Montana Office of Tourism
CONSUMER MARKETING
SUMMARY
Montana Office of Tourism (MTOT)’s Consumer Marketing program develops advertising and promotional campaigns to positively and uniquely brand Montana, differentiate the state as a travel destination, and increase tourism from domestic and Canadian travelers. Nationwide tourism trends, statistics from the Institute of Tourism and Recreation Research (ITRR) at the University of Montana, syndicated research, and the results of contracted research studies help determine the overall marketing strategy and target audience.
THE MONTANA BRAND
The Montana Office of Tourism has invested significant research to better understand what sets Montana apart from its competition. By better understanding those things that both make us different and make us appealing to our target audience, we are able to craft more emotive—and effective—marketing messages.
For more information on Montana's brand, including its three "brand pillars" and guidance on how to implement the Montana brand into your Montana destination or tourism business promotions, check out the Montana brand books under "BRAND TOOLS" on the Montana Branding Initiative page.
MEDIA STRATEGIES
A combination of traditional and non-traditional marketing strategies and consumer contact points are used to communicate the Montana brand message, such as: magazine, newspaper, online (from web banners to social networking), commercial radio, public radio, TV, events, and out-of-home (i.e. billboards and transit advertising).
The online and digital world is playing an increasingly important role in the way people communicate, consume, influence and interact with the world around them—particularly as it relates to travel—and MTOT’s marketing efforts reflect that. The online tools that exist today are fostering—and amplifying—a powerful social movement in how travelers are getting their inspiration, doing their planning, and sharing their experiences.
TARGET AUDIENCE
Marketing efforts target consumers most likely to visit Montana: people who live within a certain geographic area, fit a certain demographic profile, and demonstrate certain behaviors and lifestyle values. We continue to build and maintain relationships with consumers who have responded to past advertising campaign and have opted in to receive more information from us, as well as consumers who are currently engaged with us through our social network communities (Facebook, Twitter, Flickr).
It’s no longer about pushing our message out to everyone—it’s about engaging those most receptive to our message, and allowing them to interact with us on their terms. Consumers are in control more than ever before-- dictating how, when, and where they get their messages.
PARTNERSHIPS
The Consumer Marketing program also facilitates joint ventures with other bed tax-funded tourism regions and conventions and visitor bureaus (CVBs), private-sector tourism industry partners, and other state and provincial travel offices. These efforts help extend the budget, increase impact, and provide Montana businesses with affordable and appropriate marketing opportunities.
For more information on how your Montana organization or business can participate in MTOT’s cooperative advertising opportunities, please contact Katy Peterson, Consumer Marketing Manager, at kapeterson@mt.gov or 406-841-2896.
2011-12 Montana Tourism Co-op Advertising Opportunities
MEASUREMENT
Most marketing efforts are designed to drive traffic to Montana’s Official State Travel Site, www.visitmt.com where consumers can get inspired, get ideas, and start planning their trip to Montana. Some campaigns utilize mini-websites or landing pages to deliver more specialized content or add an additional layer of measurement. MTOT also contracts third-party research firms to measure the effect of its advertising, monitoring perceptions, awareness, and intent-to-travel before and after major campaigns. It also leverages the research of third-party studies and sources on industry trends, economic indicators, and visitation/spending data from ITRR at University of Montana.
CURRENT CAMPAIGNS
To see samples from the Montana Office of Tourism’s most current campaigns, please click here.
FOR MORE INFO
Katy Peterson, Consumer Marketing Manager, Montana Office of Tourism
kapeterson@mt.gov or 406-841-2896
MEDIA PARTNERS & VENDORS: How to Submit Your Proposal/Information
