GREAT FALLS, Mont. - Montana's summer tourism promotion invites would-be visitors to "Discover Your Montana Moment."
The campaign's goal is to raise nationwide awareness of Montana as a tourism destination, but will focus its ads on residents of nearby states.
The campaign features images by Montana photographers. It also hired "influencers" with active social media followings to visit the state and post pictures with the hashtag #MontanaMoment. Others are encouraged to do the same.
The campaign is being run by the Milwaukee-based firm Hoffman York. The Commerce Department was criticized for awarding the $7 million contract to an out-of-state firm last year. Hoffman York announced Wednesday that it will open an office in Helena on May 1.