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THE GALLATIN FOUNDATION

The Gallatin Foundation (a tourism-focused group comprised of the Bozeman Yellowstone International Airport, Big Sky Chamber of Commerce, Big Sky Resort, Bozeman Chamber of Commerce, Lone Mountain Ranch, Moonlight Basin, Spanish Peaks Mountain Club, Yellowstone Club and Yellowstone Country Montana, Inc.) has contracted with Mammoth for two years running to promote destination travel to this corner of Montana. The most recent endeavor in this regard, the Winter 2017-2018 "Far From Ordinary" campaign, was launched in November of 2017.

CHALLENGES

The Gallatin Foundation is comprised of a diverse set of players, each with unique needs and viewpoints, and each with their own specific draws and attributes. As such, the goals for this campaign were diverse, but primary among them were to make travelers in cities that receive direct airline flights aware of the area. Additionally, the focus was to move potential visitors from mere awareness to actually booking a trip to the area. A further realization was that many people are unaware of the close proximity Bozeman, Big Sky and Yellowstone National Park share to each other, creating a multitude of potential activities in a single vacation.

WHAT MAMMOTH DID

Mammoth branded the area as Bozeman, Big Sky and Yellowstone, Montana, and developed a logo as a visual identifier for the region. The campaign line “Far From Ordinary, Closer Thank You’d Think,” was created to communicate the idea that this very unique area was not as far, nor as hard to get to, as most people imagine. Mammoth developed an “inbound” marketing campaign focused on two main geographic areas, Texas and California. The media buy consisted of several print magazines (United Airlines' in-flight magazine, Hemispheres, American Airlines' in-flight publication, American Way and Texas Monthly), in-flight seat back videos on all United Airlines flights, nationally; social media; and content development. “Top of the funnel” awareness was driven through print and social media branding ads, pushing interested parties to a microsite (farfromordinary.com) designed specifically for this campaign. As people became engaged with the campaign, more content was delivered to move potential travelers through the sales funnel. This content was delivered through blog posts on the FarFromOrdinary microsite, email marketing efforts and social media posts on both Facebook and Instagram. Engagement was measured through social media following and through the activities potential travelers took on the microsite.

Results

Overall—and in short order—the multi-media campaign has been deemed a success. The print, video and social media components have created exposure, awareness and following: the campaign's Facebook page reached more than 1,000 followers by the end of its third week (starting from zero) and activities on the FarFromOrdinary site have been exactly what the Gallatin Foundation partners were looking for in terms of Key Performance Indicators (KPIs). Those KPIs include video views, flight booking inquiries, blog visits and opt-in emails from prospective travelers.