Montana Office of Tourism
How could we improve tourism’s economic impact in specific Eastern Montana counties while also drawing tourists away from areas of the state that experience overcrowding during the summer?
Launch a highly targeted initiative to promote unique landscapes, historical and cultural sites, and recreation opportunities. We worked with research partner Destination Analysts to facilitate stakeholder listening sessions. Objectives were to:
Gain perspectives on the reasons for bed tax decline in Eastern Montana
Document opinions on Eastern Montana’s best tourism assets and ideal audiences
Generate ideas and strategies to increase tourism and bed tax collections
Research steered the creative by identifying communities that needed a tourism boost and had the infrastructure to support more visitors. Not only did the insights help us get results, but this campaign was recognized with a Mercury Award at ESTO 2021.
Increase in Pageviews YOY
Increase in Arrivals to Region
Conversions in Key Audience
Drive states were identified as our best opportunity for quick conversion. The summer campaign targeted the same consumers as the overarching brand campaign. The fall campaign was informed by research showing that bird hunting was a strong draw, and therefore targeted this audience in both drive markets and select in-state cities.
Native display ads promoted articles on Indian Country, Eastern Montana road trips and bird hunting, while native video ads featured a :60 dinosaur experience.
Banner ads showcased Indian Country, The Montana Dinosaur Trail and bird hunting.
PAID SOCIAL MEDIA
Social media carousel ads touted the breadth of experiences and family-focused adventures available in Eastern Montana, including Makoshika State Park.
This campaign received a coveted Mercury Award at ESTO 2021 for the category, "The Road Less Traveled." According to the judges, our business development plan, initiative to improve the economic impact of tourism in specific counties by addressing overcrowding, inclusion of short-term and long-term goals, and primary research with key stakeholders contributed to the win. All in all, we proved the road less traveled is, in fact, a great place to visit.