Montana Office of Tourism
Brand Development Program
THE MONTANA BRAND
The Brand Development program is responsible for implementing and promoting a consistent positive brand image for Montana as a vacation destination. The program works to not only ensure consistency with the brand platform and principles, but also to develop and administer brand outreach and services to encourage cooperation and support of the Montana Office of Tourism brand strategy.
The key Montana brand pillars are:
- more spectacular unspoiled nature than anywhere else in the lower 48.
- vibrant and charming small town that serve as gateways to natural wonders.
- breathtaking experiences by day, relaxing hospitality at night.
BRAND OUTREACH
The Montana Office of Tourism offers a 75 minute presentation which includes the following information:
- How the Montana brand was developed, the principles and tones of the brand
- Information on our target audience, the geo-traveler and why this market was chosen
- MTOT’s marketing strategy
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The presentation also includes a short video that explains the brand components. Organizations can request additional tourism topics/information to be added to the presentation. Contact Pam Gosink, Marketing Manager, pgosink@mt.gov to schedule a presentation for your organization.
A Brand Ambassador Program will be developed beginning in January 2011 that will help to promote and support the brand, and create champions for our statewide tourism efforts by educating all Montanans about the importance of tourism. This program is scheduled to be completed by June 2011.
We plan to continue to develop partnerships that allow the Montana Office of Tourism and public-private entities to leverage resources, and align missions to best be able to connect with receptive audiences, and continue to encourage outreach and development of partnerships with tribal communities, off-the-beaten path areas, niche and arts and culture markets.
