Visit Durango has named Colle McVoy its new agency of record following a formal RFP process, tapping the agency to help evolve the Colorado destination’s brand while supporting its long-term sustainable tourism goals.
The remit includes brand strategy, creative development, media and go-to-market planning, with Colle McVoy also charged with evolving Visit Durango’s identity across paid, owned and earned channels.
“One of our top priorities was finding an agency that truly understood what makes Durango so unique,” said Rachel Welsh, Interim Head of Tourism at Visit Durango. “Colle McVoy demonstrated that from the start, and their experience building brands in ways that balance growth with sustainability made them a natural partner for where we want to take Durango next.”
The partnership will focus on attracting and engaging travelers while encouraging responsible visitation and protecting the qualities that make Durango distinctive.
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For Colle McVoy, that means treating destination marketing as more than a volume play.
“Great destination marketing goes beyond simply driving visits,” said Mike Schwab, SVP, Sustainability Lead & Group Account Director at Colle McVoy. “Our goal is to build a brand the community can see itself in while inviting travelers to discover Durango in a way that helps protect what makes it worth discovering.”
The account adds another tourism and sustainability-focused assignment to Colle McVoy’s portfolio, with the first major work under the partnership expected to launch in 2027.
