The annual Montana Tourism Awards recognize the outstanding accomplishments of the people, businesses, organizations and communities that strengthen Montana's tourism and recreation industries and thereby contribute to maximizing its economic impact for Montana residents.
In past years, the winners have been revealed at the live awards ceremony held in conjunction with the annual Montana Governor’s Conference on Tourism and Recreation. Unable to do so in 2020, award-winners were notified and a public announcement was made on May 19.
Therefore, additional information about each recipient and the finalists in each category will be highlighted in the Friday Flash over the next few weeks.
2020 Marketing Campaign of the Year - “Glaciers to Geysers” a joint venture between Glacier Country Tourism and Yellowstone Country Montana
The Marketing Campaign of the Year award recognizes an outstanding tourism-related marketing campaign (including any combination of paid, owned or earned media) executed within the past calendar year. For this award, the marketing campaign is defined as a series of planned marketing activities, channels and methods that produce measurable results related directly to the campaign.
The purpose of the campaign was to focus on niche travel markets. By combining funds for this purpose, both regions were able to target and reach a greater audience than they would have been able to on their own. The campaign was supported with paid advertising that blurred the lines between the two regions and catered to visitors unaware of Montana’s distinct tourism regions. The program has been incredibly successful, and partners and stakeholders within the two regions have been thrilled with the results.
The program started with showcasing snowmobiling during FY19 and grew to include motorcycling during the warm season. Due to the success of the program in FY19, it was expanded to include downhill skiing, Nordic skiing and mixed winter activities during the winter season, and a focus on museums and history will be covered during the FY20 warm season. Additional focus points and additional DMO partners are being considered for future campaigns as well.
Both regions have been equally represented in all creative, and many different advertising mediums were used, including web (glacierstogeysers.com), digital, print, email, social and video.
Print placements for the snowmobiling and motorcycling campaigns included ad placements in SnoWest magazine (snowmobiling) and RoadRUNNER magazine (motorcycling). Brochures were also sent to in-region CVBs and airports to be displayed for visitors.
The fulfillment centers for Glacier Country and Yellowstone Country fulfilled an additional 4,052 guide requests for the motorcycle brochures during FY19. The top requests for the motorcycling guide came from Alberta, British Columbia, Minnesota, Washington and Colorado. All 10,000 snowmobile guides were distributed.
Web work included creation of a sitemap, content development, digital design and user functionality. Each campaign has its own landing page with interactive maps, travel tips and itineraries. The website was promoted through digital and social advertising targeted to these niche markets.
Projects like this contributed to overall tourism growth in both regions—more than 10% last year—and help encourage travel through our neighbor regions as well. The long-term goal being to raise awareness of all the extraordinary places to see and experiences to have between the parks—between Montana’s glaciers and geysers.
We'd also like to acknowledge the top finalists in the category:
- Montana Missouri River County & Central Montana Tourism “Canada” joint venture campaign
- Visit Southeast Montana “Out Here” campaign
- Belgrade Convention and Visitors Bureau “Belgrade Winter” campaign and visitbelgrade.org
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Our Grants Make a Big Impact in Montana Communities
ZooMontana’s newest resident has begun his long, and slow, journey to Billings! The yet to be named male sloth is making his way to ZooMontana from Michigan, and after a 30 day quarantine, will be ready to welcome Zoo guests to his state of the art, new habitat.
ZooMontana was recently honored to receive a $51,000 grant through the Montana Department of Commerce’s Eastern Montana Tourism Partner Initiative. The initiative is a collaboration among the Montana Office of Tourism and Business Development at Commerce and communities across eastern Montana formed in response to community leaders seeking to strengthen local economies.
Granted funds will be used for the construction and marketing of the Zoo’s highly anticipated Stockman Bank Sloth exhibit. Montana Department of Commerce Director, Tara Rice, is excited about the partnership. “Communities in eastern Montana are planning for smart, long-term economic growth to bring more travelers to the region, which will support job growth and opportunities. One part of the economic equation in eastern Montana includes making sure visitors in and around Montana know they can find breathtaking experiences in every corner of our state. That’s why we’re thrilled to partner with these communities.” Follow the new sloth’s journey @sloth_zoomontana on Instagram, on ZooMontana's Facebook page, or on the zoo’s website.
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Name Me!
After receiving over 1000 name suggestions, my friends at Stockman Bank narrowed it down to five and now you can vote for your favorite. Just click here to help us pick the best name for me. In the meantime, Director Jeff told me that my formal scientific name is "Choloepus Hoffmanni". But you can just call me Choloepus until we tally your votes. Vote for your favorite by Sunday, July 19.
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Choose Local
As Montana is reopening, we encourage you to support your local businesses. If you are interested in locally sourced ingredients, check out this list of our Taste our Place members and savor Montana flavor. You can also find Made in Montana producers and retailers in your area by visiting MADEINMONTANAUSA.com.
Made in Montana Member Highlight
Helena-Based Publisher Celebrates 40th Year in Business Forty years ago, Farcountry Press/Sweetgrass Books was born as an offshoot of Montana Magazine, the brainchild of Rick Graetz. Originally publishing a few books a year under the Montana Magazine moniker, it would eventually grow into the independent publishing company it is today, publishing an average of 50 titles per year. Current owner Linda Netschert started as a sales representative for the business in 1996 and purchased the company from Lee Enterprises in 2011.
“It’s really cool to be a part of something that has been around for so long,” related Netschert (nee St. Clair), a fifth generation Montanan who grew up in East Helena. “It’s important to keep the company community focused, which is really a team effort,” Netschert said, adding that company’s mandate is reflected in publishing books that celebrate Montana’s heritage, as well as in the family-like atmosphere among staff. Read more from the Helena IR here.
Crow Tribe Stay-at-Home Order Extended, Crow Fair Canceled
The Crow Tribe has extended its stay-at-home order through August and canceled the annual Crow Fair event.
According to an executive order from Crow Chairman Alvin "AJ" Not Afraid issued Thursday, the actions were taken "to protect public health and human safety" as the result of COVID-19.
The tribe's stay-at-home order was set to expire July 15. It is now in place through Aug. 31. Read more from KTVQ here.
Chippewa Cree Fashion Designer’s Face Mask Art Draws Fans Worldwide
Many of us are spending more time at home, and we might have picked up a new skill or gotten back to work on an old hobby. In Rocky Boy, a self-described fashionista and clothing designer used her skills to put her own unique twist on a face mask and create socially-distant cultural connections in the process.
“Making masks, that was my therapy,” said Rebekah Jarvey, who works as a human resources generalist for the Chippewa Cree tribe. "Art definitely connects us as Indigenous people. That’s what brings us together, is our art, our beadwork, our sewing." Read more from KXLF here.
New Bike Route Can Take You From Minneapolis to Yellowstone
As we adjust to new ways of life during a pandemic in 2020, two things have become very popular in the U.S.
One, bicycles are flying off the shelves. With so many workers staying home, biking has increased dramatically with suppliers having a hard time keeping up with demand. Minneapolis is also consistently one of the most bike-friendly cities in the U.S.
Second, Americans are finding new and different ways to go on vacation with air travel discouraged, the cruise industry in dry-dock, and even bans on traveling to Europe. Whether it's a simply stay-cation, safely planning a road trip, or finding a vacation destination close to home, we're all looking for ways to get away from it all.
Now, those two things can come together thanks to a new Parks, Peaks, and Prairies Bicycle Route from the Adventure Cycling Association. The route starts in Minneapolis and heads west through a whole bunch of wide open spaces, eventually taking cyclists 1,374 miles to West Yellowstone in Montana. Read more from WCCO Radio here.
Montana in the News Tourism Partner Shout-Outs, Recognition and News
Billings—Three Local Tourist Attractions Offer Billings Staycation Package—Three Billings tourist attractions – ZooMontana, DanWalt Gardens, and Moss Mansion – have banded together and created a 'Billings Staycation' Package. The three locations are listed as the top three tourist attractions in Billings on Trip Advisor. Together, they are offering a 2 for 1 pass for all three attractions.
"Anytime we can partner with the great entities that are in Billings, Montana, we're on board," says Executive Director of ZooMontana Jeff Ewelt, "and what we help it does is, we hope it helps all of us. We hope a visitor comes to the Zoo and then learn about DanWalt Gardens, or want to visit the mansion and see what an incredible asset we have here in town. We're just so excited about this partnership all around, and I think it's going to help us all." Read more from KULR8 here.
Boulder—Jefferson County Trails Guide is now Available—Events continue to be canceled this year due to COVID-19, but there is still a way to get outside and socially distance at the same time — hiking.
The Jefferson County Parks/Recreation/Trails committee recently released its Boulder, Montana Trails Guide.
The guide contains descriptions, elevation changes and directions for 13 trailheads, all located within central Jefferson County. The distances range from variable to the 15-mile Basin Creek to Comet route. The guide is primarily for non-motorized use, but there are some motorized routes also included. Read more from the Boulder Monitor here.
Lincoln—New Skatepark in Lincoln Celebrates Grand Opening—Skaters are showing off their moves in the new skatepark at Hooper Park in the town of Lincoln.
“This is going to be so fun," says Makena Copenhaver, one student involved with the Skatepark project from the beginning. A grand opening ceremony was held with all those who helped with the project, including a group of students who were part of the project from day one. Many believed the skatepark was just an idea.
"I didn't actually think it would be able to happen,” says Copenhaver. “Then, when we started getting approvals from the county and stuff, and the chambers, it just like realized that it hit me like 'this is actually going to happen.'"
The idea came after a group of Lincoln students and their teacher reached out to Pearl Jam's Jeff Ament, who has helped fundraise skateparks in small Montana towns before. Ament agreed because he says he often drives through Lincoln. The fundraising for the park began but not without a roadblock. Read more from KBZK here.
Complete the 2020 Census Now!
Filling out the Census is quick, easy, and safe. It will take less than 10 minutes to complete and your information and privacy are protected by federal law. Montanans can fill out their Census forms online at my2020census.gov or by phone at 1.844.330.2020. The Census is also available via TDD (Telephone Display Device) at 844.467.2020. Learn more at CENSUS.MT.GOV.
October 4-6, 2020—Northwest USA Spotlight Tourism Conference (Helena)—Spotlight is a 2.5 day tourism conference with educational seminars, networking functions, site-seeing tours and a supplier trade show. Attendance will consist of 30-35 QUALIFIED group tour operators and buyers (coming from all over the US and Canada) along with about 25-30 Suppliers. For more information, click here.
October 6-8, 2020—The 2020 NAISMA (North American Invasive Species Management Association) Annual Conference (Virtual)—The 2020 NAISMA Annual Conference will be held on a virtual platform rather than our traditional in-person meeting in order to keep everyone safe and healthy.
This year’s virtual conference will be presented live during the conference dates. Sessions will also be recorded for post-event attendee access. Attendees will be able to log in to view presentations for up to 1 year after the event. To learn more, click here.
October 20, 2020 (Sidney) and October 22, 2020 (Butte)—Rise and Restore Small Business Summit—The Rise and Restore Small Business Summit is in response to COVID-19. Hear how industry experts and other small business owners have been maintaining their business, stabilizing their profit and protecting their team in response to COVID-19. To learn more or register, click here.
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