MAKING ESTES INSPIRED

There’s nothing quite like the transformative feeling of rock climbing in Estes Park. But a new short film produced by TURNER and Visit Estes Park comes close. Starring Estes Park native and world-renowned rock climber Tommy Caldwell and his extended family, Estes Inspired: Tommy Caldwell features gorgeous hi-def cinematography and insightful interviews with Tommy. The short film is the first installment in the Estes Inspired series, which will spotlight other Estes Park locals and tell unique stories. The overarching goal is to bolster the town’s credibility as an unpublicized adventure haven without equal in the Rocky Mountains, attracting a younger demographic who are inspired by experiences, beautiful places and people — as opposed to things. At the same time, we will increase traffic on the Visit Estes Park website and elevate the town’s social channels.

What We Did

Visit Estes Park didn’t want a traditional tourism video approach, so our storytelling was rooted in how Estes Park inspires and shapes people. Tommy’s story correlates to Estes’ primary messaging of accessible adventure, family-friendly and timelessness – all of which came to life beautifully as we worked with Tommy’s family. Ultimately, Estes Park would like to produce a series that they can hang their hat on — a body of work that the town/CVB becomes known for producing and releasing.

To create the film, TURNER worked with producer Alex Rosen, known for his work with CNN, HBO, Showtime, Vice, and many other outlets. TURNER developed the storyline, scripted with Tommy and shot in and around Estes Park for three days (including Rocky Mountain National Park). The video premiered on the popular climbing website Rock and Ice.

Results

Coinciding with Visit Estes Park’s new website launch, the video’s results exceeded expectations: 17,033,731 total impressions; number one most visited page on site (more than 52,500 pageviews within a month), more than 85 percent being first-time visitors; and three times more social engagement than average posts. Further Estes Inspired videos are in production now.