Information for Montana's Tourism Industry
   

MARKETING AND ADVERTISING STUDIES

2011 STUDIES

White Paper: Social Media and Mobile Usage (February, 2011):

This research is a compilation of the most recent research and trends on social media and mobile usage regarding the Geotraveler and other target audiences.

The Usage of Social Media and Mobile Technology

2010 STUDIES

Brand Awareness Research Study (Leisure Trends, 2010):

This research study was performed to measure Montana's brand and advertising awareness among the state's target audience. Wave Three of this study was conducted prior to the 2010 campaign efforts in order to determine a baseline (pre-campaign) level of awareness for Montana. Wave Four of this study was conducted during the 2010 campaign to determine the effect the advertising had on the target audience's awareness and perceptions of Montana, and their intent to visit the state.

Montana Brand Awareness Study, Wave Four Report
Montana Brand Awareness Study, Wave Three Report

2009 STUDIES

Brand Awareness Research Study (Leisure Trends, 2009):

This research study was performed to measure Montana’s brand and advertising awareness among the state’s target audience. Wave One of this study was conducted prior to the 2009 campaign efforts in order to determine a baseline (pre-campaign) level of awareness for Montana. Wave Two of this study was conducted during the 2009 campaign to determine the effect the advertising had on the target audience’s awareness and perceptions of Montana, and their intent to visit the state.

Montana Brand Awareness Study, Wave One Report
Montana Brand Awareness Study, Wave Two Report

2008 STUDIES

FY07 Print Campaign Conversion Study (May 2008):

The purpose of this study was to measure the effectiveness of the 2007 warm season print media campaign and identify the strongest performers for future media buys. The study also examines the effectiveness of the Montana Kids web-based campaign, behavior of visitors, and advertising messages that best resonated with target audience.  (.pdf file - 1 MB)

2006 STUDIES

Key Market (MN) Ad Effectiveness & Conversion Study (2006):

This research was conducted following the 2005-06 winter key market campaign in Minneapolis/St. Paul, MN. This was the first significant key market campaign undertaken by Travel Montana. The goal of this research was to explore both the brand recognition and awareness generated by this campaign and to determine the rates of actual conversion and visitation.  (.pdf file - 560KB)

2004 STUDIES

Tourism Advertising and Awareness Research Study:

In 2004, the Montana Promotion Division contracted with Longwoods, Int'l to conduct a study evaluating Montana’s image as a tourism destination within its advertising markets and evaluating the 2004 tourism advertising campaigns in terms of: awareness; the impact of the advertising on image; the impact of the advertising on incremental travel to Montana; and the associated incremental visitor spending. Specific objectives of the research were to: determine Montana’s image as a travel destination and that of its key competitors in order to examine image strengths and weaknesses and image vs. competitors; identify what is important to the traveler in choosing Montana over the competition and, as importantly, what are the messages that the advertising needs to convey in order to get travelers interested in visiting Montana; and measure the effectiveness of the 2003-04 campaigns in terms of delivering incremental visitors and visitor spending to Montana.  

Winter Campaign Conversion Research Study:

The primary goal of this research was to measure the effectiveness of Travel Montana winter advertising efforts in generating visitation to Montana. The winter campaign is comprised of both a ski and snowboard campaign and a snowmobile campaign and the report presents results of both together as well as providing comparisons between the two campaigns. Specific objectives of the study included: measuring the overall impact of each advertising effort with regard to visitor conversion and spending; assess and compare the performance of specific media and geographies; compare the profiles of advertising responders; identify visitors’ trip specifics; gauge satisfaction; explore the travel decision-making process; create a psychographic/lifestyle profile of winter visitors; and finally, provide conclusions and recommendations based on the results. (.pdf file - 406KB)

Winter Visitors Trip Information Study:

This research extrapolates data from the Winter Campaign Conversion Research Study and focuses exclusively on those respondents that visited during the winter months of November through April. (.pdf file - 172KB)


PRIZM NE Segment Snapshots:

Provides a description of the PRIZM NE market segmentations presented in the Winter Conversion Research. PRIZM NE is a new segmentation system that merges both household and geographic level data by combining both demographic and lifestyle data to determine the best target markets based on the information collected on our visitors. (.pdf file - 836KB)

2002 STUDIES

Montana PI TV Conversion Study (December 2002)

The purpose of this study was to assess the overall effectiveness and efficiency of the Warm Season 2002 Travel Montana Per-Inquiry television advertising campaign by measuring intent to visit Montana, as well as profiling Montana visitors, evaluating Montana images by visitors and potential visitors and measuring the influence fulfillment information has on the visitors and potential visitors decision and length of visit.

Executive Summary Powerpoint Presentation

Montana's Internet Conversion Research Report (January 2002)
(.htm file -262KB)

(.pdf file -876KB)

The goal of this research was to measure the effectiveness of the visitmt.com website in generating visitation to Montana. Specific objectives of the study included: measuring overall impact of our website with regard to visitor conversion and economic impact; assessing the website for creating interest in Montana and stimulating visitation; comparing website users to those who visit the State for future targeting ; exploring the travel decision by web users in terms of timing, use of the website to obtain information, and travel planning; and linking "intent to visit" to actual visitation.

1999 STUDIES

Montana's Image and Positioning Assessment (December 1999)
The purpose of this study was to evaluate Montana's image as a vacation destination. The research explored the type of activities people enjoy on their trips; identified potential visitor segments based on their activity preferences; evaluated respondents' knowledge and interest in various states; and provided information relative to Montana improving its image among potential visitors. (.pdf file - 682KB)

1998 STUDIES

Magazine Travel Conversion Study (October 1998)
The purpose of this study was to assess the effectiveness of the 1998 tourism promotion program advertised in magazines in generating visitors to Montana during the summer 1998 travel season. More than 2,100 people who requested information about Montana either by phone or via reader card were interviewed. Analysis of demographics revealed relations to travel behavior. (.pdf file - 1222KB)

1997 STUDIES

Internet Travel Conversion Study (September 1997)
The purpose of this study was to assess the overall effectiveness and efficiency of the Travel Montana web site in its ability to convert potential travelers to actual visitors. Potential travelers were defined as those who registered in the guestbook on the Travel Montana web site. Because potential travelers used the Internet for their inquiries, the survey was also conducted on the Internet. (.pdf file - 1230KB)

PI/TV Travel Conversion Study (September 1997)
The purpose of this study was to assess the overall effectiveness and efficiency of the Summer 1997 Travel Montana Per-Inquiry television advertising campaign by comparing the effectiveness of Per-Inquiry television advertising with network advertising in the Minneapolis market and comparing the effectiveness of Per-Inquiry television advertising in both traditional and distant markets. (.pdf file - 1085KB)