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MONTANA OFFICE OF TOURISM: Research , Findings, Initiatives and Opportunities

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. Agenda. Winter Research Overview Montana Brand

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MONTANA OFFICE OF TOURISM: Research , Findings, Initiatives and Opportunities

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  1. 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. Agenda • Winter Research Overview • Montana Brand • Objectives • Approach • Findings • Results • Partner/Constituent Opportunities • MTOT Intranet • GetLostMT.com • Q&A

  3. Research, Findings WINTER RESEARCH OVERVIEW

  4. 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?

  5. 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

  6. Approach • Research: identify and define the most desirable winter vacationer for Montana and the messages that best resonate with them. • 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.

  7. 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)

  8. Approach

  9. Approach

  10. 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)

  11. 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

  12. 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.

  13. 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 • 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. Result—FY12 Campaign • Online Banner Ads • Wildlife (http://whymercury.com/MTOT_FY12banners/Winter/banner.html) • Ski (http://whymercury.com/MTOT_FY12banners/Ski/banner.html) • MTOT Website; feature length video • (http://visitmt.com/montana-stories/shaped-by-winter/)

  15. RESULT—FY12 CAMPAIGN • Print • OOH

  16. Initiatives and Opportunities Partner/Constituent Opportunities

  17. MTOT Brand Resources • PDF files available at: • www.travelmontana.org/branding • Discovering the Montana Brand • Using the Montana Brand • Defining the Winter Experience

  18. 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. 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. GET LOST MT: Kalispell Search by location

  21. GET LOST MT: Kalispell Review options

  22. GET LOST MT: Kalispell Deep dive for more information Add a new story about this place

  23. GET LOST MT: Kalispell Enter a new place/story

  24. Research, Findings, Initiatives and Opportunities QUESTIONS / DISCUSSION

  25. 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

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