The State of Montana

With a limited budget to convince people to come to a part of the country difficult to reach and decidedly lacking in theme parks, the solution was a lesson in targeting a specific psychographic and going after them. Identified as Geo-Travelers – an audience wanting something far from pre-packaged, canned vacations – we developed a message that spoke to them and delivered it exclusively in three key markets. Print, transit posters, radio and outdoor boards all engaged this audience at a time when the authentic nature of Montana resonated particularly strong – during their daily commute.

In the first year, incremental visitor spending reached $702M and awareness increased 36%. The campaign also won a Silver Effie.