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Montana Office of Tourism
Montana: There's Nothing Here

RAN IN: United States

CLIENT
Montana Office of Tourism

Katy Peterson, Consumer Marketing Manager

AGENCY
MercuryCSC *Lead Agency

Jeff Welch, CEO
Mike Cook, Interactive Art Director
George Potter, Content Producer
Maclaren Latta, Director of Account Services
Stacie Wunsch, Account Strategist
Jen Cox, Account Manager


Spark Communications *Lead Agency

Stephen Carlson, Media Director
Justin Cogswell, Media Supervisor
Dave Turman, Associate Media Director


Spot Inquiry


SUMMARY

Some people think there's nothing in Montana. The Montana Office of Tourism and its agency partners took that perception and created a campaign to attract the Geotraveler, a target audience who appreciates Montana's nothingness. To increase awareness and intent to travel to Montana, Montana's FY10 campaign let the state sell itself with stunning imagery and a headline of "There's Nothing Here". Montana's awareness as a travel destination increased 36% and intent to travel nearly doubled over FY09. And in July 2010, Montana claimed the nation's highest hotel occupancy rate.

CASE STUDY

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CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: Interactive, Print, OOH, Events, Sponsorship

Audience: Connect with a new audience,Build or change corporate image

Type: Business to Consumer

Classification: Regional,National

Language: English