Montana Office of Tourism OOH Case Study Problem How do you increase tourism in a weak economy? Solution Use OOF formats to target and influence those individuals already prone to travel. Background As the Montana Office of Tourism planned for its FY 2010 marketing campaign, the predictions coming in from the US Travel Association were not very inspiring. Across the coun- try, travel and lodging were down significantly with hotel room occupancy dipping to 54.7%. Tourism is responsible for 70% of Montana’s revenue and with visitation down in 2009, the Office needed to reach out-of-state travelers. But if most Americans aren’t able to find Montana on a map, how could they be expected to make it part of their travel plans? Even those who knew the state’s location still had the percep

Join for free to read