CASE STUDY
KALISPELL CONVENTION & VISITOR BUREAU
Flathead Beacon Productions partnered with the Kalispell Convention & Visitor Bureau to manage strategy, content curation, implementation and reporting of all social media channels for the “Discover Kalispell” brand on Facebook, Instagram, Twitter, YouTube and Periscope. This includes in-depth reporting, social media advertising efforts, targeting, strategy and implementation.
Using best practices and original content with video, photos and unique user content, Flathead Beacon Productions is able to speak with the quirky voice of the brand, showcase the entire valley’s best available resources, features, and perks, proving that coming to Kalispell is a “Discovery in Every Direction.”
FBP works closely with the management team to:
- Live-stream events brought to the area by the KCVB
- Write content copy and consult on the annual visitor guide
- Implement paid search for special event promotion, e.g. the Montana Dragon Boat Festival
- Create and implement key regional partnerships and coordinate marketing efforts between the team of organizations invested in growing and nurturing Western Montana tourism
ORIGINAL CONTENT CREATION
Flathead Beacon Productions is uniquely positioned in the Flathead Valley to take advantage of extensive access to a wealth of original content sources. Combining partnerships fostered by the marketing division, and community access through the Flathead Beacon newsroom and Flathead Living editorial staff, we generate highly engaging and relevant creative content.
The following examples serve to illustrate the variety of content produced by marketing partnerships, editorial assignments, and through the FBP team’s personal pursuits. We are a collective group that lives and breathes the Glacier Country lifestyle, and can speak with an authentic voice about the culture and community of Western Montana.
ROAD TRIP CAMPAIGN
INSPIRATION
2016 is going to be a great year for the Summer road trip: gas is cheap, the National Park Service is celebrating its 100th birthday, and the TSA is warning everyone how bad airport lines are going to be during the height of travel season.
CREATIVE CONTENT
We created a custom cinemegraph for this campaign. A cinemagraph is a composition that combines full motion video with a still image. The effect is eye-catching and engaging, recent studies show that cinemagraphs increase organic reach, ad recall, click through rates, and brand favorability.
This cinemagraph combined a panoramic still image of Flathead Lake, a rear view mirror stock photo, and a time-lapse shot on Main Street in Downtown Kalispell.
TARGETING AND BUDGET
The campaign is currently running, with a max budget of $500, with approximately $200 spent so far. Targeted audience includes the wider drive market, all bordering states and provinces, plus Utah, Washington, and Colorado. Demographics included people age 25+ with interestes in a variety of outdoor activities, and people who have liked on Facebook one of the Western US National Parks. Most of Western Montana, including Missoula and the Flathead Valley was specifically excluded.
RESULTS
The campaign is still running, with approximately $200 spent so far. Ad placements include Instagram, and Facebook Mobile and Desktop feed. Current results are:
Total reach 28,329 people
Clicks 263
Desktop feed 3,955 reach/230 clicks
Instagram 4,819 reach/230 clicks
SUMMARY
Flathead Beacon Production’s partnership with the Kalispell Convention & Visitor Bureau demonstrates our ability and skill set to thrive in the marketing of destination tourism, particularly in Northwest Montana. We excel at producing high-level creative content, with an authentic voice and brand message, finding innovative ways to connect with fans, out-of-market and in-market.
