BACKGROUND As the Montana Of? ce of Tourism planned for its FY 2010 marketing campaign, the predictions coming in from the US Travel Association were not very inspiring. Across the country, travel and lodging were down signi? cantly with hotel room occupancy dipping to 54.7%. Tourism is responsible for 70% of Montana’s revenue and with visitation down in 2009, the Of? ce needed to reach out-of-state travelers. But if most Americans aren’t abl

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