The Bozeman Tourism Business The Bozeman Tourism Business Improvement District (TBID) asked us to develop an integrated advertising/marketing campaign (brand development, TV, print, digital, social) that invited potential travelers to the Bozeman area. Market research revealed that people are drawn to Bozeman for both its spectacular surrounding landscape and the bustling culture of the city. We emphasized the unique nature of this pairing by showcase experiences that are available Only in Bozeman.
Throughout the life of the campaign, which spanned 2011 through 2016, the gross lodging tax revenue in Bozeman increased by 57%, with an average increase of 11.4% per year. Nonresident expenditures in Gallatin County (where Bozeman is situated) grew by 37% during that time frame. Key areas of improvement include nonresident Hotel/Motel/B&B expenditures, which saw a 33% increase, nonresident restaurant expenditures, which experienced 33% growth, and nonresident auto rental & repair expenditures, which grew 60%.
“Only in Bozeman,” the tagline we developed has become somewhat of a badge of honor for travelers and locals alike. We produced stickers that have been spread far and wide, giving the campaign a life that will live far beyond our media buys.