New marketing leans into ‘real Montana’ sentiment; brand elements revealed on ‘68 Chevy C10
EBS STAFF
The Montana Department of Commerce visited the Livingston Farmers Market on June 11 to display a new Montana brand based on preserving “the real Montana” by promoting visitation across the state, supporting local businesses and welcoming new ones, and uplifting rural communities.
The campaign launched on May 16 at the World Famous Miles City Bucking Horse Sale, and Livingston was the first stop on a statewide brand engagement tour.
“The Livingston Farmers Market stop is located in Montana’s Yellowstone Country, one of the tourism regions in Montana, and represents the brand’s focus on supporting local businesses, farmers and growers,” a promotional release stated.
Gov. Greg Gianforte spoke at the Miles City event, where a painted 1968 Chevrolet C10 truck displayed elements of the new brand design.
“For the first time in 16 years we’re reintroducing Montana to the world,” Gianforte said, according to a separate Department of Commerce press release. “And we’re doing it by shining a spotlight on the people who make this place what it is. Because the strength of our state isn’t found in slogans or logos, it’s found in our people.”
The new brand will enable the Department of Commerce to “implement legislative direction for how the department uses lodging tax funds to promote the state for economic benefit,” the release added. Efforts will focus on Montana’s people, place and the stories, drawing from “extensive” research to ensure the new brand aligns with both resident and visitor feedback. The department surveyed more than 1,600 Montanans and out-of-state visitors, plus three rounds of focus groups and input from tribal nations in Montana.
Mitch Staley, chief marketing officer for the department, offered a short summary of the new brand.
“The new brand fills the role of Montana’s lead brand representing our state,” Staley stated. “By promoting our state’s economy, existing and new businesses and showcasing Montana as a place to visit, the new brand features Montanans sharing their stories in ways they can be proud of.”
In the promotional release, Staley noted the department’s focus on promoting “the real Montana” and making sure the department shares the new brand with Montanans first, in their own communities, before it launches nationwide.
The brand familiarization tour will continue to the Old Salt Festival in Helmville on June 21, the Missoula Summer MADE Fair on June 22, the Fort Benton Summer Celebration on June 28, North American Indian Days in Browning on July 11, and the Montana Governor’s Cup Walleye Tournament in Fort Peck on July 12.
Montanans will have the opportunity to learn about the new brand, share their stories for future marketing efforts, and answer Montana trivia to win “Montana-branded swag.” The department’s webpage offers a detailed brand guide, highlighted by a promise: “If Montana stays Montana, we’re doing it right.”
