Montana Ranch
Montana Ranch is an actual cattle ranch near Bozeman, Montana, which is being subdivided into generous acreages. Many of the parcels are adjacent to Ted Turner’s phenomenal “Flying B Ranch,” and virtually all of them have spectacular views of the nearby Rocky Mountains and Gallatin Valley.
The target audience was an elite, high-income niche market that, at the time, was still reeling from the tech crash and the fall of the stock market. The marketing challenges: how do you convince hesitant investors to buy vacation property in Montana, while at the same time seperate yourself from the pack, when the pack is all alpha males? Advertising was placed in specific premier, upscale publications to entice and appeal to the egos and sense of entitlement of its audience.
It worked. When other developments of this scale were losing ground and money, Montana Ranch was able to generate interest and make sales that far exceeded their expectations.
