Recognizing the conventional wisdom in the travel world that there is "nothing" in Montana, we embraced this notion rather than running from it. While to some travelers, this unknown may be a deal breaker, to the Geotraveler—the traveler interested in unique, authentic, and less generic experiences—that mystery was the appeal.
As Creative Director, I worked with a team to develop a brand strategy and campaign aimed at overcoming these obstacles and increasing brand awareness, intent to travel, and tourism-related revenue. Our approach focused on distilling Montana's diverse offerings, including two national parks, into three key brand pillars.
Building on the perception of Montana's emptiness, we transformed it into a compelling national campaign. We highlighted Montana's vast open spaces and untamed wilderness as a draw for Geotravelers seeking authentic cultural experiences and off-the-beaten-path adventures.
Results: In-market qualitative research conducted before, during, and after each year's key market campaigns enabled us to track the results of the campaign in terms of the client's primary goals.
In 2012, awareness of Montana as a travel destination increased by +11percentage points, from 15% to 26%, in target markets. In the same year, intent to travel to Montana increased +6 percentage points, from 25% to 31%. Most importantly, non-resident tourism spending in the state increased +18% from $2.7 billion to $3.2 billion.
Branding
Strategy
Creative Direction
Art Direction
Interactive Design
Copywriting
Website
Social Media Dev.
Video
Digital, Print, & OOH
Illustration
Animation
+ Silver Effie
+ HSMAI Adrian Awards
+ USTA Mercury Awards in Overall, Print, and Interactive
