Visit Billings Launches a Mighty Big Campaign

Billings, Montana, a destination that has attracted the likes of Theodore Roosevelt, Calamity Jane, and Lewis and Clark, all of whom did mighty impressive things, has returned to its roots with a new marketing campaign.

In launching “Do Mighty Things” last fall, Visit Billings aims to take a big step forward by encouraging visitors to stretch their imaginations and itineraries.

Yes, the destination is near Little Bighorn Battlefield National Monument, Pompeys Pillar National Monument, and Yellowstone National Park. But Billings is much more than a pit stop, says Aly Eggart, executive director of Visit Billings.

“We are the ‘real Montana’ experience,” says Eggart. “Billings is where Montanans live, work and play.”

Visit Billings isn’t shy about revealing the destination is not a resort town, although it is a mecca for hikers, bikers and outdoor enthusiasts. Billings is the state’s biggest city and the largest destination within a 500-mile radius. There is a genuine downtown, complete with three restaurants run by James Beard Award-nominated chefs on a single block.

Changing Directions

Eggart says for all that there is to share about Billings, it became obvious its marketing efforts were ready for a refresh. The old slogan, “Montana’s Trailhead,” was a nod to the city’s outdoor amenities but did not tell the destination’s story as succinctly as the CVB wanted to.

The new campaign, executed in conjunction with marketing agency Sunshine & Bourbon, gets the point across right away. “Billings is a mighty city doing mighty things,” says Eggart.

To emphasize the point, the campaign launch was an immersive experience. Instead of a typical video reel reveal, the CVB and agency incorporated mountain bikers, hikers, musicians, and artists moving through the audience before the campaign video debuted.

Keith Ireland, executive creative director of Sunshine & Bourbon, says the cooperation between partners is responsible for the strong marketing push.

“This launch showcases not only the true spirit of Billings and its people, but also what’s possible when a client and agency are aligned around the curiosity, craft, and shared trust it takes to uncover and breathe life into that story in a way that remains true to the authentic nature and culture of Billings and Montana,” says Ireland. “It’s a moment we’re proud of — for a brand expression to be as vibrant and unforgettable as the destination itself, all because of our incredible partnership with Visit Billings.”

Big Experiences, Low Prices

Billings consistently outpunches its weight class, says Eggart, but it’s looking to move up a few notches. Eggart’s goal is to jump from 3 million tourists to 4 million in the next few years. So far, that seems attainable.

“Since September, we’re up year over year in hotel demand,” Eggart reports.

The CVB is targeting key air markets such as Chicago, Denver, Seattle, Minneapolis, Dallas, and Salt Lake City to expand national reach. Regional marketing focuses heavily on North Dakota, South Dakota, Wyoming, and rural Montana.

Once visitors arrive, Eggart is confident they will become return customers. Among the city’s most compelling traits is its affordability, a major factor in today’s economy. Hotel rates are around $100 per night during winter months, she notes.

“People come here and realize they can have a high-quality experience and a lot of variety without the price tag,” says Eggart.

Photo Credit: Visit Billings