Today, the state of Colorado has joined other tourism boards in turning to the masses for its messaging with the launch of "Making Colorado." The initiative commissioned by state Governor John Hickenlooper and led by CMO Aaron Kennedy isn't confined to just one agency. Rather, it taps multiple shops and also seeks to involve the talent and ideas of all sorts of creative individuals within the state.
The effort has recruited branding pros like Made Movement, Sterling Rice Group and Karsh/Hagan to contribute ideas for a new identity, which the general public will be able to vote on. The site Makingcolorado.gov also asks Colorado citizens to Tweet, photograph or illustrate with the hashtag #makingcolorado "what makes Colorado, Colorado."
Although Colorado is well known for its gorgeous landscapes and outdoor fun, it will be interesting to see whether its recent legalization of recreational marijuana use will also make it into the marketing mix.
For other interesting examples of citizen-sourced tourism campaigns, check out Volontaire's Cyber Grand Prix-winning @Sweden campaign and BBDO Guerrero's fun Philippines meme.