Case Study: Visit Billings increases tourism and hotel occupancy with Goodway Group

Visit Billings increases tourism and hotel occupancy with Goodway Group

Visit Billings, a tourism organization for the city of Billings, Montana, faced steep competition from other destinations in the state. Their challenge was to differentiate the city and increase visitors during their peak spring and summer season. They turned to their creative agency, Sunshine & Bourbon, and their media partner, Goodway Group, for help in reaching more travelers with a unique and powerful message.

Goodway Group implemented a data-driven, multi-channel media strategy using tools like native ads, display ads, Meta, Pinterest, and search. This strategy supported the "Outsiders" creative campaign, which successfully drove tourism. The results were record-breaking: a 5.3% increase in July hotel occupancy, a 6.5% rise in average daily hotel revenue, and over 108,000 homepage visits. The campaign earned the "Marketing Campaign of the Year" award from the Montana Governor’s Conference on Tourism.

Visit Billings