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Office of Tourism, Department of Commerce February 2010 MONTANA OFFICE OF TOURISM: Research, Findings, Initiatives and Opportunities Presented at the Flathead.

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Presentation on theme: "Office of Tourism, Department of Commerce February 2010 MONTANA OFFICE OF TOURISM: Research, Findings, Initiatives and Opportunities Presented at the Flathead."— Presentation transcript:

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 –Stacie Wunsch MercuryCSC, Account Strategist


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