Rocky Mountain Advertising Campaign

Congratulations Team!

We've been asked to join in a national competition for an advertising campaign to promote Rocky Mountain National Park as a vacation spot. The State of Colorado  has decided to focus its attention on creating advertisements for 3-5 different styles of magazines (travel, sports, science, mainstream, and others). Colorado's tourism board has requested that we provide a set of advertisements (minimum of 3) for its viewing.

In order to accomplish this assignment, you'll need to refer to the Bedford Reading (pages 27-31) as well as previous class discussions on the following:

Rhetorical Elements of Visual Design and the Rhetorical Situation
As the author of this particular visual space you have an opportunity to discuss the topic at hand in connection to your particular issue as well as express your own particular position to a larger discourse community--the magazine.

Who is your audience? What is that you want them to take with them as a moment of memory? (Ralph Waldo Emerson speaks of providing the audience with a shining ball of the light that the speaker/author provides as a connecting link to the speech/essay/web page. . . former President, George Bush's idea of the "thousand points of light" is just such a memory)

Ethos: An appeal to the audience through the credibility of the speaker, writer, designer
Pathos: An appeal to the audience via emotion
An appeal to the audience through reason

Keeping your audience in mind, what do you feel is your most important message for this particular webpage? You can also use your second most important. (Aristotle tells us that we need to make sure that we put our most important messages first . . . second . . . and third.)

How do you want to get your point across? Like the web, advertising is a form of media that allows you to use a mix a different styles in order to express your particular spin on the topic at hand. You are welcome to use color, font, images, backgrounds, words, and sound as part of your project. However, you need to keep in mind that more does not always equate better. In addition, you have the opportunity to provide your audience with direct appeals (ethos, pathos, logos) that connect the viewer to the topic.

Your  group will be assigned a magazine. As a group you will need to determine how to best appeal to your audience . In addition to the pictures below, the Colorado tourism board has provided a set of tools that will help you construct storyboards for your advertisements.  They include photos, information, links, scissors, crayons, paper, and glue.

Using the tools provided, and your own ingenuity, go ahead and develop and advertisement for your particular magazine.

Do not forget to add a disclaimer pointing out that your advertisement is sponsored by the State of Colorado Tourism Board.

Gross Area Acres for FY 2004 - 265,828
Gross Area Acres for FY 2003 - 265,828
Gross Area Acres for FY 2002 - 265,765

Total Recreation Visits for FY 2004- 2,925,586
Total Recreation Visits for FY 2003- 2,979,586
Total Recreation Visits for FY 2002- 3,005,529

FY 2004 Annual Budget is $10,337,000
FY 2003 Annual Budget is $10,351,000
FY 2002 Annual Budget is $10,082,000
Some Initial Info:
Established on January 26, 1915, Rocky Mountain National Park is a living showcase of the grandeur of the Rocky Mountains. With elevations ranging from 8,000 feet in the wet, grassy valleys to 14,259 feet at the weather-ravaged top of Long's Peak, a visitor to the park has opportunities for countless breathtaking experiences and adventures.

Elk, mule deer, moose, bighorn sheep, black bears, coyotes, cougars, eagles, hawks and scores of smaller animals delight wildlife-watchers of all ages. Wildflower-lovers are never disappointed in June and July when the meadows and hillsides are splashed with botanical color. Autumn visitors can relax among the golden aspens or enjoy the rowdier antics of the elk rut (mating season).

359 miles of trail offer endless opportunities to hikers, backpackers and horseback riders. Fly fishers, bird-watchers and photographers discover the splendor that they traveled so far to find. During the winter, snowshoers and cross-country skiers revel in the white-blanketed tranquility of meadows and forests.

60 peaks rising above 12,000 feet challenge intrepid hikers and climbers. Anyone visiting between Memorial Day and late autumn can see many of these peaks eye-to-eye by driving over Trail Ridge Road. Topping out at 12,183 feet, this is the highest, continuous, paved road in the United States.

Front-country and backcountry campers have hundreds of campsites to choose from. Civilization and its amenities are available in the towns of Estes Park and Grand Lake which flank the park on the east and west sides respectively. Ranger-led activities are an entertaining way to learn more about your surroundings. Plan some time to acclimate to the high altitude and come find your adventure in Rocky Mountain National Park.

Some links that might be helpful:
Many of the above photos were found here:
Others are from my own collection of RMNP photos