Montana Brand Book 2: Activation (DRAFT) - Montana Office of ...

copy standards:
The Montana Brand is not everything to everyone, nor should it be.
It is true to itself and never aspires to be something it’s not. This place prides itself on authentic
locales, real experiences and unpredictable moments. It never assimilates to its neighbors and
their abundance of five-star hotels, shopping malls, nightlife and theme parks.
Montana doesn’t need to oversell itself on people by relying on the same hackneyed jargon as
so many places. People are attracted to it for what it offers them—memorable vacations that are
anything but generic, mass-produced or predictable. Montana has nothing but everything you could
ever want. And the people who visit here again and again wouldn’t have it any other way.
WRITING/AD COPY
Copy should always be simple and conversational. The voice is honest, authentic and inviting, not flashy
and overstated. Readers should feel as if together, with a local, they are discovering everything that
makes Montana unique. The tone should have a quiet, unassuming confidence about it that is never
boastful, and engages the audience with its intelligence and insight.
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