GLACIER COUNTRY TOURISM
FY 2018 Annual Report
Dear Glacier Country Tourism Partners and Stakeholders, The Western Montana tourism industry has much to celebrate. We have achieved eight consecutive years of record visitation and visitor spending; more than 17,500 Montanans in our region are employed in the tourism industry, earning $397 million in wages; and we are one of the top regional vacation destinations in the northwest Rocky Mountain area. Glacier Country receives 33% of nonresident visitor spending ($1.08 billion) and visitation (3.3 million) and 29% of all resident spending in Montana ($351 million) and 27% of all resident overnight trips. We have been successful because we are constantly innovating how we market our destination. To this end, Glacier Country Tourism complemented our year-round consumer marketing programs by partnering a second year with Warren Miller Entertainment for an in-movie inclusion in the worldwide ski movie “Line of Descent,” launching a new website, expanding our efforts in the travel trade sector and continuing our successful earned media program. We invested $375,000 in paid print and digital placements in Brand USA, Real America, Yellowstone Journal, SnoWorld, SnoWest, Smart Meetings, Ski, Backpacker, WarrenMiller.com, TripAdvisor, Madden Media and advanced audience marketing on Facebook, Sojern, LiveIntent to Los Angeles, San Francisco, Dallas/Fort Worth, Houston, Seattle, Minneapolis, Denver, Chicago, Phoenix and Alberta, Canada, which resulted in: + + + + + + +
Consumer response = 1,764,000 Electronic response = 1,685,000 Social media audience = 365,000 Responsive website = 1,500,000 Consumer database = 790,000 Qualified B2B database = 1,754 Earned media ad value = $1,486,000
The entire Montana tourism industry is grateful to the Montana Legislature for continuing to provide promotion funding through the lodging facility use tax and resources needed to successfully market our state, region and community destinations. This continued investment means the average tax burden on every Montana household is reduced by $426, according to the Montana Office of Tourism and Business Development. We look forward to creating more innovative and cutting-edge programs that will generate an even greater return on our investment throughout the entire Glacier Country region. Thank you for your continued support and for all you do to help make Glacier Country an incredible travel destination.
Racene Friede Executive Director, Glacier Country Tourism 2
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© NICHOLAS PARKER
CONTENTS General Information. . . . . . . . . . . . 4 Montana Tourism Economy . . . . . . 5 Our Brand . . . . . . . . . . . . . . . . . . . 6 Advocacy . . . . . . . . . . . . . . . . . . . 7 Outreach and Education . . . . . . . . 7 2018 Highlights Rural Corridor Marketing Plan. . . 8 Fire Impact and Response . . . . . 9 Financial Overview . . . . . . . . . . . 10 Public Relations and Earned Media. . . . . . . . . . . . . . . . 13 Tourism Sales - B2B. . . . . . . . . . . 14 Visitor Information and Call Center . . . . . . . . . . . . . . . . 16 Consumer Marketing . . . . . . . . . . 17 Social Media . . . . . . . . . . . . . . . . 18 Website . . . . . . . . . . . . . . . . . . . . 20 Marketing Goals. . . . . . . . . . . . . . 22 Board of Directors . . . . . . . . . . . . 23 Staff. . . . . . . . . . . . . . . . . . . . . . . 23 Agency of Record . . . . . . . . . . . . 23
FRONT COVER © ANDY AUSTIN, BACK COVER © NOAH COUSER
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G E N E RA L IN FO
GLACIER COUNTRY TOURISM Glacier Country Regional Tourism Commission is a nonprofit organization dedicated to marketing Western Montana, which includes the eight counties of Flathead, Glacier, Lake, Lincoln, Mineral, Missoula, Ravalli and Sanders, including Glacier National Park and other entities.
MISSION Dedicated to promoting tourism in Western Montana. VISION Be the leading force effectively marketing the region and educating the public regarding the power of tourism while encouraging respect for our outstanding natural environment and quality of life. VALUES + Leadership + Integrity + Collaboration + Inclusiveness + Passion + Innovation
+ Stewardship + Accountability
DESTINATION MARKETING Destination marketing is a type of marketing that promotes a destination (town, city, region, country) with a purpose to increase the number of visitors. A destination marketing (or management) organization (DMO) is responsible for promoting a community as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through the impact of travel, DMOs strengthen the economic position and provide opportunity for people in their community. In Western Montana, the officially recognized DMO is Glacier Country Tourism—one of 25 regional and community destination marketing organizations across Montana. Glacier Country Tourism creates a yearly marketing plan to establish a promotion strategy for all travel-related advertising, trade sales and publicity to: + + + +
4
Reach identified markets and audiences. Present them with a unified message. Create a desire to visit. Get visitors to come and stay in the state, region or community area.
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Montana Tourism Economy According to the University of Montana’s Institute for Tourism and Recreation Research (ITRR):
Nonresident visitors spent
12.5 million
$3.24 billion
Resident visitors spent
in direct expenditures, which is new money for Montana’s economy.
$1.134 billion
%
nonresident visitors traveled to Montana in 2017.
in direct expenditures (leisure one-day and multiday trips).
Travel and tourism directly support approximately
38,890 jobs (+14,400 more indirect) and $885 million in worker salaries.
75% of every visitor dollar is spent in our local communities.
The tourism industry works to promote and preserve the qualities that make Montana a great place to live, work and play. Travelers add to the lifestyle many Montanans enjoy. Better air service results in competitive airfares, and the quality and quantity of restaurants, retail shopping, special events, recreation opportunities and attractions are increased. What residents of Montana enjoy now is far more than what the state’s population could support on its own.
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OUR B RA N D
BRAND The Montana brand is Glacier Country’s brand. Our offerings—specifically nature, communities and welcoming residents—blend together to provide services and experiences that help share our marketing messages while effortlessly aligning with our three brand pillars:
More spectacular unspoiled nature than anywhere else in the lower 48 states
According to ITRR, 15% of nonresident visitors in 2017 were first-time visitors, 72% were repeat visitors and 78% plan to return to Montana within the next two years. While people certainly come to Montana for its beautiful landscapes and exciting recreation, it is the many Montanans who deliver genuine and authentic experiences that help turn our first-time visitors into return visitors.
15% of nonresident visitors in 2017 were first time visitors
© JASON SAVAGE
Vibrant and charming small towns that serve as gateways to the state’s natural wonders
Breathtaking experiences by day and relaxing hospitality at night © NOAH COUSER
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 8 ANNUAL REPO RT
72% 78% were repeat visitors
plan to return to Montana within the next two years
ADVOCACY Tourism Matters to Montana is a collaborative group of destination marketing organizations including tourism regions, convention and visitor bureaus (CVBs) and tourism business improvement districts (TBIDs) across Montana. It operates as a committee under the umbrella of Glacier Country Tourism, which is a 501(c)(6) nonprofit organization. It acts as an independent committee with separate accounting. Funding comes from non-lodging tax sources including TBIDs, membership funds and resort tax areas. Because Tourism Matters to Montana partners are often associated with chambers of commerce, economic development associations and other membership organizations, these two entities represent thousands of tourism businesses across Montana. The primary purpose of Tourism Matters to Montana is legislative advocacy during both general and special sessions of the Montana legislature. + Protect the 4% lodging tax used for tourism promotion. + Emphasize that tourism doesn’t just happen. +D estination marketing is highly competitive. Not only do the western United States and Canada have similar products, but so do countries across the world with bigger marketing budgets to keep their destinations top of mind to potential visitors. +M ontana’s promotion funding must remain (at minimum) at current levels or increase for us to continue to bring new travel dollars into our communities. +M onitor and take positions on issues that impact the tourism industry either directly or indirectly. + Collaborate with partners to provide accurate information on legislative bills. +C ollaborate with partners to support or oppose bills under the name of Tourism Matters to Montana and assist DMOs and their networks to do the same. +E ncourage industry partners to engage with their elected officials and participate in the legislative process. +W ork with tourism partners to provide a unified voice on issues and collaborate on strategy development and implementation on proactive and reactive legislation. +M aintain tourismmattersmt.org, social channels and newsletter to support efforts. Provides easy access to current legislators, bills, communication tools and talking points for issues.
OUTREACH AND EDUCATION Voices of Montana Tourism is an independent organization that serves as a united voice for Montana’s tourism stakeholders. Since its creation in 2011, Voices has led the effort with education and outreach to communicate the immense value a sustainably grown tourism industry provides for all Montanans. Glacier Country Tourism was one of the many founding partners and continues to play an active role in the governance and oversight of its mission and supporting programs. Funding for this organization comes from a variety of sources, including lodging tax. In 2017, Voices of Montana Tourism became a standalone 501(c)(3) nonprofit organization. It does not take positions on legislative issues.
In 2018, Tourism Matters created a work group to bring tourism leaders from key sectors of the Montana tourism industry together to build and foster stronger relationships based on communication, collaboration and cooperation. G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 1 8 A N N U A L R EP O RT
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2018 HIGHLIGHTS
Š NOAH COUSER
RUS SE NOR
RURAL CORRIDOR MARKETING PLAN In 2018, Glacier Country Tourism developed a strategic marketing plan specific to its rural corridors. We identified nine corridors covering our smaller communities. Our marketing plan, to be implemented in FY 2019, consists of developing a marketing opportunity packet to be used to educate our communities on Glacier Country Tourism, our benefits to communities and our benefits for partners. The Glacier Country Tourism team will schedule at least one focused trip per year to each corridor that will include social coverage and a meeting with community members. We will also implement an annual training and education event that will focus on our smaller communities and rural corridor promotion. In addition to our education, outreach and training, Glacier Country Tourism will report quarterly on our marketing efforts for each corridor and will develop a rural grant match program to launch in 2019.
Rexford
Yaak
NORTHWEST CORRIDOR
GLACIER NATIONAL PARK
Eureka Polebridge
Fortine Trego
Stryker
Olney Columbia Falls
TOUR 200
Trout Creek
Swan Lake
Proctor Dayton
Rollins
Polson Hot Springs
Saltese De Borgia Haugan
Plains Paradise
St. Regis
Pablo Ronan
Augusta
Arlee
Alberton
Missoula
Bonner
Clinton
Lolo
Florence Stevensville
Lincoln
Corvallis Hamilton
G
Wolf Creek
Neihart
Helmville
BLACKFOOT CORRIDOR Drummond Garrison
Victor
BITTERROOT VALLEY
Raynes
Monarch
Craig
Ovando Greenough
Frenchtown
Belt
Cascade Seeley Lake
Huson
Ulm Stockett
Deer Lodge
Philipsburg
Canyon Creek
Helena Elliston
East Helena Montana City W inston
Clancy
White Sulphur Springs
Jefferson City
Basin
Townsend
Mar
Boulder
Ringling
Georgetown Lake Anaconda
Darby
Butte W ise River
Sula
Dewey Divide W isdom
Melrose
Whitehall Logan Harrison
Silver Star Twin Bridges
Pony Sheridan
Bannack
Dillon
Three Forks
Wilsal
Manhattan
Gallatin Gateway Norris
Nevada City
Polaris
Jackson
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Fort Shaw
St. Ignatius Ravalli
Superior
L
Fairfield
Condon
Conner
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Fort Benton
Choteau
Charlo Moiese Dixon
I-90 CORRIDOR
Bynum
SEELEY-SWAN CORRIDOR
Elmo Big Arm Thompson Falls
GLACIER Dupuyer NATIONAL PARK Conrad SURROUNDING AREA Brady
Ferndale
Lakeside
Rud
Chester Valier
Heart Butte
Bigfork
Somers
FLATHEAD CORRIDOR
Shelby
Essex
Kila
Marion Noxon
Cut Bank
Browning
East Glacier Park
Coram Martin City Hungry Horse
Kalispell Heron
Sunburst
West Glacier
Whitefish
Libby
St. Mary
Lake McDonald
Apgar
Troy
EAST GLACIER CORRIDOR
Babb
GOINGTO-THE-SUN ROAD
Clyde
Livingst
Bozeman Big Sky
Alder Virginia City
Belgrade
Ennis
Emigrant Pray
Cameron Grant West Yellowstone
Gardiner
FIRE IMPACT AND RESPONSE The summer 2017 fire and smoke conditions had a profound impact on the communities involved. We utilized the opportunity to devise a marketing strategy addressing the immediate situation, and we used the lessons learned to develop a longer-term strategy addressing and supporting similar potential tourism challenges. We drafted a marketing campaign that created opportunities for the impacted area. “Sled the Burn” promoted the two snowmobile trail systems that connect in and around the burn area. This campaign was targeted to key geographic markets and leveraged donated time from Glacier Country Tourism’s agency of record and available Warren Miller video resources. Our campaign included a targeted landing page, sledtheburn.com, with travel and snowmobiling information for all three communities. The available budget was spent completely on advertising. The Libby snowmobile campaign showcased winter recreation in the Libby burn area. Again, all $5,000 went directly to paid media that directed traffic to Libby’s chamber of commerce site. They proactively added winter content to their website and managed a vacation giveaway. These grant-funded efforts inspired us to help build the rural community marketing program. For FY 2019 we will focus $40,000 to assist communities not served by funded convention and visitor bureaus to think strategically about sustainable tourism development and promotion strategy.
Wake up your winter in the little town where big adventure never sleeps. Libby sits humbly in the northwest corner of Montana surrounded by pristine national forestland. The terrain is epic and the powder is the epitome of perfection.
406-293-4167
•
905 W 9th St
•
Libby, Montana
•
LibbyChamber.org
SEELEY LAKE • OVANDO • LINCOLN
MONTANA
With over 300 inches of snow every year and over 600 miles of groomed snowmobile trails, the Seeley Swan and Blackfoot valleys offer extraordinary snowmobiling and backcountry sled skiing.
SLEDTHEBURN.COM
Sled the burn on thousands of acres of once densely forested land now open to snowmobiling due to the Rice Ridge and Alice Creek fires.
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FI N A N CIA L OVER V I E W
By the Numbers FY 2018 Annual Lodging Tax Budget 8% General Marketing
36% Marketing Support 47% Consumer
9% Publicity
FY 2018 Annual Private Budget 2% General Marketing
57% Marketing Support
39% Consumer
2% Publicity
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 8 ANNUAL REPO RT
Glacier Country Travel Region Spending 2017
$1.1 billion
nonresident spending
7% increase over prior year
$351 million
resident spending
2017 Nonresident Expenditure Percentages in Glacier Country Travel Region Gasoline, Diesel 16%
Retail Sales 12%
Hotel, Motel 12%
Restaurant, Bar 22%
Outfitter, Guide 9%
Transportation Fares <1%
Groceries, Snacks 9%
Farmers Markets <1% Gambling <1% Vehicle Repairs 1% Miscellaneous Services 1% Š NOAH COUSER
Campground, RV Park 2%
Auto Made in Rental Montana 3% 3%
Licenses, Entrance Fees 5%
Rental Cabin, Condo 4%
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FI N A N CIA L OVER V I E W
Š CHRIS MCGOWAN
By the Numbers Glacier Country Region 2017
$9,559,658
Glacier National Park Visitation Stats (NPS)
lodging tax collected in 2017
9% increase over prior year
12% increase over prior year
Airport Increases (Missoula and Kalispell) MSO
772,625
539,588 passengers in 2017
2% increase
9.5% increase
12
Glacier Country Partners FY 2018
FCA
passengers in 2017
over prior year and all-time record
3,305,512
visitors in 2017
over prior year and all-time record
GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 8 ANNUAL REPO RT
361 total partners
new partners
PUBLIC RELATIONS AND EARNED MEDIA
Our Public Relations and Earned Media program focuses on promoting Western Montanaâ&#x20AC;&#x2122;s Glacier Country as a tourist destination through earned media by meeting with journalists and influencers at conferences and media events and hosting events in regionally and demographically targeted cities. Glacier Country Tourism works with journalists and influencers, creating itineraries and experiences in Western Montana representative of what the area has to offer and the interests of the publication and influencer audiences. Earned media totals approximately $1.5 million this year.
EARNED MEDIA FY 2018
$1,486,088 10,682,154 DIGITAL INFLUENCERS + $4,245 in total earned media + 28,962 likes + 697 comments
in total earned media total circulation for print media
745,774,390 58 19 total articles
PUBLIC RELATIONS EVENTS +D allas, in partnership with Destination Missoula and Missoula International Airport
total unique visitors for online media
media trips
MEDIA EVENTS/CONFERENCES + I nternational Media Marketplace, IMM, January 2018 New York City + IPW, May 2018 Denver
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TO UR I SM S AL ES
TOURISM SALES - B2B
Tourism Sales Management actively markets Western Montanaâ&#x20AC;&#x2122;s Glacier Country to domestic group tour operators, international free independent travel (FIT) and the meetings and convention markets by focusing on business-to-business relationships and also assisting with requests for destination-related weddings and reunions. Glacier Country Tourism attends trade shows and fosters relationships with professionals around the world interested in bringing visitors to Western Montana.
TOUR AND TRAVEL (DOMESTIC AND INTERNATIONAL) +6 5 new tour and travel contacts added to our database of 815 accounts + 1 international FAM tour with 50 attendees +N ational Tour Association Travel Exchange, December 2017 San Antonio +A merican Bus Association Marketplace, January 2018 Charlotte + Go West Summit, February 2018 Salt Lake City + International Roundup, April 2018 Kalispell + IPW, May 2018 Denver MEETINGS AND CONVENTIONS +5 52 new meeting planner contacts added to our database of 820 accounts +8 Meeting RFPs distributed to convention facilities in Western Montana +1 meeting planner FAM with 4 meeting planners, generating 4 RFPs and 2 confirmed meeting programs in Glacier Country + IMEX America, October 2017 Las Vegas + Connect PNW, November 2017 Seattle
14
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B2B BLOG STATS
89,728
total visits Nearly doubling visits from FY 2017
+ Top 3 Posts From B2B Blog
1
Top 5 Reasons to Choose Western Montana for Your Mountain Meeting
2
One Day in Glacier National Park
3
Guest Post: Montana’s Not So Off Season
MEETINGS COOPERATIVE +G lacier Country Tourism partnered with Destination Missoula and Discover Kalispell for a cooperative advertising program with Smart Meetings. The campaign included: +S pread in January “Mountain Meetings” issue +8 0,000 readers, convention managers, meeting planners, CEOs, VPs, directors, marketing and sales +H igh-impact interstitial and digital banners on smartmeetings.com
146,013 impressions
1,606 clicks
1.10%
impressions
122
respondents
MEETING PLANNER NEWSLETTERS + 24% Open Rate + 2.3% Click Rate TOUR OPERATOR NEWSLETTERS + 18% Open Rate + 1.4% Click Rate
SMART MEETINGS SURVEY RESULTS February 2018
Average number of attendees per planned event or meeting: 1 - 50: 28/114 24% 50 - 100: 33/114 30% 100 - 500: 43/114 38% 500 and over: 9/114 >1%
>1% 500 and over 24% 1-50 38% 100 - 500 30% 50 -11
Types of meetings planned: Board or corporate retreats: 25/114 Association meetings, conferences, and trade shows: 57/114 Training sessions: 18/114 Corporate incentive travel: 14/114
11% Corporate incentive travel
22% 50% 16% 11%
116 leads
22% Board or corporate retreats
16% Training sessions
click through rate (CTR)
+C ustom Lead-Generating Survey
25,786
B2B EMAIL NEWSLETTERS + 2,273 Total Sends
50% Association meetings, conferences and trade shows
When seeking a new destination, what matters most: Accessibility, transportation lodging needs: 47/114 42% Attendee experience and excitement about the destination: 51/114 45% Support provided by DMO/CVB: 4/114 >1% Quality of site and community engagement: 6/114 >1% Return on investment: 6/114 >1%
42% Accessibility, transportation, lodging needs
>1% Return on investment >1% Quality of site and community engagement >1% DMO/CVB 45% Attendee experience and excitement about the destination
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VI S I TO R INFO + CONSUMER MARKETING
VISITOR INFORMATION AND CALL CENTER
191,277
Total inquiries 16% Increase from FY 2017
53,000
Travel guides sent out
Visitor Information Center Program Glacier Country funded 10 VICs providing personal travel counseling to
11,476 people Top Five States: Montana Washington Canada California Oklahoma Idaho Customer Service Training Nine trainings throughout the region in FY 2018 Free for businesses and communities Focused on existing workforce employees Provided through Flathead Valley Community College Attended by travel counselors from all funded VICs
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GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 8 ANNUAL REPO RT
Consumer Marketing FY 2018 Media Performance
28.8 million impressions
228,250 clicks
Winter Campaign Overview
.79%
average click through rate (CTR)
OUTSIDE PERSPECTIVE
9.7 million
BEGINS WITH AN ALTITUDE ADJUSTMENT WIN $500 TOWARD YOUR WINTER VACATION
impressions
OUTSIDE
96,653
PERSPECTIVE BEGINS WITH AN
ALTITUDE ADJUSTMENT
clicks
.99%
BEGINS WITH THREE FEET OF POWDER
WIN $500 TOWARD YOUR WINTER VACATION
average CTR
WIN $500 TOWARD YOUR WINTER VACATION
Warm Season Campaign Overview
14.7 million impressions
OUTSIDE
PERSPECTIVE
BEGINS WITH THE PULL
OF A PADDLE
OUTSIDE PERSPECTIVE BEGINS WITH AN ALTITUDE ADJUSTMENT WIN $500 + PARK PASS
52,165 clicks
OUTSIDE PERSPECTIVE BEGINS WITH THE PULL OF A PADDLE
.35%
average CTR WIN $500 + PARK PASS
WIN $500 + PARK PASS
G LA C I E R C O U N TRY TO U RI S M | F Y 2 0 1 8 A N N U A L R EP O RT
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S O CI A L MED I A
SOCIAL MEDIA
FY 2018 Stats
364,288 12.3 million
@glaciermt
@glaciermt
@glaciermt
34,156
Snapchat
@glaciermt
@glaciermt
Glacier Country Regional Tourism Commission
8,022
GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 8 ANNUAL REPO RT
10,658
3,536
Total Engagement
18
315,611
Total Audience
#GlacierMT
posts with over
610
50 million impressions
126
Consumer Blog
116,275 visits Top 5 Posts
1
1 Amazing Places in Montana 2 You’ve Never Heard Of
4
7 Things to Do in Montana This Fall
2
31 of the Best Photo Ops in Montana
5
Top 10 Things to Do Near Glacier National Park
3
7 Things to Do in Winter if You Don’t Ski
ANDY AUSTIN MONTANA SPRING ROAD TRIP Glacier Country hosted digital influencer Andy Austin for the final leg of his Montana Spring Road Trip, which took him from the National Bison Range, up Tour 200 through Thompson Falls and up to Libby and Eureka. His social coverage included Facebook, Instagram, Twitter and multiple blogs. Glacier Country also acquired gorgeous photo and video assets from the trip to help promote these communities in future marketing efforts. Andy Austin will return for future rural corridor road trips.
© ANDY AUSTIN
© ANDY AUSTIN
© ANDY AUSTIN
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W E BS I T E
WEBSITE
Website Traffic Overview
1,499,122 total visits
462,390 mobile visits
73,556 digital travel guide visits
Top 10 Pages
20 20
GL GL AC AC IEIE RRCC OU OU NNT T RY RYT OUR T OUR ISM ISM | | F F Y Y2 0 21 08 1 8ANNUAL ANNUALREPO R EP O RT RT
1
Summer 18
6
Glacier Park Itineraries
2
Winter 17
7
Camping
3
102 Things to Do
8
Cabins
4
Glacier Park
9
Hot Springs
5
Stay
10
Byways
From: Tia Metzger tia@windfallstudio.com Subject: Fwd: MONTANA: Winter Snow Watch Date: February 7, 2019 at 8:54 AM To: Megan Richter megan@windfallstudio.com
© NOAH COUSER
Tia Metzger Windfall, Inc. E: tia@windfallstudio.com P: 406-532-7963 C: 406-529-8864 Begin forwarded message:
Top 10 States and 1. California 2. Texas 3. Washington 4. Illinois 5. Montana 6. Utah 7. New York 8. Oregon 9. Ohio 10. Minnesota
Cities 1. Dallas 2. Chicago 3. New York City 4. Salt Lake City 5. Seattle 6. Los Angeles 7. Houston 8. San Francisco 9. Minneapolis 10. Calgary
From: Western Montana's Glacier Country <no-reply@glaciermt.com> Subject: MONTANA: Winter Snow Watch Date: December 6, 2017 at 10C16C27 PM MST To: <tia@windfallstudio.com> Reply-To: Western Montana's Glacier Country <no-reply@glaciermt.com>
EMAIL MARKETING
In FY 2018, Glacier Country distributed four consumer newsletters, four B2B newsletters, four partner newsletters and two targeted newsletters. WINTER 2017
SKI MONTANA
GLACIERMT.COM
ENTER TO WIN
Savor Winter: Ski Montana
6 Downhill Resorts + Endless Backcountry Terrain We’re a little biased, but Montana is good at pretty much everything—especially winter activities; we’ve got skiing down pat. There’s no shortage of incredible downhill adventure here, and our brag-worthy backcountry beckons. With thousands of acres of terrain, including six downhill resorts, ski vacations are made here. The scenery is epic and the powder is fresh. Plus, affordable lift tickets, nonexistent lift lines and authentic ski towns complete the package. Whitefish Mountain Resort offers world-class skiing on mixed terrain along with breathtaking views of Glacier National Park. Feeling extra adventurous? Explore our backcountry and find pure winter bliss.
Consumer Newsletters
926,930 total recipients
Ski Montana and discover the depths of winter adventure. While you’re at it, enter to win up to $500 in gift cards at glaciermt.com/winter.
77,015 opens
Snowmobiling Hotspots
Glacier Getaway Deals
Glacier Country is a sledder’s paradise, with premier groomed trail systems leading to powder stashes, ridgetop views and excellent hill climbing. Rent a sled or book a guided trip, and revel in the adventure. Seeley Lake is a prime snowmobiling destination, with 350 miles of groomed trails. Discovery calls from every direction with scenic lookouts, cozy lodges, cafés and backcountry lakes for ice fishing. Popular trails include Double Arrow Lookout and Marshall Lake scenic loop. Or, head to
It’s no secret that we love Montana. We also love sharing the love with our biggest admirers: you. That’s just part of the unrivaled warm western hospitality we’re known for, and why there’s usually a vacation deal in Glacier Country that’s perfect for you. Get away, and savor the savings along with the magic of our stunning winter wonderland. Our partners are always offering special room discounts, romantic weekend getaways, spa and ski packages and dine-and-stay steals. Find a
Libby and sled the untouched wilderness of the Kootenai National Forest.
deal, and find yourself in Western Montana’s Glacier Country.
8.31%
average open rate
13,538 clicks
1.46%
average click rate
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MARKETING G OAL S
Meeting Our Objectives
2018 MARKETING OBJECTIVE RESULTS
2018 MARKETING GOALS + Raise awareness of Glacier Country as a recognized tourism destination in identified markets and audiences. + I ncrease visitation year-round (especially shoulder and winter seasons) + I ncrease visitation among resident, nonresident, domestic and international travelers. This includes: Continue emphasis on cultural attractions found throughout Glacier Country including Indian nations, historic sites, museums, etc. Generate inquiries and convert them to visitors by capturing names for database marketing. Encourage visitors to share their experiences through emerging technologies and tools such as social media channels and blogs.
+ I ncrease overall consumer response by 2% or 1,611,590
Final: 1,763,955
+ I ncrease electronic response by 2% or 1,418,935
Final: 1,685,115
+ I ncrease social media reach by 2.5%
Final social media actual engagement: 12,336,774
© JASON SAVAGE
22
GL AC IE R C OU N T RY T OUR ISM | F Y 2 0 1 8 ANNUAL REPO RT
Total audience: 364,339, 5% increase
+ I ncrease responsive website by 2% or 1,317,617
Final: 1,499,122
+ I ncrease consumer database by 2% or 788,650
Final: 789,860
+ I ncrease B2B database by 3% or 900
Final: 1,754
+ I ncrease media stories by 1% or $3,872,011
Final: $1,486,000
BOARD OF DIRECTORS Robert Carette
Muffy Bullock
Brian Morton
(President) - Marina Cay Resort
St. Regis Travel Center
Ninepipes Lodge
Ramona Holt
Kascie Herron
Barb Neilan
(1st VP) - Holt Heritage Museum
American Rivers
Destination Missoula/CVB/TBID
Chase Averill
Cris Jensen
Amy Overstreet
(2nd VP) - Flathead Lake Lodge
Missoula International Airport
Cut Bank Chamber of Commerce
Victoria Lee
Tyrel Johnson
Amber Pacheco-Holm
(Secretary-Treasurer) Glacier Distilling Company
Glacier Park Boat Company
Libby Area Chamber of Commerce
Karr Bergmann
Mike Johnston
Rick Sinclair
Montana River Guides
Diamond S RV Park & Campground
Jen Kreiner
Kristin Smith
Sanders County Community Development
Cabinet Mountain Brewing
Matt Lautzenheiser
Stephanie Vielle
Historical Museum at Fort Missoula
Blackfeet Nation
Red Lion Ridgewater Inn & Suites Polson
Dylan Boyle Explore Whitefish/CVB
Shannon Brilz University of Montana
Diane Medler Discover Kalispell/CVB/TBID
STAFF
AGENCY OF RECORD, WINDFALL INC. â&#x20AC;&#x201C; MISSOULA, MONTANA
Racene Friede
Tia Metzger
Holly Kuehlwein
Executive Director
Glacier Country Account Executive, Media Buyer
Project Manager, Partnership Specialist
Jim McGowan
Megan Richter
Principal, Strategic Planning
Creative Director
Scott Woodall
Kyle McGowan
Sales and Partnership Development
Digital Director
Kristi McNeal Office Manager
Debbie Picard Tourism Sales Manager
Lucy Guthrie Beighle Public Relations and Earned Media Manager
Alex Wardwell Social and Video Specialist
Aerionna Hardesty Sales and Marketing Assistant
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