DENVER -- In a new effort to promote elk license sales and support the rural communities that depend on hunting, the Colorado Division of Wildlife is launching a national marketing campaign aimed at challenging hunters to elevate their game by tackling a Colorado elk hunt this fall. The "Elevate Your Game" campaign targets hunters age 30 to 65 using football terminology and themes to raise awareness of Colorado elk hunting opportunities. The integrated television, print and web campaign, developed with Denver-based 5-Stone Advertising, is designed to reach millions of hunters across the country between mid-February and April 5. Division of Wildlife Director Tom Remington said that while the campaign has a national reach, it's designed as a proof-of-concept pilot project to test the effectiveness of marketing to resident and nonresident hunters alike. The goal of the campaign is to increase elk license applications for the limited license drawing as well as sales of leftover and over-the-counter licenses later in the year. "The Division of Wildlife's ability to manage big game for Coloradans and visitors depends on hunters," Remington said. "Hunting supports tens of thousands of jobs in dozens of communities across this state. Investing in new ways to encourage hunters to hunt in Colorado is just a smart thing to do." The Division is believed to be the first state wildlife agency to pursue a national hunter recruitment campaign of this type.
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