Skift Take
Nice work by Montana to adapt when necessary. When you've got a big sky to play with, the sky can be the limit.
The way -- and amount -- Big Sky Country markets itself to potential visitors has changed a lot in 25 years.
Back in the 1980s, a magazine ad might have been the best way, or at least the industry standard, to draw new visitors to Montana, but today a smartphone app or snappy Facebook page is a more likely way for the Montana Office of Tourism to connect with travelers passing through the state.
"Right now it's about mobile, making sure we have all of our marketing and all of our websites in a mobile friendly (format)," said Jeri Duran, the administrator for the Montana Office of Tourism.
"As the statewide industry has evolved, so too has the Montana Office of Tourism's marketing," said Mary Paoli, public relations manager for Voices for Montana Tourism, an industry coalition and advocacy group. "In 1987, three major TV networks and household magazines like Life and Time dominated. Today, Montana marketers reach travelers with highly-targeted advertising campaigns, mobile apps and social media engagement."
The shift appears to have paid off: The number of out-of-state visi
