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Missoula Downtown Partnership

Case Study: Downtown Missoula Partnership

Data-driven insights help put Downtown Missoula on destination map

The Challenge

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.

The Solution

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.

Flexible Campaigns

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.

Contextual Targeting

Placed display ads on local Missoula sites, such as and as well as large, national sites such as, and

Timeline Development

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.


Increased the number of engaged sessions driven from display channel ads by 93%


Average time on site for this campaign was 40% higher than site average