A daring in-state tourism campaign designed to appeal to local Montanans and encourage them to explore the wonders of their own state. Recognizing the reluctance of many locals to promote their cherished landscapes to outsiders, our aim was to celebrate Montana's off-the-beaten path destinations while fostering a sense of community among residents.
At the heart of the campaign was the desire to connect travelers with locals, allowing visitors to experience Montana like a native. We understood that travelers seek authentic experiences and insider knowledge, so we designed a progressive campaign and social platform to engage locals and facilitate connections between them and fellow travelers.
The campaign kicked off with a simple sticker that quickly gained viral traction. With over 700,000 stickers distributed and proudly displayed on bumpers across the state, "Get Lost." became a rallying cry, symbolizing the spirit of adventure and exploration in Montana.
"Get Lost. (In Montana)" redefined in-state tourism by embracing the unique spirit of Montana and empowering locals to share their love for their state. It was a privilege to be part of a campaign that not only celebrated Montana's treasures but also fostered a sense of belonging and connection among its residents and visitors alike.
Creative Direction
Art Direction
Brand Strategy
Content Strategy
Copywriting
Animation
Digital Production
Video Direction
Web Design
Print Production
Social Media Strategy
Two HSMAI Gold Adrian Awards
MediaPost Creative Media Award
