Information for Montana's Tourism Industry


Fort Benton

2011 SKI MONTANA CAMPAIGN


OVERVIEW
The Montana Office of Tourism is charged with increasing travel in the shoulder seasons, particularly winter. Skiing is the leading motivator for Montana’s winter travelers, and this campaign is designed to keep Montana top-of-mind with those prospective travelers. Targeting key feeder markets for non-resident winter visitors, the campaign builds on the existing 2010-11 winter promotional efforts by pushing a specific ski message in additional markets, with additional media vehicles-- extending the life of the campaign.

MEDIA & CREATIVE

Ski Montana 2011 from Montana Office of Tourism on Vimeo.

TV: One :30 spot, featuring Kevin Connolly-- Helena native, accomplished author/photographer, and X Games medalist. Message: the stuff that really matters when it comes to skiing, Montana’s got it: great snow, big mountains, real towns, good people. Simplicity. Back to basics. Skiing for the love of skiing. For those that think skiing has gotten too complicated, come ski in Montana.

Online: Banner advertising featuring ski video and imagery that plays up Montana’s small-town charm and laid-back style. Banner ads will push to www.skimt.com. Placement includes vertical sites such as Ski/Skiing, targeted placement on Yahoo! Network, and local newspaper/TV news sites in all markets.

Sample banner, "Apres Ski"

Sample banner, "Everyone Skis"

National Public Radio Sponsorships: Ten- or fifteen-second sponsor reads on NPR stations in all markets.

MARKETS
Seattle-Tacoma, Minneapolis-St. Paul, Spokane (Wash.), Casper-Riverton (Wyo.), Idaho Falls-Pocatello (Ida.), Minot-Bismarck-Dickinson (N.D.), Rapid City (S.D.), and Portland (Ore.).

BUDGET
$800,000

TIMING
January-March 2011

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