Case Study: Montana Office of Tourism and Business Development boosts brand awareness with Pandora For Brands Sponsored Listening

Montana Office of Tourism Promoted Brand Awareness & Association

The Montana Office of Tourism and Business Development partnered with Pandora For Brands to drive awareness of Montana as a winter vacation destination and start a stronger brand conversation with adults ages 25–54. To reach engaged listeners and winter sport enthusiasts, the organization needed a way to capture attention and deliver its winter tourism message, “It’s Time.”

Pandora For Brands implemented Sponsored Listening, a reward-based media solution that gave listeners one hour of uninterrupted listening in exchange for active attention to the brand. The campaign delivered a 26% lift in ad awareness among adults 25–54 and a +347% lift in ad message association, while also generating a 144% lift in ad awareness among winter sport participants and leading 27% of winter sport participants to intend to visit Montana in the next 12 months.

Montana Office of Tourism and Business Development