The Colorado Tourism Office aimed to elevate Colorado as a national leader in accessible outdoor adventure by making its trails, parks, and natural spaces more discoverable and more welcoming to travelers with disabilities. The objective of the 2025 Accessibility Campaign was to expand visibility of Colorado’s accessible recreation options and equip residents and visitors with the resources they need to explore confidently.
To achieve this, AllGear Digital, AllTrails, and the Colorado Tourism Office collaborated on a multi-channel campaign anchored by a first-of-its-kind Accessible Colorado sponsored trail list on AllTrails. The curated collection highlighted wheelchair-friendly trails across the state, providing detailed guidance from AllTrails’ trail experts and positioning accessible adventure as central to Colorado’s outdoor identity.
The team created an integrated ecosystem of content and media that reached audiences across platforms they actively trust:
Ultimately, the partnership between media publisher AllGear Digital and AllTrails, the world’s most popular and trusted platform for outdoor exploration, demonstrated that accessibility is integral to outdoor adventure. . The campaign inspired exploration, expanded representation in outdoor storytelling and highlighted inclusivity.
The 2025 Accessibility Campaign was designed to reimagine how outdoor destinations can authentically represent and support travelers with disabilities. Colorado is home to stunning natural landscapes, yet accessible adventure content has historically been scattered, inconsistent, or difficult to locate. The team set out to change that through a cohesive content and media activation that brought accessibility to the forefront of Colorado’s outdoor identity.
The foundation of the campaign was a first-of-its-kind Accessible Colorado sponsored trail list, “Adventure Belongs to Everyone,” on AllTrails, the most trusted platform for outdoor exploration and a partner property in the AGD+ extended advertising network. The list featured a curated selection of fully or partially wheelchair-accessible routes, hand-picked and vetted by AllTrails experts. In addition to trail recommendations, the list included trip-planning guidance and nearby accessible amenities to help travelers feel more welcome, prepared, and confident as they explored. This collection served as the thematic and visual anchor for all subsequent campaign elements.
To expand reach and encourage deeper exploration, the team built a co-branded Colorado Tourism and AllTrails landing page that housed the trail list, accessibility details, and feature imagery showcasing real adaptive athletes and trail users. This destination served as a centralized hub where inspiration, information, and on-platform exploration converged.
The campaign then extended across a series of coordinated channels through AllGear Digital’s owned editorial platforms as well as across the AGD+ extended advertising network. High-impact placements on AllTrails and e-news distribution delivered broad visibility and positioned the content directly in front of active outdoor enthusiasts. Social amplification across GearJunkie and AllTrails reinforced the message with dynamic, motion-forward assets and inclusive imagery, including carousel posts, Instagram Story sets with 95%+ completion rates, and co-branded paid promo ads across the network.
A custom editorial article on GearJunkie further deepened the narrative, spotlighting accessible Colorado trails and personal stories that contextualized why accessibility matters in outdoor travel. This long-form content extended the campaign beyond inspiration into education, offering practical detail and community-driven perspectives.
One of the campaign’s most meaningful challenges was navigating the responsibility of representing accessibility with accuracy, authenticity, and respect. Unlike typical outdoor programs, accessibility content must balance inspiration with practical detail to ensure information is both motivating and fully trustworthy. The team worked closely across Colorado Tourism, AllTrails, and AllGear Digital’s editorial teams to refine language, imagery, and standards so the content felt empowering rather than performative.
An unexpected strength of the campaign emerged through earned influencer engagement, including organic coverage from high-profile accessibility advocates such as @CurbFreeCoryLee. Although not part of the paid plan, this amplification demonstrated authentic community validation and reinforced the campaign’s credibility.
Across all touchpoints, the program operated as a fully integrated ecosystem, connecting purpose-driven storytelling with platform-native design and inclusive creative expression. Together, Colorado Tourism, AllTrails, and AllGear Digital built a campaign that elevated accessible adventure as a core part of Colorado’s identity and set a new benchmark for how destinations can champion inclusion in outdoor travel.
The 2025 Accessibility Campaign delivered strong, multi-layered impact across visibility, engagement, and community resonance, proving that purpose-driven storytelling can drive reach and meaningful connection.
Across AGD+ and AllTrails, the campaign generated 18M+ impressions, giving accessible travel content unprecedented visibility in front of active outdoor audiences. High-impact AllTrails placements ensured the campaign reached users at moments of exploration and trip planning, reinforcing Colorado’s leadership in accessible adventure.
Engagement metrics demonstrated how deeply the creative approach resonated. Despite a very short flight of less than 30 days, distribution of the Accessible Colorado trail list across AllTrails, GearJunkie, and the AGD+ network drove 16K+ combined page views, clicks and engagements, including: a 95%+ completion rate on multi-frame Instagram Story sets.
Another powerful signal of the campaign’s authenticity came from the disability community itself. The campaign earned organic amplification from accessibility leaders such as @CurbFreeCoryLee, whose posts reached 37,798 views and generated 1,573 engagements, along with dozens of heartfelt community comments affirming how meaningful accessible trail information is for adaptive travelers. This user-driven validation underscored the campaign’s credibility and cultural impact.
Collectively, these results show that accessible adventure content, when crafted with care, accuracy, and representation, can drive high engagement across platforms and inspire real-world exploration. The campaign successfully elevated Colorado as a destination where outdoor experiences truly belong to everyone.
