Information for Montana's Tourism Industry


Fort Benton

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.


Created with Admarket's flickrSLiDR.

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.

Sample Expandable Banner Ad (Yellowstone Grand Prismatic, 300x250)

Sample Expandable Banner Ad (Elk, 300x250)

National Geographic –Montana Microsite

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).


Created with Admarket's flickrSLiDR.

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.

CAMPAIGN STRATEGY
Build upon efforts from last warm season and winter campaigns by continuing to reinforce brand strengths of spectacular, unspoiled nature. Use iconic imagery and storytelling. Allow prospective visitors to see themselves in Montana by providing rich, interactive content and engaging trip-planning resources. Rally those who have been here to share their stories. 

KEY UNDERSTANDINGS

  • The strength in Montana’s offering is the vast amount of spectacular, unspoiled nature—sprinkled with charming gateway towns—that offer breathtaking experiences and relaxed hospitality.
  • Vacationers’ primary attraction to Montana is Yellowstone National Park, followed by Glacier National Park, and Mountains/Forests.
  • Interest in the national parks is at an all-time high. Efforts should leverage this trend for the benefit of all Montana.

 (Sources: ITRR, 2006; Bento/primegroup brand research, 2007; Leisure Trends Group, 2009)

TARGET AUDIENCE
The Geotraveler: well-educated; environmentally aware; socially-conscious as demonstrated by civic engagement, cultural interests and/or lifelong learning; frequent and passionate travelers seeking authentic travel experiences (3+ trips/year, spending a disproportionate amount of income on travel).

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.)

GEOGRAPHIC MARKETS
National, with emphasis in key markets Chicago, Seattle, and Minneapolis/St. Paul

NATIONAL & KEY MARKET ADVERTISING BUDGET
$2,520,000

TIMING
March 1, 2010 - August 31, 2010

FOR MORE INFO
Katy Peterson, Consumer Marketing Manager, Montana Office of Tourism
kapeterson@mt.gov or 406-841-2896