Diversity and creativity will be prominent themes in Aurora’s new marketing campaign to attract tourists.

Visit Aurora, the city’s official marketing organization, announced a rebranding campaign Tuesday.

The campaign, “Our Story, Our Way,” seeks to showcase Aurora as an inclusive destination that welcomes all, officials said in a news release. 

Aurora, like other places around the country, is experiencing economic pressure to resume travel, according to Visit Aurora spokesperson Alexis Watts.

According to the Dean Runyan Associates report, travel spending in Colorado hit almost $28 billion in 2022. Travel-related employment in the state added 15,700 jobs and travel-generated state and local tax revenue hit almost $1.7 billion.

Since Aurora is Colorado’s third largest city, its marketing – specifically related to attracting travelers – significantly impacts the state’s overall economy, Watts said.

Well-developed and inspirational campaigns are vital to this success and will “buffer the impact of challenging economic conditions,” Watts said. 

Visit Aurora called the city “a melting pot of cultures, languages, and traditions” with more than 160 languages spoken, making it one of the most diverse cities in the nation, officials said. 

“‘Our Story, Our Way’ captures the essence of a city where the heart resides within each of us,” according to a news release. “The campaign highlights the warmth and hospitality of our community, emphasizing that when you visit Aurora, you are not just a tourist; you become an integral part of our tapestry.”

People experience destinations for the first time for reasons including work, vacation, visiting family and passing through, Visit Aurora’s Vice President of Marketing and Administration Randi Morritt said. 

Since it is early in the campaign, it is “impossible” to estimate the impact it will have on travel to Aurora right now, Morritt said. However, it gives them an opportunity to connect with people visiting for non-vacation reasons and show them all the city has to offer.

Aurora was ranked 25th on event platform Cvent’s list of top meeting destinations in the United States. The city is home to professional venues and operations such as the University of Colorado Anschutz Medical Campus, Buckley Air Force Base and Gaylord Rockies Resort and Convention Center.

“We have the unique opportunity to get in front of visitors and shape their perspectives,” Morritt said. 

At the core of the rebranding is Visit Aurora’s commitment to being community-minding and welcoming, which stems from the city’s “thriving” immigrant and refugee community “that has enriched the city in every possible way.”

The campaign, in partnership with travel and hospitality marketing agency MMGY Global, will include a series of multimedia content, including videos, and interactive experiences, according to the release.

Visit Aurora was established in 2009 and went through its first official branding process in 2016, according to Watts. 

Since then, the city has evolved and grown and the city is rebranding to reflect its transformations, Watts said. 

Visit Aurora launched the campaign Tuesday and invites “visitors near and far” to celebrate the city and follow it on social media at @VisitAuroraCO. 

“We’re all about delivering an experience that’ll stick with visitors long after they have returned home,” Visit Aurora President and CEO Bruce Dalton said. “Aurora isn’t just some dot on a map; we’re a proud blend of innovation, nature and community that comes together to create meaningful and memorable connections.”