Montana Office of Tourism

STAFF PRESENTATIONS

2010

Marketing Report to the Tourism Advisory Council (February 2010)

Covers the 2010 warm season campaigns: National, Key Market (Chicago, Minneapolis, and Seattle), and In-State. Includes goals, objectives, strategy, creative executions, media approach and spending, and measurement tools.
 

Montana’s High Plains – Overview of 2009 Campaign Survey

A brief summary of the research conducted on the 2009 Montana’s High Plains campaign by the Institute for Tourism & Recreation Research (ITRR) at the University of Montana. Survey measured awareness level for Montana’s High Plains, perceptions of the area as a vacation destination, and intent to travel.

2009

Marketing Report To The Tourism Advisory Council (October 2009):

This report recaps performance and results of the 2009 national and key market warm season campaign efforts, including a summary on the brand awareness research performed by Leisure Trends Group.

This report also provides an overview of the 2009-2010 campaign strategy. Specific details (creative and media placement) on the winter campaign are also included here.

NYC Sponsorship
“FEEL FREE” NYC Sponsorship Video (:60)

Marketing Report to the Tourism Advisory Council (June 2009)

This presentation opens by presenting a summary of the early reactions to and media coverage of the 2009 print campaign, “There’s Nothing Here.” It also showcases the creative used in key market campaigns in Atlanta, GA, and Chicago, IL, to build brand awareness among potential first-time visitors.

The presentation further details the Montana Office of Tourism’s strategy to generate visitation in a challenging economy. Two campaigns have been designed to encourage regional and local audiences to travel the state, while addressing the current consumer travel trends of value (with particular emphasis on national parks/camping trips) and shorter, closer-to-home travel. Backroads Montana is a campaign targeting Salt Lake City and Seattle residents and promotes travel to Glacier, Yellowstone, and Montana’s High Plains regions; Montana’s High Plains, a campaign promoting travel to the eastern part of the state, is running in Missoula, Bozeman, and Bismarck, ND markets.

Montana’s High Plains Radio Spots
Bighorn Canyon (:60)
Upper Missouri (:60)
CM Russell/Ft Peck (:60)

Montana’s High Plains TV Spot
“Too Late” (:30)

Montana’s High Plains Media Plan
MTHP Media Plan – Summer 2009

2009 National Print Campaign – Creative Backgrounder

This is an overview of the 2009 national print campaign creative. It’s a bold concept designed to breakthrough in a very competitive media environment (magazine). It’s also been research-tested with our target audience (first-time geotravelers, drawn to Montana for its national parks) to ensure it’s delivering our brand message. Read on for more info.

Publicity Values Reports

Montana is inherently press worthy, and that’s part of why our state garnered over $15 million dollars in travel-related publicity in FY09. Utilizing our new PRTrak software, the Publicity Program has improved how we capture and report on travel and tourism-related stories. In this section, we will provide comprehensive, regularly updated reports detailing many data-rich aspects of our PR coverage.
PR Trak Publicity Value Report:July 2008 - June 2009

Tourism Trends and Outlook Presentation (March 2009)

Presented at the Partners’ Marketing Plan meeting in Helena on March 5, 2009. This presentation highlights how the tourism industry has been performing nationally and in Montana and given the economic climate, what the projections are for tourism in 2009. It also reviews current trends affecting the industry and provides some suggested marketing tactics.

Marketing in an Economic Downturn (March 2009)

Presented at the Partners’ Marketing Plan meeting in Helena on March 5, 2009. Valuable marketing lessons can come from both within tourism circles and from outside it. This presentation provides some marketing strategies and shares examples of how other companies and organizations are marketing, or have successfully marketed, during tough times.

Consumer Marketing Report (February 2009)

This presentation unveils the strategic and creative direction the Montana Office of Tourism is taking for the 2009 warm season marketing campaigns. It includes campaigns designed to target both the first-time and repeat visitor over several months; target markets; media used; and budgets. It also includes the new 2009 print creative. For the first time, the Montana Office of Tourism tested its creative with its target audience to make sure we were delivering a powerful and engaging message that supported our primary brand pillar of “the most spectacular, unspoiled nature in the Lower 48.” Summarized results of that testing and the print creative that resulted are included in this presentation.

Montana Office of Tourism's Revenue Update- TAC 2/03/09


2008

Comparison- Revenue Reports and Smith Travel Research

Consumer Marketing Report TAC October 2008

2008 Winter Radio Spots
Sleigh
Yeti

Consumer Marketing Report TAC June 2008

Consumer Marketing Report February 2008

Tourism 101 Powerpoint Presentation

The Tourism 101 presentation provides a wealth of information about the travel and recreation industry in the state of Montana. Through this presentation, we hope you gather some valuable insight about the vital role tourism plays in sustaining Montana’s economic health and vitality and discover ways in which Travel Montana can assist you in accomplishing your tourism goals.

2008 Summer Radio Spots
Embellish
Fudge It
Little White Lie

Website Evaluation and Conversion Study Results
Conducted for Travel Montana by TNS Global, these presentations provide the results of studies on visitmt.com and skimt.com for the 2007 winter and summer travel seasons. These studies analyzed website users perceptions of Montana and the website, demographics, site usage, and travel intentions & behaviors.

Trends in Tourism Presentation (February 2008)
Presented at the Annual Marketing Plan meeting in Fort Benton on February 11, 2008.  This presentation highlights current trends affecting tourism in the U.S.as well as in Montana and re-caps ITRR research about Montana’s non-resident visitors.


2007

2007-08 Winter Radio Spots (featuring Governor Schweitzxer):
Montana Roadshow- Minnesota market (:60)
Montana Roadshow- Seattle market (:60)

Consumer Marketing Report TAC October 2007

Consumer Marketing Report TAC June 2007

Consumer Marketing Report TAC February 2007


2006

Montana’s Consumer Advertising Campaign (October 2006) PowerPoint Presentation

Presented to the Tourism Advisory Council at its October 1-3, 2006 meeting. Reviews results, inquiry numbers and website visitation from the 2006 warm season campaign. Summarizes findings from the 2006 MN Winter Key Market ad awareness/conversion study. Presents the 2006-07 winter campaign, including the “Win Your Own Mountain” promotion. Six radio spots were developed for this campaign (listen below); the web component includes online videos/podcasts (watch iTunes sample below).

Governor Schweitzer Minnesota Radio Spots:
Vote for Montana – REI Promo (:60)
Bumper Stickers (:60)
Vikings (:60)

Governor Schweitzer Seattle Radio Spots:
Win Your Own Mountain – Great Harvest Promo (:60)
Much in Common (:60)
Clichés (:60)

iTunes Podcast

Montana’s Consumer Advertising Campaign (June 2006) PowerPoint Presentation

Presented to the Tourism Advisory Council at its June 4-6 meeting. Shares preliminary web campaign results from the 2006 warm season campaign. Presents additions to the warm season campaign, including Chicago newspaper & Montana GPS Quest.

Montana GPS Quest Radio Spots:
Hammy (link to MP3)
First There Was (link to MP3)

Montana’s Consumer Advertising Campaign (February 2006) PowerPoint Presentation

Presented to the Tourism Advisory Council at its February 6-8 meeting. Summarizes 2005 inquiry reports, features preliminary results of the FY2006 winter campaign & introduces FY2006 warm season campaigns.


2005

Montana’s Consumer Advertising Campaign (October 2005) PowerPoint Presentation

Presented to the Tourism Advisory Council at its October 3-4, 2005 meeting. Reviews our winter season campaigns.

Governor Schweitzer Minnesota Radio Spots:
Preparations (link to MP3)
Shared Values (link to MP3)
Weather Page (link to MP3)

Crisis Communications

Presented to regions, cvbs and Tourism Advisory Council members in Big Sky on June 8, 2005. This presentation provides details on managing information during crisis situations and emphasizes planning and preparation.

Montana's Dinosaur Trail

The Montana Dinosaur Trail presentation has been made to numerious trail community groups during it's kickoff year 2005.

Montana’s Consumer Advertising Campaign (February 2005) PowerPoint Presentation

Presented to the Tourism Advisory Council at its February 7-8, 2005 meeting. Summarizes 2004 inquiry reports, re-caps several winter campaigns and reviews Warm Season campaign.

Winter Campaign Conversion Research – Executive Summary Powerpoint Presentation

Presented to the Tourism Advisory Council at its February 7-8, 2005 meeting. This presentation summarizes the results of contracted research examining the effectiveness of Travel Montana’s 2003/2004 winter advertising efforts in generating visitation to Montana. A full report can be found under Advertising Campaign Conversion Studies at www.travelmontana.org/research.


2004

Montana's Consumer Advertising Campaign (October 2004) PowerPoint Presentation

Presented to the Tourism Advisory Council at its October 4-5, 2004 meeting. Primarily reviews the Winter Season campaigns and summarizes year-to-date Inquiry Reports.

Montana's Consumer Advertising Campaign (June 2004) PowerPoint Presentation

Presented to the Tourism Advisory Council at its June 7-8, 2004 meeting. Re-caps Warm Season campaigns and summarizes year-to-date Inquiry Reports.


2003

Montana's Consumer Advertising Campaign (October 2003) PowerPoint Presentation

Presented to the Tourism Advisory Council at its October 6-7, 2003 meeting. Reviews the Winter Season campaigns and summarizes inquiry reports.

Montana's Consumer Advertising Campaign (June 2003)

PowerPoint Presentation presented to the Tourism Advisory Council at its June 2-3, 2003 meeting. Re-caps warm season campaigns and summarizes inquiry reports.

Montana PI TV Conversion Study - Executive Summary PowerPoint Presentation

Presented to the Tourism Advisory Council at its February 3-4, 2003 meeting. The purpose of this study was to assess the overall effectiveness and efficiency of the Warm Season 2002 Travel Montana Per-Inquiry television advertising campaign by measuring intent to visit Montana, as well as profiling Montana visitors, evaluating Montana images by visitors and potential visitors and measuring the influence fulfillment information has on the visitors and potential visitors decision and length of visit.

Travelscope PowerPoint Presentation

Presented to the Tourism Advisory Council at its February 3-4, 2003 meeting by Mary Jo Torrey, Manager of Cooperative Research for the Travel Industry of America. Travelscope is research which Travel Montana subscribes to annually through the Travel Industry Association which provides quantitative data on U.S. domestic travel volume, trip characteristics, and travel patterns at the national and state levels. This presentation reviews Travelscope, the new ravelscope Express software and provides an analysis of Montana travel.

Montana's Consumer Advertising Campaign (Febuary 2003)

Presented to the Tourism Advisory Council at its February 3-4, 2003 meeting. Summarizes inquiry reports, re-caps some winter campaigns and reviews Warm Season campaign.

Travel Montana’s Tourism Infrastructure Investment Program (TIIP)

Presented to the Tourism Advisory Council at the Helena meeting, February 3, 2003. Provides an overview of the Tourism Infrastructure Investment Program and projects that have received funding since the program began in 1995.

Montana Community Tourism Assessment Program (CTAP)

Presented to the Gateway to Opportunities Economic Development Forum in Glendive, January 8, 2003. Provides an overview of the Community Tourism Assessment Program and examples of how four communities have used the process in their tourism development efforts.

Special Event Grant Program (SEGP)

Presented to the Gateway to Opportunities Economic Development Forum in Glendive, January 8, 2003. Provides an overview of the Special Events Grant Program and lists 12 special events that received funding assistance in 2002.


2002

Montana's Consumer Advertising Campaign (October
2002) PowerPoint Presentation

Presented to the Tourism Advisory Council at its October 7-8, 2002 meeting. Reviews the Winter Season campaign and summarizes inquiry reports.

Montana's Consumer Advertising Campaign (June 2002)

PowerPoint Presentation Presented to the Tourism Advisory Council at its June 3-4, 2002 meeting. Re-caps warm season campaigns and summarizes inquiry reports.

Martz Administration Tax Reform Proposal

Tax Reform Powerpoint Presentation given to the Tourism Advisory Council at its June 2002 meeting which reviews the Martz Administration Tax Reform Proposal.

Montana's Consumer Advertising Campaign (February 2002) PowerPoint Presentation

Presented to the Tourism Advisory Council at its February 4-5, 2002 meeting. Summarizes inquiry reports and reviews Warm Season campaign.


2001

Travel and Recreation Outlook 2001 (February 2001) PowerPoint Presentation

Presented to the Tourism Advisory Council at its February 5-6, 2001 meeting by Kim McMahon from the Institute for Tourism and Recreation Research (ITRR), The University of Montana.


Montana's Consumer Advertising Campaign (February 2001) PowerPoint Presentation

Presented to the Tourism Advisory Council at its February 5-6, 2001 meeting. Summarizes inquiry reports and reviews Warm Season campaign.


2000


Travel Montana Update (October 2000) PowerPoint Presentation

Presented to the Tourism Advisory Council at its October 2, 2000 meeting. Examines Travel Montana's marketing strategy in response to the state's fires of 2000.


Montana's Consumer Advertising Campaign (October 2000) PowerPoint Presentation

Presented to the Tourism Advisory Council at its October 2, 2000 meeting. Summarizes inquiry reports and reviews Winter Season campaign.


Characteristics of Visitors To Montana Lewis & Clark Sites (October 2000) PowerPoint Presentation by ITRR

Presented to the Tourism Advisory Council at its October 2, 2000 meeting. Reviews results of survey of visitors to 10 Lewis & Clark sites between 6/26/00 and 9/13/00.


Travel Montana Update (June 2000) PowerPoint Presentation

Presented to the Tourism Advisory Council at its June 5, 2000 meeting. Examines current status of travel industry in Montana.


Montana's Consumer Advertising Campaign (June 2000) PowerPoint Presentation

Presented to the Tourism Advisory Council at its June 5, 2000 meeting. Summarizes inquiry reports and reviews Warm Season campaign.


Visitation for the Lewis & Clark Bicentennial Commemoration: Round 2 (June 2000) PowerPoint Presentation by ITRR

Presented to the Tourism Advisory Council at its June 5, 2000 meeting. Examines the second of two Lewis & Clark interest and awareness studies.


Montana Image & Awareness Assessment (February 2000) PowerPoint Presentation