Sunday, May 18, 2025
Montana’s bold new branding campaign was unveiled to celebrate and showcase the state’s authentic way of life, reflecting its unique culture, vast natural landscapes, and strong community values. Developed through extensive research involving residents, visitors, and tribal leaders, the refreshed brand aims to deepen the connection between Montana and those who experience it, positioning the state not just as a travel destination but as a lifestyle that embraces authenticity, adventure, and heritage. This strategic update is designed to boost tourism, enhance business attraction, and support regional growth by highlighting the genuine Montana spirit that residents proudly share with the world.
Montana Unveils Bold New Branding Campaign to Celebrate Its Authentic Way of Life
Governor Greg Gianforte, together with the Montana Department of Commerce, officially launched the state’s refreshed branding campaign during the celebrated Bucking Horse Sale event in Miles City on a recent Friday. This significant unveiling marks Montana’s first major brand update in sixteen years, signaling a new chapter in how the state presents itself to the world. The initiative aims to reinvigorate Montana’s identity by blending modern design with a deep appreciation for its unique culture, natural beauty, and lifestyle.
At the heart of this campaign is a completely redesigned logo that brings a fresh yet timeless look to Montana’s visual identity. Accompanying the logo is a vibrant color palette carefully inspired by the state’s diverse landscapes—from rugged mountains and vast plains to shimmering lakes and expansive skies. Complementing these visual elements is an overhauled official state website designed to provide a user-friendly platform for tourism promotion, trade development, and business attraction efforts. Together, these elements create a cohesive brand that will be the foundation of Montana’s marketing efforts across various sectors.
An essential component of the campaign’s success is the collaborative framework between the Montana Department of Commerce and its regional tourism partners. Swenson’s organization is one of six such partners working closely with the department. These partners play a critical role in distributing funds generated through Montana’s lodging tax, which supports local marketing initiatives, enhances state parks, and preserves historical sites. While the new campaign’s full impact will become clearer with time, Swenson expresses strong optimism that this refreshed branding will stimulate increased tourism activity and generate broader economic benefits for communities throughout Montana.
The campaign’s reach extends far beyond promoting the well-known national parks Montana is famous for. It also highlights the state’s lesser-known treasures, including state parks, cultural sites, and regional attractions that offer visitors a more diverse and authentic experience. By broadening the scope of what Montana has to offer, the campaign seeks to invite travelers to explore the state’s many facets and discover hidden gems that contribute to its rich character.
What truly sets this campaign apart is the emphasis on authenticity, which was central to its development process. More than sixteen hundred voices were engaged during the research phase—including local residents, out-of-state visitors, tribal leaders, and community representatives. This inclusive approach ensured the brand genuinely reflects the values, traditions, and stories of those who live in and visit Montana. It moves beyond clichés and stereotypes, portraying a nuanced and heartfelt image of what life in Montana is really like.
In a creative and engaging rollout, the campaign will hit the road throughout the summer aboard a vintage 1968 Chevrolet C-10 truck, painted with the new logo and campaign visuals. This traveling showcase is designed to connect directly with Montanans and visitors alike, making stops at popular gatherings such as the Livingston Farmers Market, the Missoula Summer MADE Fair, and the Governor’s Cup Walleye Tournament in Glasgow. By bringing the brand to life in person, the campaign fosters community pride and encourages active participation in sharing Montana’s story.
Importantly, this new brand does more than promote Montana as a mere travel destination. It encapsulates a way of life deeply ingrained in the state’s identity—one marked by connection to nature, resilience, community, and a genuine welcome to visitors. Montanans are proud custodians of their land and culture, and the campaign invites others to experience that spirit firsthand. It positions Montana as a place where people don’t just visit, but where they can find a sense of belonging and authenticity.
The timing of this brand refresh is especially significant. The travel and tourism industry is undergoing rapid changes globally, with travelers increasingly seeking meaningful, immersive experiences over generic sightseeing. Montana’s campaign taps into this trend by offering a brand that promises more than just picturesque landscapes—it promises an experience rooted in genuine local culture and lifestyle. By focusing on what makes Montana unique, the state aims to stand out in a competitive travel market and appeal to those looking for real connections and memorable adventures.
From an economic perspective, the campaign aligns with Montana’s broader goals of diversifying its economy and attracting sustainable growth. Tourism has long been a vital pillar, but expanding business opportunities through trade and exports is also critical. The unified brand supports these ambitions by presenting Montana as a dynamic, welcoming state ready to engage with global markets and attract innovative enterprises. This integrated approach ensures the state’s image is consistent and compelling, whether reaching tourists, investors, or trade partners.
Montana’s new branding campaign celebrates the state’s authentic lifestyle and natural beauty, aiming to boost tourism and economic growth. It captures the true spirit of Montana, inviting visitors to experience more than just a destination.
The partnership model used to implement the campaign demonstrates Montana’s commitment to local involvement and regional empowerment. By channeling lodging tax revenues into collaborative marketing and preservation efforts, Montana ensures that the benefits of tourism growth are shared across communities. This thoughtful approach helps protect natural and cultural assets while encouraging economic vitality, creating a win-win scenario for residents and visitors alike.
