Data-driven insights help put Downtown Missoula on destination map
The Downtown Missoula Partnership is tasked with the responsibility of promoting downtown Missoula, Montana, as a destination for entertainment, shopping, dining, lodging and commerce. Due to a wide-ranging slate of seasonal and audience specific-events, DMP partnered with LumenAd to create an adaptive and agile digital marketing campaign precisely targeting local and regional audience segments with timely and relevant ads across channels and devices.
LumenAd’s flexible, multi-layered advertising approach identifies relevant segment data from from a variety of premium 3rd party vendors to target applicable audiences with unique and timely creative across channels, devices and platforms.
Worked closely with advertisers and utilized segmentation data, or, creating different audience groups based on interests, gender, age and location, to pivot targeting and creative as needed.
LumenAd promoted River City Roots Festival to festival-goers in the region throughout the summer using geotargeting. Serving ads to geofenced attendees at Grand Targhee, Magic City Blues, Red Ants Pants, Pickathon, Northwest Folklife, etc.
Placed display ads on local Missoula sites, such as kpax.com and nbcmontana.com as well as large, national sites such as spotify.com, forbes.com and realtor.com.
Served up reminders to Missoula and surrounding area residents of the activities and promotions the DMP offers year-round. It is crucial to not just advertise when an event is happening; this increases top of mind awareness.