With Montana, it is love. Montana made it almost easy — to share the very real passion and stoke of a unique landscape with travelers who are willing to go beyond the expected, and step off the beaten path to experience something a little “more” — and the tourism numbers year over year showed the emotional approach worked.

Big landscapes, with a touch of humanity allowed viewers to see themselves on the ground. The potential of a place was able to shine through with smart copy and strategic placement in various travel-minded publications and digital properties. Experiential efforts in Chicago, Seattle, and Minneapolis reaped miles of social interactions, where potential MT travelers saw a wide range of #MontanaMoments and were encouraged to come make their own.