2010 WARM SEASON NATIONAL & KEY MARKET CAMPAIGN
The Montana Office of Tourism (MTOT) launched its warm season campaign on March 1st. Based on research conducted on its 2009 campaigns, MTOT is continuing with last year’s successful breakthrough print advertising, “There’s Nothing Here.” The campaign integrates other key learnings—such as the power of wildlife, that stunning scenic shots can stand alone, and the impact of well-placed out-of-home advertising. Online media continues to be an effective, efficient way for MTOT to deliver rich user experiences and unsurpassed trackability.
Here’s a quick campaign overview:
MEDIA & CREATIVE:
PRINTAdvertising in a variety of travel and lifestyle publications. View slideshow of three (3) full-page ads and special sections below.
VIEW SPECIAL SECTION: The New Yorker (selected circulation of April 19, 2010 issue)
VIEW SPECIAL SECTION: National Geographic Traveler (May/June 2010 issue)
VIEW SPECIAL SECTION: Audubon (March/April 2010)
ONLINE Traditional web banners, expandable banners, and microsites with content sites like Backpacker.com and the Away Network, plus keyword buys on search engine sites.
OUT-OF-HOME (Key Markets Only): bus wraps, interior bus signage, train wraps, interior train signage, rail station platform signage, billboards, Minneapolis Skyway System, storefront signage (exterior takeovers of unrented retail storefronts).
RADIO (Key Markets Only): Two 60-second spots (“Nothing Hike” and “Nothing Creek”) were customized to each key market of Chicago, Seattle, and Minneapolis/St. Paul. In MSP, MTOT cost-shared one spot with the Big Sky CVB.
(Sources: ITRR, 2006; Bento/primegroup brand research, 2007; Leisure Trends Group, 2009)
Includes men and women, ages 25-64, household income of $50,000+, college graduates, active leisure travelers (with vacation behaviors like visiting national parks, hiking/backpacking, skiing, fishing, etc.)
NATIONAL & KEY MARKET ADVERTISING BUDGET
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