This document summarizes Montana's journey in developing geotourism from 2005 to 2011. It describes how Montana shifted from using multiple advertising agencies with various messages targeting a national audience to focusing on geotravelers using a singular brand message in targeted media. This new approach doubled return on investment from $50 for every $1 spent in 2005 to $104 in 2011. Visitation and expenditures increased while establishing Montana as a premier geotourism destination through authentic experiences that support local communities and landscapes.

1. HITTING THE SWEET SPOTMontana’s Journey in GeotourismKaty PetersonConsumer Marketing ManagerMontana Office of TourismJune 10, 2011

2. MONTANA’S JOURNEYWhere We Were (2005)The Spark: Geotourism (2006)Montana’s Branding Process (2007-08)Marketing Campaigns: Bringing Montana to Life (2009-10)Results (2010)Montana & Geotourism Today (2011)

3. montana, CIRCA 2005…

4. 2006

5. MONTANA TOURISM, circa 2005Two ad agenciesLots of different messagesNational audienceMass mediaSuccess metric= inquiriesQuantity over quality (more ads, more people)2006

6. Then…THE GEOTOURISM SPARK.

7. THE GEOTOURISM SPARKEnvisioning the futureAcknowledging obstaclesOutcomes:Montana Tourism CharterCrown of the Continent GeotourismMapGuide and www.crownofthecontinent.net Focus on emerging audience, the geotravelerPride!

9. OUR TARGET: GeotravelersTravelers that focus on the experience of the destination.They seek the authenticity of people and places.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.

10. WHO ARE GEOTRAVELERS?(DEMOGRAPHICS)Approx. 55 Million AmericansCollege degree+Household Income: $50K+Age: Various, 25-54Family: 1/3 have children under 18 in homeGeographically: Skews Western U.S with pockets in large cities (including New York)

11. WHO ARE GEOTRAVELERS?(PSYCHOGRAPHICS)ATTITUDESHave a strong preference for cultural and social aspect of travelLearning is an important part of travel experienceEnvironmentally awareBEHAVIORSFrequent leisure travelers: minimum 3x/yearCivic engagementLIFESTYLEActiveTravel defines them: a disproportionate amount of their income on travel compared to other travelers Experiences = the new status symbol

12. GEOTRAVELERS’ CHOICE OF DESTINATION…An emphasis on making the most of every moment due to the lack of time in their day-to-day lives.Pervasive nature of technology in planning their travels and exploring their destination before they arrive.Have an interest in immersing themselves in the culture.The ability to get off the beaten path.The capacity to get out of their comfort zone.Their desire to live on healthy planet.

13. Creative. Curious. Connected.Engaged. Adventurous.Independent. Individual. Mindful.

14. CONNECTING WITH GEOTRAVELERSTell your storyConvey expertiseEverything is localInspire your tribeIntegrate mindfulness/sustainability into your business

15. montana’s branding process

17. BRANDING PROCESS Conducted focus groups that were representative of our target audience (geotravelers). Conducted eight meetings across Montana to collect input from more than 350 resident stakeholders. Matched input from both target audience and stakeholders to determine attributes of Montana Brand. Created and tested Brand Pillars.

18. MONTANA IS A COLLECTION OF SOME OF THE WORLD’S GREATEST MOUNTAINS AND PRAIRIES COMING TOGETHER TO CREATE MORETHAN ANYWHERE ELSE IN THE LOWER 48

19. MONTANA ISASERIES OF SIDEWALK SQUARES NEXTTO DINERS WITH AMAZING HOMEMADE MILKSHAKES INTHATSERVEASGATEWAYSTOOURNATURAL WONDERS

20. MONTANA IS A STORIED PLACE FILLED WITHWILD TROUT STREAMS MADE FAMOUS BY AUTHORS WHO WITNESSEDBY DAY …AND RELAXING HOSPITALITY AT NIGHT

21. Bringing the brand to lifeMONTANA’S MARKETING CAMPAIGNS:

23. Montana Office of Tourism GoalsBuild awareness for Montana as a vacation destinationIncrease trip consideration/intentMove Montana into the target audience’s consideration setSupport tourism partners & private industry in increasing revenue

24. MONTANA TOURISM STRATEGYCommunications strategy:Consumer-facing, multi-media, integratedFirst-time vs. repeat visitorsLeverage our strengths: national parks and wildlifeCreative strategy: Non-advertising advertising. Unexpected. Real and true.Media strategy: Bring Montana to life through mediaSee-Experience-ShareBig, Bold & Everywhere

25. 2010 CAMPAIGN: Video

27. HITTING THE SWEET SPOT“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.” -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.

28. The right partners

30. EVOLVING THE APPROACH1. THE NEW YORKER SECTION; 2. INFLUENCER CAMPAIGN

33. results

34. RESULTSAwareness of the brand increased 36% over 2009Intent to travel to Montana nearly doubled over 2009Those aware of Montana’s advertising were as much as 2.5 times more likely to travel to Montana than those unaware For every dollar invested into this campaign, visitors spent $104 in Montana – up from $50 in 2005 and doubling ROI in 5 years Visitation up (5.5%), expenditures up (9%), among highest hotel occupancies in nation (July-Aug) Record years for both Glacier & Yellowstone NPs (up 9.6% and 10.5% respectively; NPS overall down 1.5%)

35. THEN & NOW…WHERE WE WERE (2005)Two ad agenciesLots of different messagesNational audienceMass mediaSuccess metric= inquiriesQuantity over quality1:50 return-on-investmentWHERE WE ARE (2011)One strategic agencySingular message

36. Well-defined audience

37. Targeted media

38. Success metrics= awareness, intent

39. Quality over quantity