The Consumer Marketing program is responsible for promoting the state as a vacation destination to potential visitors. The program develops advertising and promotional campaigns to positively and uniquely brand Montana, differentiate the state as a travel destination, and increase tourism from domestic and Canadian travelers. Campaigns are designed to create awareness about Montana, generate interest in visiting, and influence travel intention. Nationwide tourism trends and 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 and target audience and track success metrics of marketing efforts. Using content, social, earned media, email marketing and advertising, the Consumer program creates demand for Montana as a premiere global travel destination.
See creative examples from FY18 - FY20 here.
Brand MT provides flavorful and factual coverage of Montana's year-round recreation and attractions to visitors of all ages. These free guides contain gorgeous photography and easy-to-read information helping our visitor further their sense of discovery for planning their vacation in Montana.
The guides have been designed to be used in conjunction with the website visitmt.com. Consumers can use the printed guides, supplemented by the website to create fun-filled itineraries on where to go, how to get there, where to stay and what to do for a very personal experience.
