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Saturday, March 24, 2018

This map from a study commissioned by the Montana Office of Tourism shows where visitors to Montana in the summer of 2009 entered the state. Five percent of the more than 4 million visitors that quarter entered at the entrance closest to Glendive via I-94.

Area CVB marketing plan is ready

By Jason Stuart

Ranger-Review Staff Writer

The marketing plan for Glendive’s new Convention and Visitors Bureau is ready to go.

Dawson County Economic Development Council Director Amy Deines submitted the draft plan to the DCEDC board Tuesday afternoon and the board approved it.

Deines said the plan will benefit from having both the CVB and the Tourism Business Improvement District under the same umbrella.

“It’s going to be a great combination of TBID funding and CVB funding,” she said.

Deines said the plan for this year will focus on billboards and print advertising. From the CVB funding, the marketing plan spends $10,000 for billboards. Deines is looking to put up two billboards along Interstate 94 to advertise Glendive to potential visitors.

“Our focus is going to be between Bismarck and Glendive and another between Billings and Glendive,” she said of the planned billboard locations. 

Featured on the billboards will be a new slogan that the TBID board recently approved — “Dive into Glendive.”

The CVB marketing plan calls for spending $1,000 on social media advertising and $2,500 in print advertising. The plan calls for the print advertising to be augmented by another $40,000 in TBID funding.

During that third quarter of 2009, a total of 4.68 million people visited the state. Multiplying that figure by 5 percent suggests approximately 234,000 of them passed through Glendive along I-94.

Deines said that at a recent tourism conference, she learned that “one of the biggest areas” for tourists traveling into the state via I-94 is Chicago. 

Data from the Office of Tourism report also identifies Minnesota as another major place of origin for Montana tourists. 

Though the Office of Tourism splits the Midwest into two separate regions for the purpose of visitor tabulation, taken as a whole, the Midwestern states accounted for 23 percent of Montana’s tourists in 2009, the highest total from any part of the country.

Given those facts, Deines is working to identify publications in those Midwestern markets in which to promote Glendive. She noted that she has, for instance, already identified some travel magazines that are specifically geared towards Yellowstone.

“We’re just going to try and see where we can get the best bang for our buck,” she said.

Another segment of tourists Deines is keen to target are second time visitors to Montana. She said that tourists on their second trip to the state tend to look at “outlying areas” beyond the two national parks. She also said Office of Tourism statistics suggests the majority of tourists who come to Montana return.

“They’ve found that 72 percent of visitors to Montana come back,” Deines said.

As for the future of the CVB, Deines is working to put together a separate board to administer it under the auspices of the DCEDC. She is looking at creating a five-member board. 

The DCEDC board will have to give final approval to those selected to serve on the CVB board, Deines said.

Reach Jason Stuart at rrreporter@rangerreview.com.

Get the full story in the April 24, 2014 print issue of the Ranger-Review.
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