Montana Backroads
For the past couple of months I have noticed a billboard that I think is brillant. Why is it brillant? Because it is simple, engaging, and to the point, plus, you get the message driving by at 65 mph, okay 75 mph. This billboard is Montana’s Backroads.
I unfortunetaly don’t have an image of the billboard but it is as simple as a beautiful image of the back county with the text, “backroadsmontana.com” on it. That is it. Far to often, companies think they have to cram so much information on a billboard to get their message across when in reality, the opposite is true. The message of this billboard goes beyond the url, although, you know exactly what they want you to do–type in backroadsmontana.com and visit the site (which is also beautiful). The message is left open to inturpretation, escape, explore, having fun, see nature, what ever it turns out to be. Regardless of what you get from it, you want to visit the site.
As I also mentioned, the website is also beautiful, you go there and instantly know you are in the right spot. There is plenty of information and it is organized very well. There are also videos and maps you can download for the different areas.
The firm that did the marketing and design, and also convinced the Montana Office of Tourism to do this, gets an “A” from me. I hope it is successful for them and when you are out driving, try to notice the billboards and check out the website, www.backroadsmontana.com.
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