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HITTING THE SWEET SPOT<br />Montana’s Journey in Geotourism<br />Katy Peterson<br />Consumer Marketing Manager<br />Montan...
MONTANA’S JOURNEY<br />Where We Were (2005)<br />The Spark: Geotourism (2006)<br />Montana’s Branding Process (2007-08)<br...
montana, CIRCA 2005…<br />
2006<br />
MONTANA TOURISM, circa 2005<br />Two ad agencies<br />Lots of different messages<br />National audience<br />Mass media<br...
Then…THE GEOTOURISM SPARK.<br />
THE GEOTOURISM SPARK<br />Envisioning the future<br />Acknowledging obstacles<br />Outcomes:<br />Montana Tourism Charter<...
OUR TARGET: Geotravelers<br />Travelers that focus on the experience of the destination.<br />They seek the authenticity o...
WHO ARE GEOTRAVELERS?(DEMOGRAPHICS)<br />Approx. 55 Million Americans<br />College degree+<br />Household Income: $50K+<br...
WHO ARE GEOTRAVELERS?(PSYCHOGRAPHICS)<br />ATTITUDES<br />Have a strong preference for cultural and social aspect of trave...
GEOTRAVELERS’ CHOICE OF DESTINATION…<br />An emphasis on making the most of every moment due to the lack of time in their ...
Creative. Curious. Connected.<br />Engaged. Adventurous.<br />Independent. Individual. Mindful.<br />
CONNECTING WITH GEOTRAVELERS<br />Tell your story<br />Convey expertise<br />Everything is local<br />Inspire your tribe<b...
montana’s branding process<br />
BRANDING PROCESS<br /><ul><li> Conducted focus groups that were representative of our  </li></ul>  target audience (geotra...
MONTANA IS A COLLECTION OF SOME OF THE WORLD’S GREATEST MOUNTAINS AND PRAIRIES COMING TOGETHER TO CREATE MORE<br />THAN AN...
MONTANA ISASERIES  OF  SIDEWALK  SQUARES  NEXT<br />TO  DINERS  WITH AMAZING HOMEMADE MILKSHAKES IN<br />THATSERVEASGATEWA...
MONTANA IS A STORIED PLACE FILLED WITH<br />WILD TROUT STREAMS MADE FAMOUS BY AUTHORS WHO WITNESSED<br />BY  DAY …<br />AN...
Bringing the brand to life<br />MONTANA’S MARKETING CAMPAIGNS: <br />
Montana Office of Tourism Goals<br />Build awareness <br />for Montana as a vacation destination<br />Increase trip consid...
MONTANA TOURISM STRATEGY<br />Communications strategy:<br />Consumer-facing, multi-media, integrated<br />First-time vs. r...
2010 CAMPAIGN: Video<br />
HITTING THE SWEET SPOT<br />“When you’re faced with the decision to choose between an ad that speaks to the head or one th...
The right partners<br />
EVOLVING THE APPROACH<br />1. THE NEW YORKER SECTION; 2. INFLUENCER CAMPAIGN<br />
results<br />
RESULTS<br />Awareness of the brand increased 36% over 2009<br />Intent to travel to Montana nearly doubled over 2009<br /...
THEN & NOW…<br />WHERE WE WERE (2005)<br />Two ad agencies<br />Lots of different messages<br />National audience<br />Mas...
Well-defined audience
Targeted media
Success metrics= awareness, intent
Quality over quantity
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Ltlp geotourism pres_june2011

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K. Peterson Geotourism Presentation

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Ltlp geotourism pres_june2011

  1. 1. HITTING THE SWEET SPOT<br />Montana’s Journey in Geotourism<br />Katy Peterson<br />Consumer Marketing Manager<br />Montana Office of Tourism<br />June 10, 2011<br />
  2. 2. MONTANA’S JOURNEY<br />Where We Were (2005)<br />The Spark: Geotourism (2006)<br />Montana’s Branding Process (2007-08)<br />Marketing Campaigns: Bringing Montana to Life (2009-10)<br />Results (2010)<br />Montana & Geotourism Today (2011)<br />
  3. 3. montana, CIRCA 2005…<br />
  4. 4. 2006<br />
  5. 5. MONTANA TOURISM, circa 2005<br />Two ad agencies<br />Lots of different messages<br />National audience<br />Mass media<br />Success metric= inquiries<br />Quantity over quality <br /> (more ads, more people)<br />2006<br />
  6. 6. Then…THE GEOTOURISM SPARK.<br />
  7. 7. THE GEOTOURISM SPARK<br />Envisioning the future<br />Acknowledging obstacles<br />Outcomes:<br />Montana Tourism Charter<br />Crown of the Continent GeotourismMapGuide and www.crownofthecontinent.net <br />Focus on emerging audience, the geotraveler<br />Pride!<br />
  8. 8.
  9. 9. OUR TARGET: Geotravelers<br />Travelers that focus on the experience of the destination.<br />They seek the authenticity of people and places.<br />They have multi-faceted interests and will take in a number of attractions during a vacation as long as they are authentic to the culture they are visiting.<br />
  10. 10. WHO ARE GEOTRAVELERS?(DEMOGRAPHICS)<br />Approx. 55 Million Americans<br />College degree+<br />Household Income: $50K+<br />Age: Various, 25-54<br />Family: 1/3 have children under 18 in home<br />Geographically: Skews Western U.S with pockets in large cities (including New York)<br />
  11. 11. WHO ARE GEOTRAVELERS?(PSYCHOGRAPHICS)<br />ATTITUDES<br />Have a strong preference for cultural and social aspect of travel<br />Learning is an important part of travel experience<br />Environmentally aware<br />BEHAVIORS<br />Frequent leisure travelers: minimum 3x/year<br />Civic engagement<br />LIFESTYLE<br />Active<br />Travel defines them: a disproportionate amount of their income on travel compared to other travelers <br />Experiences = the new status symbol<br />
  12. 12. GEOTRAVELERS’ CHOICE OF DESTINATION…<br />An emphasis on making the most of every moment due to the lack of time in their day-to-day lives.<br />Pervasive nature of technology in planning their travels and exploring their destination before they arrive.<br />Have an interest in immersing themselves in the culture.<br />The ability to get off the beaten path.<br />The capacity to get out of their comfort zone.<br />Their desire to live on healthy planet. <br />
  13. 13. Creative. Curious. Connected.<br />Engaged. Adventurous.<br />Independent. Individual. Mindful.<br />
  14. 14. CONNECTING WITH GEOTRAVELERS<br />Tell your story<br />Convey expertise<br />Everything is local<br />Inspire your tribe<br />Integrate mindfulness/sustainability into your business<br />
  15. 15. montana’s branding process<br />
  16. 16.
  17. 17. BRANDING PROCESS<br /><ul><li> Conducted focus groups that were representative of our </li></ul> target audience (geotravelers).<br /><ul><li> Conducted eight meetings across Montana to</li></ul> collect input from more than 350 resident stakeholders.<br /><ul><li> Matched input from both target audience and</li></ul> stakeholders to determine attributes of Montana Brand.<br /><ul><li> Created and tested Brand Pillars.</li></li></ul><li>
  18. 18. MONTANA IS A COLLECTION OF SOME OF THE WORLD’S GREATEST MOUNTAINS AND PRAIRIES COMING TOGETHER TO CREATE MORE<br />THAN ANYWHERE ELSE IN THE LOWER 48<br />
  19. 19. MONTANA ISASERIES OF SIDEWALK SQUARES NEXT<br />TO DINERS WITH AMAZING HOMEMADE MILKSHAKES IN<br />THATSERVEASGATEWAYSTOOUR<br />NATURAL WONDERS<br />
  20. 20. MONTANA IS A STORIED PLACE FILLED WITH<br />WILD TROUT STREAMS MADE FAMOUS BY AUTHORS WHO WITNESSED<br />BY DAY …<br />AND RELAXING HOSPITALITY AT NIGHT<br />
  21. 21. Bringing the brand to life<br />MONTANA’S MARKETING CAMPAIGNS: <br />
  22. 22.
  23. 23. Montana Office of Tourism Goals<br />Build awareness <br />for Montana as a vacation destination<br />Increase trip consideration/intent<br />Move Montana into the target audience’s consideration set<br />Support tourism partners & private industry in increasing revenue<br />
  24. 24. MONTANA TOURISM STRATEGY<br />Communications strategy:<br />Consumer-facing, multi-media, integrated<br />First-time vs. repeat visitors<br />Leverage our strengths: national parks and wildlife<br />Creative strategy: <br />Non-advertising advertising. Unexpected. Real and true.<br />Media strategy: <br />Bring Montana to life through media<br />See-Experience-Share<br />Big, Bold & Everywhere<br />
  25. 25. 2010 CAMPAIGN: Video<br />
  26. 26.
  27. 27. HITTING THE SWEET SPOT<br />“When you’re faced with the decision to choose between an ad that speaks to the head or one that speaks to the heart, choose the heart.” <br />-Lex Sanford, creative research lead (with 15+ years experience with brands like Starbucks, Toyota, Visa, Burger King and Nordstrom), commenting on the emotional response to the “Nothing” concept.<br />
  28. 28. The right partners<br />
  29. 29.
  30. 30. EVOLVING THE APPROACH<br />1. THE NEW YORKER SECTION; 2. INFLUENCER CAMPAIGN<br />
  31. 31.
  32. 32.
  33. 33. results<br />
  34. 34. RESULTS<br />Awareness of the brand increased 36% over 2009<br />Intent to travel to Montana nearly doubled over 2009<br />Those aware of Montana’s advertising were as much as 2.5 times more likely to travel to Montana than those unaware <br />For every dollar invested into this campaign, visitors spent $104 in Montana – up from $50 in 2005 and doubling ROI in 5 years <br />Visitation up (5.5%), expenditures up (9%), among highest hotel occupancies in nation (July-Aug) <br />Record years for both Glacier & Yellowstone NPs (up 9.6% and 10.5% respectively; NPS overall down 1.5%)<br />
  35. 35. THEN & NOW…<br />WHERE WE WERE (2005)<br />Two ad agencies<br />Lots of different messages<br />National audience<br />Mass media<br />Success metric= inquiries<br />Quantity over quality<br />1:50 return-on-investment<br />WHERE WE ARE (2011)<br />One strategic agency<br /><ul><li>Singular message
  36. 36. Well-defined audience
  37. 37. Targeted media
  38. 38. Success metrics= awareness, intent
  39. 39. Quality over quantity
  40. 40. 1:104 return-on-investment</li></li></ul><li>WHAT HAS GEOTOURISM DONE FOR MONTANA?<br />
  41. 41. GEOTOURISM IN MONTANA…<br /><ul><li>Helped establish guiding principles & priorities
  42. 42. Built demand for authentic experiences that support and enhance residents’ way of life</li></ul>Focused Montana on a smaller but most promising travel audience, doubling ROI in 5 yrs<br /><ul><li>Helped industry weather—and grow—in spite of recession
  43. 43. Strengthened relationships with key partners in land mgmt, arts & culture, and elected officials </li></li></ul><li>Thank You<br />

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