Here, Here and Here: A Made-In Colorado Campaign
DENVER (Nov. 13, 2013) – Connect for Health Colorado™ is encouraging health insurance enrollment with a ‘Made in Colorado’ campaign that focuses on the opportunities that are available for residents from Alamosa to Burlington, Craig to Kiowa, Gunnison to Fort Collins and all points in-between. Thousands of Coloradans have already enrolled since Colorado’s own marketplace opened October 1 for individuals, families and small businesses.
“We designed our Marketplace to reflect what is important in our state – an open, competitive environment with lots of choice,” said CEO Patty Fontneau. “As we communicate and educate about the new health insurance options, we wanted to have Coloradans speaking to fellow Coloradans.”
The $4.2 million paid media campaign, produced by Denver-based agency PILGRIM, includes television, radio, print, online, mobile, billboard and search engine marketing tactics. In addition to advertising, Connect for Health Colorado is taking part in education and outreach events across Colorado and grassroots outreach at sports events and high-traffic locations. [View TV ads on YouTube.] There also are new educational web videos and informational materials about the Marketplace and new federal tax credits – in English and Spanish – available on the web site ConnectforHealthCO.com.
Advertising video and photographs were taken in Colorado Springs, Pueblo, Frisco, Grand Junction, Ouray, Lakewood, Commerce City, Idaho Springs and Denver. They feature small business owners and the Denver Rolling Nuggets, a wheelchair basketball team, a local hospital and Colorado residents.
“It touches our community constantly, the young, creative community,” said Director Jasper Gray of Futuristic, the Denver-based film and production company that shot the television spots. “I see it time and time again, people who get sick or hurt don’t have insurance, and then can’t get it because then they have a pre-existing condition. Our whole community is one that needs to think carefully about health insurance and should benefit from these changes.”
Many partner organizations, including the Colorado Consumer Health Initiative, One Colorado and the Piton Foundation, are launching their own campaigns to drive customers to Connect for Health Colorado. These initiatives are separate from the Connect for Health Colorado campaign.
About Connect for Health Colorado
Connect for Health Colorado is a new health insurance marketplace that opened for business in October 2013 for individuals, families and small employers across Colorado. This one-stop online marketplace includes a customer support network of Customer Service Center Representatives, Health Coverage Guides and licensed brokers to help Coloradans find the best health plan for their needs. Connect for Health Colorado is the only place where Coloradans can access new federal financial assistance to reduce costs. Coverage begins January 1, 2014. Connect for Health Colorado is a non-profit entity established by a 2011 state law.
PILGRIM is a full-service, digitally–enabled communications company focused on Journey brands: travel, health and financial brands that transport or transform you. PILGRIM uses the latest mass media, online and social marketing tools to create transformational campaigns that change the way people think about a brand and help clients win in highly competitive marketplaces. Based in Denver, the agency’s client list includes AAA Colorado, CollegeInvest Colorado, Colorado Wine Country, Connect for Health Colorado, Gates Corporation, Rocky Mountain Health Plans, The Wildlife Council, and Visit Laramie. www.ThinkPilgrim.com