Case Study: Montana Office of Tourism boosts awareness and visitation with Lamar Advertising Company

Montana Office of Tourism and Business Development - Customer Case Study

The Montana Office of Tourism and Business Development partnered with Lamar Advertising Company to tackle a tough challenge: boosting tourism in a weak economy while many Americans had low awareness of Montana as a travel destination. The goal was to raise state awareness and increase visitation, especially among out-of-state travelers who were already inclined to travel.

Lamar Advertising Company helped launch a highly targeted out-of-home campaign using wallscapes, full bus and train wraps, taxis, storefronts, and in-room hotel advertising in Chicago, Minneapolis, and Seattle. The bold Montana imagery and interactive placements generated strong results, including a 36% increase in awareness, nearly doubled intent to travel, record Yellowstone visitation up 8%, and a 32% increase in Bozeman Airport boardings, with every dollar spent returning $104 in visitor spending.

Montana Office of Tourism and Business Development