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The Montana Office of Tourism’s 2011-2012 Montana travel winter campaign features some of Montana’s biggest fans and homegrown talents, including cinematographer and world-renown ski film director Warren Miller, Olympic mogul skier Heather McPhie and X-Games medalist/author/photographer Kevin Connolly. These icons are joined by others whose work and lives have been shaped by Montana — including photographers, naturalists and historians — to tell the story of Montana travel in the wintertime.
Research shows that skiing and wildlife watching are the leading motivators for Montana’s winter travelers, and this campaign is designed to keep Montana top-of-mind with those prospective travelers. Targeting both national audiences and key feeder markets for non-resident winter visitors, the campaign will leverage the success from complementary warm season campaigns (in 2010 and 2011) to build awareness of and intent to travel to Montana in its secret season: winter.
The national winter campaign includes targeted print and online media buys, and is supported with aggressive key market winter campaign of out-of-home, radio and additional online media in Chicago, Seattle and Minneapolis. These cities represent strong existing and potential winter traveler markets for Montana. In selecting these markets, the Montana Office of Tourism also leverages the high level of awareness and demand for Montana built by warm season campaigns in those same cities the past two years.