punching out short pieces here.  The latter’s been divided over other projects.

So: a quick rundown of things I’ve been doing instead of blogging and in addition to working full time (in a plenty demanding position) and being a very highly rated husband and father (really, just ask ’em).

EthanBeute, San Diego, ocean, photography, West Coast, waves, surf, water, beach

La Jolla, California: One of the places I've been instead of sitting down and blogging.

  • A family vacation to San Diego that inspired 11 photo sets, including visits to the Pacific Ocean (several), Joshua Tree National Park, Cabrillo National Monument, Torrey Pines State Park, Legoland, Los Angeles and more.  The photo above comes compliments of and merits compliments to my wonderful wife.
  • Landing an MBA scholarship from the Graduate School of Business Administration at the University of Colorado at Colorado Springs, an award for which I was pleased, excited, honored and appreciative.  Sure, it just involved completing their scholarship application, tightening up ye olde resume and constructing a couple short essays, but it still required dedicating an entire Saturday morning to the effort.  It all adds up.
  • Theme-building, copy writing and copy editing for Seeds Children’s Home.  For a decade, they’ve been providing food, clothing, shelter, education, medical care and discipleship to orphans and other children in need from the Kipsongo slum in Kitale, Kenya.  They’re launching an emergency fundraising campaign to get an orphanage built after the home they were renting was sold, displacing the orphans and their full time care providers.  This one’s just getting started; there’s plenty of work to be done.  I was invited into the project by a friend whose sales and marketing consultancy website I reworked earlier this year.
  • Messaging strategy and copy editing for Roundhouse Support, which specializes in technically supporting apps and app developers.  Little of my work is yet live, but the site’s getting a nice upgrade from Infront, a leading web design, development and SEO company here in Colorado Springs.
  • Learning about myself with the Culture Index, an assessment tool recommended highly by an esteemed colleague who specializes in true, internal branding.  I completed the online portion and await my initial and foll0w-up meetings to interpret the results and to turn them into practical action.
  • Ongoing miscellany with BombBomb, a video email marketing startup here in Colorado Springs.  Great idea (seriously, try it free!).  Great team.  Great fun.

Meanwhile, summer’s here!  Though I’ve enjoyed some quality outdoor time, I’ve only made it to one summit so far this season.

I do love this blog.  I also love helping people, learning things and going outside.  Everything in moderation, I guess!

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