Montana Office of Tourism
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.
- Nothing Hike- Chicago (:60)
- Nothing Creek-Minneapolis/St. Paul (:60)
- Nothing Co-op with Big Sky CVB- Seattle (:60)
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.
- 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)
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.)
National, with emphasis in key markets Chicago, Seattle, and Minneapolis/St. Paul
NATIONAL & KEY MARKET ADVERTISING BUDGET
March 1, 2010 - August 31, 2010
FOR MORE INFO
Katy Peterson, Consumer Marketing Manager, Montana Office of Tourism
firstname.lastname@example.org or 406-841-2896