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CPW launches new campaign aimed at blending outdoor recreation with conservation

Posted at 10:18 AM, May 07, 2019
and last updated 2019-05-07 12:18:11-04

DENVER — Colorado Parks and Wildlife has unveiled a new campaign aimed at encouraging Coloradans to unite and appreciate the value of the state’s outdoor areas.

CPW announced the Live Life Outside campaign on Tuesday morning.

“CPW has the awesome responsibility of providing quality state parks experiences and conserving our wildlife, so we naturally encourage people to live life outside,” said Tony Gurzick, marketing and creative services manager for CPW. “People recreating in Colorado brings jobs and economic growth, and promotes health and well-being. But we also know that recreation impacts the resources we love. We all need to play a role in making sure that our lands, waters and wildlife are here for future generations.”

CPW decided to pursue the new tagline and strategic campaign after searching for a way to remind residents about the importance of conservation and responsible recreation. The organization surveyed its staff to determine how they wanted to communicate the agency’s conservation mission.

The outcome of that survey was Live Life Outside. This tagline highlights the passion of CPW and the Colorado outdoor community, while also creating the opportunity to talk about recreation in the sense of conservation.

More than 90 percent of the state’s residents say they recreate outside, according to a recent report from CPW and Southwick Associates. The report also found that outdoor recreation has a $62.5 billion economic impact in Colorado.

“Whether you enjoy hiking, hunting, bird watching, rock climbing or any activity in between, we all need to work together to conserve the resources that make Colorado home,” Gurzick said.

To learn more about this new campaign, visit