Marketing Plan

FY13 MARKETING PLAN

The Montana Promotion Division strives to strengthen Montana’s economy through increased visitor travel, visitor expenditures, and film production, in the state. The Division is responsible for implementing and promoting a positive brand image for Montana as a vacation destination and works to ensure brand consistency amongst its marketing and promotional efforts. The Division focuses on attracting high value, low impact geo traveler visitors who contribute to Montana’s economic and social prosperity while respecting and appreciating Montana’s authentic natural and cultural assets. This program goal is accomplished through various marketing efforts, networking with the state’s public and private sector tourism and recreation industry and agencies, along with education and development assistance. The division works to project a positive image of the state through consumer advertising, electronic marketing, public relations efforts, international and domestic group travel marketing, printing and distribution of literature, staffing support and training of professional travel counselors, assisting in the development of tourism infrastructure, and marketing to motion picture and television production companies. The division provides training and assistance to the Montana tourism industry; administer and distributes event marketing and infrastructure grants and oversees expenditures of six regional non-profit corporations and the twelve qualified convention and visitors bureaus. The Division also works to develop and administer brand outreach to encourage cooperation and support of the Montana Promotion Division brand strategy within the state’s tourism suppliers and partners by educating people on the brand platforms of:    More spectacular, unspoiled nature than anywhere else in the lower 48 Vibrant and charming small towns that serve as gateways to natural wonders Breathtaking experiences by day, relaxing hospitality at night.

The...