The Marketing Bureau at the Montana Department of Commerce promotes Montana as a travel destination to potential domestic and international visitors. The marketing team develops and uses advertising and promotional campaigns to showcase Montana and influence a large target audience to choose Montana as their vacation destination. Strategic campaigns create awareness about Montana, generate an interest in visiting, and influence travel intention. Nationwide tourism trends, statistics from the Institute of Tourism and Recreation Research (ITRR) at the University of Montana, syndicated research, and the results of contracted research studies help determine a data-driven overall marketing strategy to reach target audiences and measure the success of marketing efforts to create demand for Montana as a premier global travel destination.