Inspiration:
Establish Awareness
- TV & Video
- Radio & Audio
- Out of Home
- PR
Goals:
Set Montana apart, stay true to our identity, and have longevity.
Dispersion of [visitors, dollars spent,bookings] across [seasons, regions, towns < 2,500 people]. Specific to Central, Missouri River Country and Southeast Montana regions.
Increase familiarity in order to ultimately drive dispersed conversion.
Messaging
What does success look like?
- Clicks/Traffic (Cost per)
- Guidebook Downloads/Orders (Cost per)
- Web Engagement
Where will it be seen?
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OOH
WHAT DOES SUCCESS LOOK LIKE?
- Reach, Video Completes (Cost per)
- Reach, Organic Traffic Lift (DMA)
WHERE WILL IT BE SEEN?
- GSTV
- OOH - Various
Video :15 + :30
WHAT DOES SUCCESS LOOK LIKE?
- Reach, Organic Traffic Lift (DMA)
- Reach, Video Completes (Cost per)
- Video Completes, Creative Picked
WHERE WILL IT BE SEEN?
- Discovery+
- ESPN
- HBO Max
- Hulu
- Hulu
- HYTD
- MLB Network
- Peacock
- YouTube
Radio/Audio
WHAT DOES SUCCESS LOOK LIKE?
- Audio Completion Rate, Completes (Cost per)
- Reach, Brand Lift/Traffic (AV Study)
- Audio Completion Rate, Web Traffic (AV Study)
WHERE WILL IT BE SEEN?
- HYTD
- iHeart Radio
- Pandora
PR
Outdoor Recreation in State Parks/Recreation Areas
June 2023
Summer Hiking
WHAT DOES SUCCESS LOOK LIKE?
- Reach, Overall Awareness
WHERE WILL IT BE SEEN?
- Runners World - Full Page