DISCOVER YOUR #MONTANAMOMENT
Challenge
CHALLENGE Our research revealed 27% familiarity and only 3.4% unaided awareness for Montana as a destination for outdoor activities and scenic beauty among our target audiences. The research identified a clear opportunity to boost awareness for Montana as a leisure destination.
Solution
Solution: When we made people aware of Montana as a leisure destination, 41% responded excitedly about the idea. To create awareness around Montana being a leisure destination we: Identified new target audiences: Our geotargeting efforts helped uncover new, higher-value audience segments. Inspired with creative ads: Our creative concepts inspired consumers to discover their own “Montana moment” when visiting Montana. Used technology-driven media: We met users where they were both online and offline to inspire traveling to Montana. TARGET AUDIENCES SHAPED BY RESEARCH We identified three new, higher-value segments: Families and Educated Travelers would be targeted in the warm season, and Winter Enthusiasts in the cold season. Our geotargeting was built on the insight that closer geographies deliver more frequent visits and further geographies deliver higher spend per cardholder. ENGAGING AND AWARD-WINNING CREATIVE The concept illustrates a mix of the brand attributes and unique creative elements to break through the noise of the tourism market and gain awareness. While the creative execution has evolved year to year, its messaging continues to ask consumers to seek their own magical Montana moment. A TECHNOLOGY-DRIVEN APPROACH TO MEDIA The new media strategy for MOTBD wasn’t about favoring digital over traditional, but rather, using new technologies to connect online and offline programs. With more advanced technology than Montana had ever used before, Hoffman York worked to move potential visitors through their decision journey. INCREASING CONVERSIONS Ninety percent of the three traveler segments that recalled Montana’s advertising and took a trip to the state said the destination’s ads influenced their decision to visit.
Results
RO! Research and analytics confirm improvement across all of Montana’s key goals since the onset of Hoffman York and the Montana Office of Tourism’s relationship. Year One dramatically moved the needle. Montana saw: 38 Percent increased organic traffic YOY 13 Percent considered leisure destination 12.4 Millon + travelers from out of state
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