Increase tourism. That’s the Montana Office of Tourism’s goal every year. To do that, MERCURYcsc went after it’s target audience, the Geotraveler—the traveler interested in unique, authentic, and less generic experiences. Building on insights we already knew from our target audience, we developed the campaign concept of “The Sky’s the Limit”, with a core content strategy of creating, distributing and promoting character-driven stories that showcase Montana as the hero. Content was built around a diverse set of characters that became “Montana Ambassadors.” The team researched and sourced real-life quests that proved the potential of “The Sky’s the Limit” in Montana. Working with a best-in-class video production team, each storyline was produced as a 4-5 minute episode, along with coordinating :15 and :30 video cutdowns. Along with videos, we produced national print and digital partners from previous years, such as National Geographic and Outside. Working with the team, I helped create and produce all the digital and print ads that went with this campaign.