HELENA, Mont. – As the weather shifts to cooler temperatures, the Department of Commerce is shifting its tourism marketing campaign to attract a different kind of visitor to Montana this winter.
Commerce’s data-driven marketing delivers the right message to the right person at the right time. This summer’s campaign targeted affluent families and educated travelers. Now winter activity enthusiasts — an audience of up to 11 million potential visitors — will see ads highlighting Montana’s expansive ski terrain and short lift lines.
“Montana is a world-class destination year-round, and each season offers its own unique experience,” said Commerce Director Pam Haxby-Cote. “Thanks to our integrated approach to marketing, we can effectively match potential visitors with the type of experience they’re looking for to maximize our return on investment.”
Insights from Commerce’s marketing partners allow the department to serve ads in a strategic sequence and track when people who saw them arrive in Montana.
Although the target market is different for the winter season, the creative and tactical approach is much the same. Video will continue to be a large part of the campaign across multiple platforms.
The “Discover Your #MontanaMoment” video series continues at VisitMT.com with four winter-themed episodes. The winter portion of the series has featured Showdown Ski Area, cross-country skiing in West Yellowstone, skijoring in Red Lodge and activities at Lone Mountain Ranch in Big Sky.
Elsewhere online, Commerce will host its first-ever Facebook Live 360 video with an event focused on downhill skiing. On TV, Montana will be featured during U.S. Ski and Snowboard ski events and 2017 Olympic trials.
Montana often is recognized for its premier skiing. TurnKey Vacation Rentals recently ranked Big Sky Resort the second-best ski resort in the United States. Meanwhile, SKI magazine’s reader-ranked Best in the West survey for 2018 placed both Big Sky Resort and Whitefish Mountain Resort in the top 15.