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Cave of the Winds
Background
Cave of the Winds is one of Colorado Springs’ oldest and most popular tourist attractions: a honey-comb of natural caves within a fragile and scientifically important natural environment. Faced with declining visitor numbers, the management of the cave seeks a marketing strategy to increase public enjoyment and awareness of the cave and its natural features.
Strategy + Branding
Cukjati developed a marketing and branding strategy to move Cave of the Winds beyond the “road-side attraction” category to create an eco-evoking brand centered on management’s promise to preserve the cave as a top-class natural experience for visitors — a life-long educational center regarding caves and Rocky Mountain geology.
The Cave of the Winds brand is built around the property's unique ability to provide this authentic, natural tourism experience. The tagline, "Take a Geo|Venture," is the foundation of the company's marketing and promotional strategy to introduce people of all ages to the value of conservation and the wonder of their geological heritage through an authentic, educational experience featuring a variety of cave tours, nature trails and informative displays.
Creative
Cukjati revised the decades-old logo to be more visible on billboards and banners, and developed a new graphic look and feel to compliment the eco-evoking brand.
Web
The website, www.caveofthewinds.com, provides visitors with the convenience of online ticketing while also selling the total experience of Cave of the Winds’ history and geology. Cukjati's search engine optimization efforts brought the site to a TOP TEN position on Google in 2007 for those searching for information on Colorado natural attractions.
The Budget and Result
— $150,000+ budget
— Following a decade of yearly declines in visitor numbers, 2007 summer visitors to Cave of the Winds are up over 2% as compared to 2006.
— Web-based ticket sales total have exceeded goals by 33%.
— Web-based ticket sales with early-bird and guaranteed tour times have helped to ease crowding at the Cave during peak hours.
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Services
Secondary Market Research
Account Planning
Brand Vision
Creative
Information Architecture
Web Programming/Coding
Web Analytics
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
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