Butte, Montana selected DCI to rebrand its destination.
Located between Yellowstone to Glacier National Park, Butte, Montana, needed a revitalized tourism brand to encourage people to explore its landscape, history and other assets. DCI created a brand identity that leaned into both its remarkable history and its untamed natural assets.
Little compares to Butte Montana’s tourism offerings like National Historic Landmark District with its jaw-dropping architectural heritage and vestiges of its bygone copper mining days. Embraced by the Rockies’ Continental Divide, the high alpine landscape is equally spectacular. The problem? A lack of brand messaging left Butte as a place to gas up on the way to other tourism destinations like Yellowstone and Glacier National Park. It needed destination marketing and place branding help.
Through a series of target market focus groups, interviews and in-destination immersion tour exploring all Butte had to offer visitors, DCI determined that Butte needed a destination branding marketing strategy that was true to the city’s mining roots as the “richest hill on earth” where copper kings made fortunes and hard-working immigrants converged. A new branding strategy positioned its uniqueness as a standalone destination with outdoor recreation as a selling point.
tourism slogan developed for rebranded Butte, Montana, tourism.
Iconic Brand Mark
inspired by copper mining tools and sage mountains.
Powerful Brand Activation
of PR strategy and ads built awareness for Wildly Historic Butte.