1. Office of Tourism, Department of Commerce February 2010 MONTANA OFFICE OF TOURISM: Research, Findings, Initiatives and Opportunities Presented at the Flathead Winter Events Expo Stacie Wunsch, MercuryCSC On behalf of Katy Peterson, Montana Office of Tourism Kalispell, Montana January 24, 2012

2. Office of Tourism, Department of Commerce February 2010 Agenda +Winter Research Overview –Montana Brand –Objectives –Approach –Findings –Results +Partner/Constituent Opportunities –MTOT Intranet –GetLostMT.com +Q&A 2

3. Office of Tourism, Department of Commerce February 2010 WINTER RESEARCH OVERVIEW Research, Findings

4. Office of Tourism, Department of Commerce February 2010 The Montana Brand +Spectacular, unspoiled nature +Vibrant and charming small towns +Breathtaking experiences by day and relaxing hospitality at night +Does this apply to winter in Montana? 4

5. Office of Tourism, Department of Commerce February 2010 Objectives +Define winter target audience +Define winter brand within the umbrella of the Montana brand (e.g., the winter sub ‐ brand) +Develop strategy to bring the winter brand to life 5

6. Office of Tourism, Department of Commerce February 2010 Approach 1)Research: identify and define the most desirable winter vacationer for Montana and the messages that best resonate with them. 2)Planning: will take these insights and data and translate them into tools (suggested language, images, media) and then an actionable plan that will be used to shape future campaigns and promotions. 6

7. Office of Tourism, Department of Commerce February 2010 Approach +Research Deep Dive –Category immersion: analysis of snow vacation category data and insights already available –Snow seeker cultural immersion: listening to the cultural conversation –Cross-discipline working teams: bringing the voice and expertise of all disciplines Consumer perspectives Examples Montana attributes Range of activities Competition: now and future Target attributes Key influences Future goals Realities Measurement of success –Qualitative research: creative consumer assignments & interviews Look at three audience types: –1) have visited a MT ski mountain in the last 2 years –2) been to MT, but not for winter travel –3) never been to MT, but like to explore new ski areas Explore reasons for travel: –1) ski vacation –2) day trip (ski, sled, etc.) –3) winter vacation seekers (not ski specific) –Quantitative research: understanding the segments (types of skiers) 7

8. Office of Tourism, Department of Commerce February 2010 Approach 8

9. Office of Tourism, Department of Commerce February 2010 Approach 9

10. Office of Tourism, Department of Commerce February 2010 Findings +The winter season in Montana provides a wide range of vacation opportunities for out-of-state visitors and locals alike –snow creates the context for their travel experience +Versus the competition, Montana owns experiences created by nature-made wonders (majestic, glacially carved mountains, endless ranges and snowfields, wildlife, icicles shimmering in the sunlight, national parks) 10

11. Office of Tourism, Department of Commerce February 2010 Findings +The target: The Snow-Experience Seeker –They usually ski or snowboard but their trip is about much more than one activity –They are unlikely to choose a place that doesn’t have good skiing but what will excite them about a place is what else they can experience –This should not be mistaken for them wanting to pack in a little of everything, they don’t—for each trip they want to do a few big things and they want to experience them fully. “I love the snow. It’s all about adventure, getting out there—skiing, playing, building snowmen.” –2011 Winter Research Participant +The message: –Convey the the breadth and depth of the Montana winter experience on a sensory level to create that “Montana Moment” +A separate “sub brand” for winter is not necessary; the Montana brand, as it stands, can very much encompass and convey the winter experience –The opportunity is to connect with our target on a sensory level to best engage them and better tell this winter story 11

12. Office of Tourism, Department of Commerce February 2010 The Montana Brand +Spectacular, unspoiled nature +Vibrant and charming small towns +Breathtaking experiences by day and relaxing hospitality at night +Does this apply to winter in Montana? Yes. 12

13. Office of Tourism, Department of Commerce February 2010 Result +Montana: Defining the Winter Experience –A ‘road map’, providing a snapshot of the research and a guide to help Montana’s tourism partners and their marketing organizations execute branded communications conveying the Montana winter experience 13 +Three tiers of communications: –TIER 1: STATE LEVEL—Montana Moments At the state level, the communications need to focus on the winter moments. Montana’s unique activities and experiences with nature are a powerful means to show the moments, but these activities should not be treated as the goal. –TIER 2: REGIONAL/TOWN LEVEL—Places of Montana Most don’t know Montana well, so help them get to know the places in the state. This will help them plan by giving them a starting point—it’s critical that place builds on moments and doesn’t usurp it. –TIER 3: BUSINESS/RESORT LEVEL—Moments and Place (and vacation deals, as appropriate ) Deal messaging can be used as needed, but should not be more prominent than moments and place.

14. Office of Tourism, Department of Commerce February 2010 Result—FY12 Campaign 14 +MTOT Website; feature length video (http://visitmt.com/montana-stories/shaped-by-winter/) +Online Banner Ads +Wildlife (http://whymercury.com/MTOT_FY12banners/ Winter/banner.html) +Ski (http://whymercury.com/MTOT_FY12banners/S ki/banner.html)

15. Office of Tourism, Department of Commerce February 2010 RESULT—FY12 CAMPAIGN 15 +Print+OOH

16. Office of Tourism, Department of Commerce February 2010 PARTNER/CONSTITUENT OPPORTUNITIES Initiatives and Opportunities

17. Office of Tourism, Department of Commerce February 2010 MTOT Brand Resources +PDF files available at: –www.travelmontana.org/branding 1.Discovering the Montana Brand 2.Using the Montana Brand 3.Defining the Winter Experience

18. Office of Tourism, Department of Commerce February 2010 GET LOST MT: Campaign and Website +Regional campaign: –Montana, surrounding state markets and Canada –In market: December – February Late June – September –Vehicles: TV, Radio, Online Website (year-round)

19. Office of Tourism, Department of Commerce February 2010 GET LOST MT: Campaign and Website +How you can leverage GetLostMT.com? –Be present on the site –Post about places in your area –It’s free

20. Office of Tourism, Department of Commerce February 2010 GET LOST MT: Kalispell 20 Search by location

21. Office of Tourism, Department of Commerce February 2010 GET LOST MT: Kalispell 21 Review options

22. Office of Tourism, Department of Commerce February 2010 GET LOST MT: Kalispell 22 Deep dive for more information Add a new story about this place

23. Office of Tourism, Department of Commerce February 2010 GET LOST MT: Kalispell 23 Enter a new place/story

24. Office of Tourism, Department of Commerce February 2010 QUESTIONS / DISCUSSION Research, Findings, Initiatives and Opportunities

25. Office of Tourism, Department of Commerce February 2010 MTOT: Consumer Marketing +For more information, please contact: –Katy Peterson Montana Office of Tourism, Consumer Marketing 406.841.2896 kapeterson@mt.gov –Stacie Wunsch MercuryCSC, Account Strategist 406.922.2292 stacie.wunsch@mercurycsc.com