Effie Case Study: Montana is Ready for its Spotlight, Thank You

By Kiran Aditham 

As the folks at Bozeman, Montana-based agency MercuryCSC tell it, Alex Bogusky may have bit his tongue after initially saying, ““What am I going to do, move to Montana? I know there aren’t any good advertising jobs in Montana” when the former ad man was moving CP+B operations to Boulder. After Bogusky accepted an invite to Montana for a visit to MercuryCSC and met some of the creatives, the one-time chief creative insurgent recanted according to the folks in Bozeman.

Sure, some celebs may have their ranches/getaway spots in “Big Sky Country,” but the general perception among consumers, says Mercury, echoed that of Bogusky’s when it came to viewing Montana as a worthy travel destination. This was enough to inspire the agency to create the aptly titled “There’s Nothing Here” campaign, which capitalized on public opinion and showcased the state’s spacious landscapes. The end result, four years after Bogusky’s comments, is the first Effie for a domestic tourist destination since 2005.


Of course, whether this translates into Gold, Silver or Bronze won’t be determined until tomorrow night, as MercuryCSC will have to battle it out with Travelocity’s Roaming Gnome and Homeaway.com/The Griswolds. Whether the Bozeman shop’s nominated effort will truly impact the ad scene in Montana is yet to be determined, but MercuryCSC has reported that “There’s Nothing Here” at least helped boost hotel occupancy rates and grew tourism by $424 million last year.