Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Brands

News

Montana: There's Nothing Here

New advertising campaign highlights best the state has to offer

Get full access to Outside Learn, our online education hub featuring in-depth fitness, nutrition, and adventure courses and more than 2,000 instructional videos when you sign up for Outside+ Sign up for Outside+ today.

If you’re looking for the perfect vacation destination this summer, look no further than Montana. The state has lots to offer travelers—a whole lot of nothing.

In a new campaign, Montana boasts their state’s highlights with magazine ads emblazoned with the words, “There’s nothing here.” Paired with images of Yellowstone and Glacier national parks, the ads showcase the wide open expanses and lack of commercialization that make it the perfect vacation hotspot.

Bragging about nothing is a pretty bold move, especially considering the ads of other states that depend on outdoor recreation. Some tout a different state of mind like Utah’s “Life elevated” or Wyoming’s “Forever West.” Other’s urge you to visit like California’s “Find yourself here” and “Let’s talk Colorado.” Some states, like Arizona’s “Grand Canyon state,” are more clear as to what they offer.

Taking this last approach, Montana lays out their best card and hope it’s enough to drive their tourism industry. Do the ads do an injustice to everything Montana offers or highlight the best part of big sky country? Let us know what you think of their attempt to capitalize on nothing in the comments section below and check out some great hikes the state offers here.

—Morgan Keys

New state advertising campaign will ‘stop you in your tracks,’ but slogan still elusive (Great Falls Tribune)

Image credit: norrisbaby