A Premier Winter Destination
Visit Montana Case Study
TAGS
Visit Montana invites travelers to experience wide-open landscapes, vibrant communities, and unforgettable outdoor adventures—from iconic destinations to hidden winter escapes.
SERVICES
The Opportunity
Visit Montana wanted to increase visitation during the winter season while creating awareness of rural communities throughout the state. It needed to promote the benefits of travel during the winter season, encouraging both in-state and out-of-state travelers to explore the lesser-known areas of Montana. Areas such as Big Sky, Bozeman, and Great Falls were over-traveled areas; we needed to push visitors to explore lesser-known destinations, ski at smaller mountains, and ice fish at smaller lakes.
The Strategy
Multichannel Media for Market Expansion
We used programmatic advertising, paid social, paid search, native placements, influencer partnerships, and video to reach both in-state and out-of-state travelers. The campaign encouraged visitors to explore lesser-known destinations, smaller ski areas, and rural communities across Montana.
Weather-Triggered Media for Relevance
Dynamic Weather Ads appeared across programmatic display, Meta, and digital out-of-home placements based on real-time weather forecasts. This allowed Visit Montana to deliver timely, location-specific messaging when winter travel was most relevant.
Pixel Strategy for Attribution
We implemented third-party pixels across Google, Bing, Meta, Pinterest, and Campaign Manager 360. UTM tracking, Floodlight tags, site retargeting, and Zartico integrations helped connect media exposure to website activity, foot traffic, visitor spending, and economic impact.
The Results
56,253
Hotel + Flight Bookings
$16M+
Economic Impact
$70.6M
Visitor Spending (Nov. 2024)
+9%
YoY Visitor Spending
The campaign positioned Montana as a must-visit winter destination while driving measurable visitation, bookings, and economic impact across the state.
Medium Giant has been a great partner in pivoting the paid media strategy for Montana’s destination marketing. Medium Giant has proven to be adaptable and able to meet our organization’s requirements working alongside two additional agencies of record that make up the state’s external marketing arm.
Mitch Staley, Chief Marketing Officer
Montana Department of Commerce
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