Case Study: Montana Office of Tourism boosts Yellowstone travel awareness with Hoffman York

Montana Office Of Tourism generated 860 million impressions with Hoffman York

The Montana Office of Tourism faced a significant challenge when catastrophic flooding in June 2022 damaged Yellowstone National Park, severely impacting the regional tourism economy. They engaged the marketing agency Hoffman York to create a campaign that would communicate the park and surrounding gateway communities were open, educate travelers on alternative activities, and showcase local resilience.

Hoffman York implemented a high-awareness PR and social media plan. Their solution included press tours, familiarization trips for journalists, and custom social content. A key element was partnering with Drew Barrymore, who visited the area and featured it across her media platforms. The campaign generated over 860 million impressions, won multiple industry awards, and the Barrymore content drove six times more impressions and engagements than her show's average.

Montana Office Of Tourism