Montana's Red Lodge, Cooke City, launching $250,000 promotional campaign

By: Associated Press - | Saturday, February 10, 2007 7:57 PM PST ∞

RED LODGE, Mont. -- The late Charles Kuralt called Montana's Beartooth Highway the "most beautiful roadway in America." It climbs to almost 11,000 feet, and connects Red Lodge to Cooke City and the northeast entrance to Yellowstone National Park.

Depending on where you live, you may be hearing more about the Beartooth Highway this spring.

The towns of Red Lodge and Cooke City plan a $250,000 advertising campaign to promote the communities and the scenic Beartooth Highway that connects them.

The campaign is being funded by a U.S. Department of Housing and Urban Development grant provided after devastating mudslides forced closure of the Beartooth Highway during the 2005 summer tourism season.

The campaign kicks off in March with magazine advertisements targeting tourists from Minnesota and North Dakota.

Radio, television and billboard advertising also is planned, along with promotional programs at trade shows and on the Internet, organizers say.

"A lot of what we're trying to do is target the off-peak times of the year," said Marcella Manuel, a member of the Red Lodge committee set up to devise the marketing strategy. "Businesses are plenty busy in July. We're trying to work on the shoulder seasons -- fall and spring."

Some businesses in the two towns saw 30 percent declines in their 2005 summer earnings when the mudslides closed the road. Based on its resort-tax collections, the city of Red Lodge alone saw a $10,000 drop in revenue during the summer of 2005.

For details on visiting the area, go to http://www.myredlodgestyle.com or http://www.mycookecitystyle.com.

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