CASE STUDY

Montana Office of Tourism

Montana Tourism Finding Those Searching for Big Sky

A parent sitting with their child next to a tent under a starry night sky in Montana.

CHALLENGE

Montana is known for its beautiful vistas. So are many other Western states. But no other state can match Montana’s unspoiled nature, charming small towns and breathtaking experiences. Most travelers go online to research vacations. So, Hoffman York set out to differentiate the Big Sky state by giving travelers exactly what they were searching for. Launch a new campaign heading into summer that helps travelers searching for their next vacation spot Discover their #MontanaMoment.

RO!

Warm season trackable arrivals were up nearly 50% year over year. In addition, web traffic to VISITMT.COM reached an all-time high during this time period, as did social media engagement and followers.

APPROACH

FULL-PAGE ADS

Beautiful. Inspirational. These are the essentials. We added a search bar as the headline to align with the campaign theme and an embossed map to better inform potential visitors that were unfamiliar with the state and to highlight geographies across Montana.

Two open magazines showing full-page print publications for the Montana Moments campaign

SPREADS

Expansive ads in high-profile magazines such as Family Fun, Real Simple, Runner's World and Wall Street Journal Magazine generated millions of impressions and strategically reached our Family and Educated Traveler audiences.

An open magazine showing a full-page spread publication for the Montana Moments campaign

TELEVISION

Three TV ads gave viewers a front-row seat to the beauty of Montana, featuring a family learning how to fly fish in Montana’s serene waters, a couple discovering the truly open road and an adventure in hiking, biking and trail running.

CUSTOM CONTENT PARTNERSHIP

Custom articles and galleries on websites popular with our targets took readers on epic road trips through Montana, delivering high engagement.

Two iPads each showing a Montana digital publication.

OUTDOOR

Research showed that people in neighboring states were more likely to visit Montana. We just had to push them in our direction. Strategically placed billboards in nine neighboring cities did just that and echoed the campaign.

A billboard featuring a man riding a bike and a search bar above his head that reads: "Spin classes...in Montana"

SOCIAL MEDIA

VISITMT.COM visitors love trip ideas, so we decided to bring the road trip to them. A dynamic and creative Facebook Canvas allowed would-be travelers to swipe and click their way through a 6-day road trip featuring amazing adventures, stunning scenery and charming towns.

DIGITAL & RETARGETING

Web goers were invited to explore Montana’s many activities, resorts and towns through strategic retargeting. The HY trade desk combined with advanced social targeting brought travelers from awareness to interest to action.

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