Information for Montana's Tourism Industry

Brand Development Program


The Brand Development program is responsible for implementing and promoting a consistent positive brand image for Montana as a vacation destination. The program works to not only ensure consistency with the brand platform and principles, but also to develop and administer brand outreach and services to encourage cooperation and support of the Montana Office of Tourism brand strategy.

The key Montana brand pillars are:

  • more spectacular unspoiled nature than anywhere else in the lower 48.
  • vibrant and charming small town that serve as gateways to natural wonders.
  • breathtaking experiences by day, relaxing hospitality at night.

A brand and tourism workshop entitled “Coming Together to Expand Montana’s Tourism Story” was developed in 2012 as an outreach effort to assist Montana businesses in bolstering their ability to attract and retain visitors to their area, and to learn about social media sites and best practices.  This workshop is free and hosted by the Montana Office of Tourism. 

With tourism being one of Montana’s leading industries and a key economic driver for the state, MTOT views the workshop as an opportunity to help businesses attract some of the 10.5 million visitors that travel to Montana each year. These non-resident visitors bring new money into Montana’s economy, spending $2.8 billion annually during their stay.

The workshop includes an overview of MTOT’s efforts in supporting and promoting tourism statewide, tips on incorporating the Montana brand in marketing efforts as well as brainstorming sessions to discuss how our constituents can draw more visitors annually. MTOT will share recommendations on how to increase tourism to Montana garnered in part from input provided during two brainstorming sessions. In addition, a recap of the road trip in the area undertaken prior to the workshop will be shared; a social media team, comprised of MTOT staff spend three to four days traveling in the region where the workshop takes place, gathering information about attractions, activities, restaurants, and the like, to highlight on Montana’s Facebook ( and Twitter ( pages.

Workshops were conducted in Hamilton, Great Falls, Bozeman, Helena, Anaconda, Dillon, Jackson, Havre, Lewistown and Glasgow in 2012.  Bigfork, Big Sky and Sidney are on the books for 2013. Contact Pam Gosink at to schedule a workshop for your area.

We will continue to develop partnerships that allow the Montana Office of Tourism and public-private entities to leverage resources, align missions to best connect with our target audiences, and continue to encourage outreach and development of partnerships with tribal communities, off-the-beaten path areas, niche and arts and culture markets.