Visit Big Sky
It’s Peak Season in Big Sky
Big Sky, Montana, is a mountain resort town that’s an under-the-radar favorite among snow sport enthusiasts and celebrities. Thrilled with a growing number of winter guests, Visit Big Sky wanted to introduce more people to its activities and attractions in other seasons. We helped pique visitor interest with a visually captivating digital ad campaign.
GUIDING THOUGHT
For mountain destinations, the biggest opportunity often lies between the peak seasons. Spring and fall offer space to slow down, explore deeper and experience a place more fully — without the crowds. By reframing Big Sky as both a shoulder-season retreat and a natural basecamp for Yellowstone, local businesses can extend demand, balance visitation and invite travelers to linger longer.
Fewer Words. More Eye Candy
We chose postcard-worthy images to create a rotating carousel for digital ads. The mix of outdoor activities and relaxing moments revealed the range of daily activities visitors enjoy in Big Sky, from fishing to rafting.
The ads were distributed through a geolocation marketing platform, reaching past visitors and those likely to visit. We included people in drive markets and fly-in cities such as Minneapolis, Salt Lake City, Denver, Atlanta and Dallas. The campaign launched right before the holidays, when families are discussing the next year’s travel plans during turkey dinner and wreath-making.
A Reason for Every Season
Visit Big Sky gave us the keys to their image library, which included year-round photos and pre-approved user-generated content. “It’s Peak Season for _______” was the bold, consistent headline above each image in the ad carousel.
Quick-read headers like “It’s Peak Season for Fishing” and “It’s Peak Season for Adventure” gave viewers more time to imagine themselves in the featured setting. We chose fonts and design elements to match Visit Big Sky’s existing website and brand guide, extending the destination’s brand awareness.
Results: Hooked
