Nothing Here But Award Winning Tourism Campaigns


July 28, 2011

Montana’s 2010 Tourism Campaign Receives Preeminent Marketing Award

The Montana Office of Tourism along with their marketing team of MercuryCSC in Bozeman found themselves among some very distinguished company when they received a Silver Effie Award from the American Marketing Association at the 43rd Annual North American Effie Awards in New York City this past June.

Montana’s 2010 “There’s Nothing Here” tourism campaign won the award among a field of North America’s most groundbreaking, effective and innovative marketing campaigns in the Travel, Tourism and Destination category. Entrants for these awards are typically large global brands representing hotel chains, cruise lines, online travel companies and countries.

Montana’s creative execution and strong campaign results led the state to being the first destination to win a Silver Effie since 2000. Award recipients are judged solely on their own merits and not against one another, however, Montana did receive higher scores than the popular and well-recognized Travelocity and their Roaming Gnome campaign which brought home a bronze Effie. The top honors in the category went to HomeAway.com and its campaign featuring Chevy Chase and the Griswolds from Vacation fame.

“While we are certainly pleased to be recognized at such a high level for our marketing acumen, what is really encouraging is while our campaigns are both bold and provocative they are also delivering substantial results for our tourism industry here in Montana,” said Anna Marie Moe, Acting Division Administrator for the Montana Office of Tourism. “We’ve learned through marketing studies that those that have seen our advertising are up to three-times more likely to want to visit Montana than those unaware of the advertising. In addition, $424 million in visitor expenditures have been directly attributed to our campaigns.”

Established in 1968 by the American Marketing Association, the Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize all forms of marketing communication that contribute to a brand’s success. “Effie” stands for effectiveness in marketing and winning an Effie has become a global symbol of achievement. For more information on the Effie’s and to view Montana’s Showcase entry, visit: http://j.mp/l2UC52.

While the Effies stand at the pinnacle of marketing awards, the Montana Office of Tourism has been garnering numerous accolades this past year for their marketing achievements with the Effies marking their 10th award for their 2009-2010 tourism campaigns. In addition to this award, Montana’s “There’s Nothing Here” campaign has been recognized by the travel industry’s top national and international awards programs, including the National Council of State Tourism Director’s (NCSTD) Awards and the Hospitality Sales and Marketing Association International (HSMAI) Awards.

Click here for a copy of the full press release.