MARKETING + STRATEGY + PR + Social Media Case Study | "There's nothing here."


Sacrifice and discipline are not often words associated with groundbreaking marketing campaigns. But when your marketing strategy is focused on attracting quality customers and not just quantity, this less-is-more approach is essential.


An 18-month branding process to identify the Geotraveler as the type of traveler most likely to visit Montana. Montana's new brand distilled the state's many tourism attributes, including two  national parks, into three brand pillars:

What is the Geotraveler?

A National Geographic Traveler study identified this emerging target audience of 55 million people in the U.S. who are interested in Geotourism—a type of tourism that sustains or enhances the geographic character of the place visited, including its environment, culture, heritage, landmarks and the well-being of its residents.

Powerful, Innovative Messaging

A series of campaigns that speak directly to Geotravelers.The underlying strategy of all these campaigns is to remove as much of the traditional advertising language and style as possible to get past the bullshit filters of a savvy audience.

Integrated Media

With our media partners, we put Montana's message in front of the Geotraveler across paid, earned, and owned media channels. A national print and digital campaign was expanded upon in three key markets: Minneapolis, Chicago, and Seattle. In these markets, the Geotraveler was literally surrounded by Montana.


  • 300% ROI in 6 years

  • Facebook audience has grown organically from 25k to 185k and counting

  • Awareness of Montana as a travel destination increased by +11 percentage points, from 15% to 26% in target markets

  • Intent to travel to Montana increased +6 percentage points, from 25% to 31%. Non-resident tourism spending in the state increased +18% from $2.7 billion to $3.2 billion

  • The New York Times highlighted the campaign in its July 11, 2011, article about Washington state closing its tourism office and quoted its former executive director as saying, "Even I want to go to Montana”