Montana had the highest US hotel occupancy rate in July 2010 and the second highest in August. Montana’s awareness as a travel destination increased 36% and intent to travel nearly doubled over FY09.
• Key Market Awareness and Intent increased 48% – Leisure Trends Study
• Record June visitation to Yellowstone up 8% from record year in 2010
• Montana’s Bozeman Airport boardings up 32% from 2009
• Every advertising dollar spent equaled $104 in visitor spending
A reporter from the Chicago Tribune even wrote a counter piece to the ads entitled “Take That Montana!” urging Chicagoans to send in their very own awe-inspiring scenic Chicago photos in order to show Montana who really lived in the more beautiful location.
Other press coverage included articles in the New York Times, Seattle Times, Missoulian, and local news stories on WCCO in Minneapolis/St. Paul and KTVQ in Billings.
With all of the buzz surrounding the out of home campaign, Montana was able to transcend traditional paid advertising, moving into the highly sought-after earned space. This campaign was also a terrific example of how creative and media can seamlessly work together to drive real results for a client’s brand.