Based on the first destination brand research study in 10 years, data from 6,245 interviews costing $154,000 revealed a new direction for Montana Office of Tourism. With a focus on the off-season and beyond Yellowstone and Glacier national parks, the state is rolling out “Montana Moment” to replace the “Get Lost” campaign.

Referring to the survey by Destination Analysts, a San Francisco-based firm, Doug Mitchell, interim director of the Department of Commerce, indicated, “We can’t wait another ten years. Because that’s really how we’re going to guarantee that we’re on the right track and that Montana is on the right track.” 

Montana has been criticized for contracting with an out-of-state agency. NBC affiliate KTVH reported that a lengthy RFP process of scoring* considered 11 proposals, including two Montana companies, for the contract worth $7-$9 million.

A Wisconsin-based advertising agency, Hoffman York, contract work began August 15, and will continue to market Montana for a year with an option to renew for up to seven years. Some of that money will stay in state, as Hoffman York has subcontracted with Montana-based Shortgrass Web Development.

*For a look at the PDF of the actual criteria used in the SCORE SUMMARY WORKSHEET for all 11 agencies, click here.

To see the destination study research report of findings, click here.

For more on the new #MontanaMoment campaign, click here.