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Montana’s Branding Campaign Going Strong

Tony’s images were featured across the country as a part of Montana Office of Tourism’s national branding campaign.  

Montana’s high season is upon us. The Montana Office of Tourism’s (MTOT) national branding and warm season key market campaigns play a large part in creating the demand for non-resident travel throughout the warm season, with marketing efforts ramping up in spring and continuing through the fall.

The national campaign is a year-round branding campaign designed to keep Montana top-of-mind with prospective travelers no matter the season. It includes a highly-targeted print buy featuring spread placements and premium positioning in best-in-class titles like Budget TravelOutsideNational Geographic TravelerThe New YorkerHistory Channel Magazine, and Food Network Magazine.

The national online campaign put an emphasis on cutting-edge, interactive media units. MTOT and its agency partners have developed partnerships with trusted brands like Discovery Network, National Geographic, and Travel Channel to leverage their Montana and Montana-related content to help tell our story in a credible and truly engaging way. Efforts include custom microsites, narrated photo slideshows, interactive media units featuring short teaser videos of Glacier, Yellowstone, and documentary-style shorts of Montana “influencers” (Montanans with connections to the state’s spectacular, unspoiled nature in their everyday life).  To date, this campaign has achieved outstanding performance in both clicks to as well as user engagement.

The warm season key market campaign is designed to augment the national branding campaign in select markets with a high propensity to travel to Montana. Key markets are selected using a variety of criteria, including current visitation data; ease of access; percentage of target audience that resides in each city; and affordability/availability of local media opportunities. MTOT continues to focus its 2011 key market efforts on the cities of Chicago, Seattle, and Minneapolis.

The key market media mix is largely out-of-home (transit, billboard, train wraps, etc.) and the creative is a simple but powerful collection of Montana’s finest spectacular, unspoiled nature. The out-of-home campaign is supported with a geo-targeted online campaign and NPR sponsorships to residents of the three key markets.

For more information on the national branding and warm season key market campaign– including creative samples– visit the Current Campaigns section of the Consumer Marketing Program on

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