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Special Project

Special Project
From the 16th Annual Shorty Awards

Visit Montana Yellowstone National Park Flood Response

Entered in Real Time Response



In June 2022, catastrophic flooding damaged Yellowstone National Park’s (YNP) iconic entrance outside of Gardiner, MT, having a detrimental effect on the heart of the tourism economy in the Park and surrounding ‘gateway communities’. Hoffman York (HY) worked with Visit Montana to develop and execute an emergency marketing and communications plan that ran in two key phases from July 2022 – February 2023 to inform both in-state and out-of-state tourists on the latest information and offerings.  

Insights & Analysis:

The HY team used secondary online research and conversations with Visit Montana, locals and officials to identify key insights that would help guide the planning process and classify the campaign goals, audiences and objectives.




Strategy and Execution

Phase 1 Strategy:

Phase 1 Execution:

HY created a high-awareness plan to educate our identified audiences on the latest updates in the region through the following tactics:

Phase 2 Strategy:

To create national buzz, HY implemented a high-awareness tactic by partnering with a national daytime talk show and A-list celebrity, Drew Barrymore. Drew visited Montana to show viewers first-hand the communities are open for business.

Phase 2 Execution:

We highlighted offerings in communities immediately surrounding the Park to drive excitement and interest to come to Montana. Drew and her team visited Livingston and West Yellowstone to film two different segments that would air in one episode of her show.

The segments were also shared to The Drew Barrymore Show website and social pages. Additionally, we worked with Drew to highlight behind-the-scenes moments on her personal Instagram page of over 17 million followers.


Phase 1 Results:

The campaign was a huge success and generated over 860.2MM potential impressions.

Phase 2 Results:

The campaign drove over 6x more impressions and engagements per post than the show’s average on Facebook and Instagram. It drove positive sentiment with comments to the posts mentioning how people wanted to visit Montana. In total, the program generated:


Video for Visit Montana Yellowstone National Park Flood Response

Entrant Company / Organization Name

Hoffman York, Visit Montana


Entry Credits