Montana ad campaign goes viral, upping expectations for tourist season

“Montana is thrusting its mountainous finger right in our Midwest faces, taunting us with its magnificent scenery and world-class outdoor recreation.”

There are signs of illness surrounding some of the state’s tourism marketing efforts this summer — and the director of Travel Montana is delighted.

“Our campaigns have really taken on a viral component above and beyond our expectations,” Betsy Baumgart said in an interview as Montana’s peak tourism season draws near.

In marketing terms, “going viral” can mean taking advantage of social media to spread a message, or to relying on other, unpaid media and word-of-mouth to give a campaign legs far beyond its initial exposure and cost.

By JOHN HARRINGTON Independent Record

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