Overview

Through the Joint Venture Marketing Program, the Montana Office of Tourism and Business Development aims to provide joint venture partners (regions, CVBs, TBIDs and tourism industry partners) with a variety of affordable joint venture advertising opportunities that leverage the state brand and resources.

Why take advantage of
joint venture advertising options?

By leveraging the Montana Office of Tourism and Business Development's media buy, partners will be able to:

  • Buy into opportunities at lower negotiated rates
  • Receive premium positioning in placements within premium content websites.
  • Capitalize on consumer awareness built by the Montana Office of Tourism and Business Development to increase interest and bookings for the partner's destination or business

How does joint venture advertising work?

Joint venture ads appear among Montana brand ads for increased impact. While the Montana brand ads provide inspiration and answer the question, “Why Montana?,” joint venture ads have the opportunity to provide the answer to “Where/How Montana?”

The Montana Office of Tourism and Business Development has identified three messaging tiers that follow the traveler's journey from inspiration to planning to booking. Tier 1, the State Level, provides inspiration and creates intrigue. Tier 2, the Regional/Town Level, provides a sense of location within Montana. Tier 3, the Business/Resort Level, promotes actionable items such as booking.

  1. Tier 1: Inspiration

    The State Level provides inspiration and creates intrigue.

  2. Tier 2: Orientation

    The Regional/Town Level provides a sense of location within Montana.

  3. Tier 3: Facilitation

    The Business/Resort Level promotes booking.

It is important that the tiers work together. The Montana Office of Tourism and Business Development creates interest and adds value to the regions and towns. Businesses and resorts further support the regions and towns message, closing the deal.

Through joint venture advertising, partners can customize their marketing message and placement to connect with their particular audience through advertising packages in National, Key Market and Regional markets for both the winter and the warm season.