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Joint Venture Program Resources

Winter season audience

The primary winter audience has participated in alpine skiing, cross-country skiing, snowboarding, snowmobiling and/or snowshoeing at least once in the past year. 

Warm season affluent family audience

Based on Destination Analysts’ research, Affluent Families have a high likelihood to have interest in traveling to Montana and the Rockies.  The Affluent Family Audience is defined as:  

  • Attended college +
  • Married with kids in HH
  • Age 25-54
  • HHI $75K+

Warm season educated traveler audience

Based on Destination Analysts’ research, Educated Travelers have a high likelihood to have interest in traveling to Montana and the Rockies.  The Educated Traveler Audience is defined as:  

  • Graduated college +
  • HHI $75K+
  • Age 25-54
  • 1+ personal trip in past year

The Montana Office of Tourism and Business Development promotes awareness of Montana as a place to visit. By leveraging Montana’s spectacular, unspoiled scenery, charming small towns, exhilarating experiences and hospitality (Brand Pillars) in advertising, Montana’s messaging fosters inspiration and intrigue.

Regions and towns can provide this engaged and interested audience with more information on where to go and what to do while in Montana. Businesses and resort partners can further support the regions’ and towns’ message by advertising something actionable, such as a sale or deal (this will depend on each JV Partner’s advertising goals).



MONTANA OFFICE OF TOURISM AND BUSINESS DEVELOPMENT | MONTANA DEPARTMENT OF COMMERCE
301 S. PARK AVE. | P.O. BOX 200533 | HELENA, MT 59620-0533 |  T: 406.841.2870 |  F: 406.841.2871 | TDD: 406.841.2702