Information for Montana's Tourism Industry


Fort Benton

2010 WARM SEASON IN-STATE CAMPAIGN


The Montana Office of Tourism (MTOT)’s in-state campaign is designed to motivate Montanans to expand their boundaries and spend more time exploring our great state. Dubbed “Get Lost (in Montana),” the campaign is about motivating us to step out of our comfort zones: go to places we’ve never been before, do things we’ve never done before, and learn more about our state in the process. "Getting Lost" - interpreted either literally or figuratively - speaks to a state of mind where we lose ourselves in the vast backroad beauty of Montana.

While the campaign will include a hefty dose of traditional media advertising, the cornerstone of the campaign is a unique community website where Montanans can upload and share their unique Montana moments and stories. By creating a forum for shared experiences, the goal is to inspire residents with in-state travel ideas and to create a sense of curiosity that leads to action.

Story submitters will have a chance to win a 7-day Montana dream trip or one of three Apple iPads. The first 100 story entries will get a free t-shirt. Get Lost stickers are free, bumper- or water bottle-worthy, and can be found at events and Town Pump & Wheat Montana retail locations across the state this summer.

MEDIA & CREATIVE
Website: All advertising will drive audience to campaign website, www.GetLostMT.com

TV: Three TV spots feature 3 different Montana photographers/writers telling the audience how they’ve lost themselves in Montana, and what they’ve found. Their stories are overlaid with photos ranging from stunning scenics to quaint cafés.

    • Major networks (ABC, CBS, NBC, FOX) and select cable stations
    • Billings, Butte-Bozeman, Great Falls, Helena, Missoula-Kalispell

    Get Lost (in Montana) feat. Alan Kesselheim

    Get Lost (in Montana) feat. Dusan Smetana

    Get Lost (in Montana) feat. Lynn Donaldson



    Newspaper: Each ad is anchored by MTOT with a photo, the Get Lost logo, and brief copy that drive the audience to GetLostMT.com. Each ad also includes a co-op space purchased by tourism partners to promote a package, special event, or attraction in their area. Co-op partner content will also be featured on the website alongside stories submitted from their area/region.  And keep an eye on the Lost & Found in the classified sections of your local paper…there might be something fun in there too!

    • Thursday and/or Sunday Travel Sections, Classified Sections
    • Great Falls Tribune, Missoulian, Missoula Independent, Bozeman Daily Chronicle, Billings Gazette, Montana Standard, Ravalli Republic, Independent Record, Daily Inter Lake

    Created with Admarket's flickrSLiDR.

    Out-of-Home/Event: We’re running with the “Lost and Found” concept. We’ll have homemade-style posters with tear-off tabs posted in heavy foot traffic locations in downtowns across the state. A traveling photo display will be featured at spring/summer events across the state. T-shirts and stickers with the “Get Lost” logo will be distributed as campaign incentive pieces.


    Created with Admarket's flickrSLiDR.

    Public Radio Sponsorship: Underwriting broadcasts on Montana Public Radio and Yellowstone Public Radio during key drive times.

    Yellowstone Public Radio Station Reads (5 different :15 reads)

    MARKETS
    Statewide (Montana)

    ADVERTISING BUDGET
    $237,000

    TIMING
    April 1 – September 12, 2010

    FORE MORE INFO
    Katy Peterson, Consumer Marketing Manager, Montana Office of Tourism
    kapeterson@mt.gov or 406-841-2896