When Glacier National Park was packed all summer long and battling the impacts of over-tourism, Glacier Country Montana Tourism didn’t want to attract more visitors—they wanted to educate the ones coming in droves. To do this, in a fun and impactful way, they asked HoneyTrek to use their expertise in storytelling, camping, road-tripping, and sustainable travel to create a #RecreateResponsibly campaign that would lead visitors to lesser-traveled destinations and leave them better than they found them. Over the course of 12 days, HoneyTrek traveled from the Bitterroot Mountains to the far north of Kootenai Country, through three national forests, dynamic Native American territories, charming small towns, the biggest freshwater lake in the West, and a bunch more in between. Weaving Leave No Trace principles into their daily adventures, they organically showed how fun and easy Recreating Responsibly could be. Their campaign reached 570,009 people with 33,781 positive engagements furthering the dialog on sustainability and a love of Western Montana.
Below is a sampling of the 164 pieces of content we created for Glacier Country Tourism across HoneyTrek’s website and social media platforms.
HoneyTrek Blog Feature
In 3,500 words and 56 photos, HoneyTrek created a comprehensive guide to road-tripping Western Montana in a fun and responsible way. Sharing practical advice, interesting anecdotes, and heartfelt stories from their wanderings, this blog serves as an evergreen resource for anyone curious about Glacier Country, Montana. In the first three months, the blog has received 24,270 viewers, and with HoneyTrek’s domain authority of 53, it will continue to reach travelers for years to come.
Social Media Storytelling
From photo galleries to videos, here is a sampling of our Glacier Country social media content across Instagram, Facebook, and Twitter. Using the #RecreateResponsibly and #GlacierCountry hashtags and tagging related partners, HoneyTrek further extended the reach and engagement of each post.
TikTok
Tapping into the TikTok craze, HoneyTrek crafted a series of posts with creative graphics, typography, music, and effects. See all 10 posts for Glacier Country on the HoneyTrek TikTok channel.
Instagram Stories
Going above and beyond the proposed 30 Instagram Stories, HoneyTrek created 67 pieces of multi-media content on this platform, with Facebook syndication. HoneyTrek’s video and photography, adorned with stylized captions, animated graphics, and drawings, prompted 81,778 views and 2,934 interactions across both IG & FB. Rather than let the posts (seen below) disappear after 24 hours, HoneyTrek created this Glacier Country Highlight Reel which will remain live on their Instagram wall, for anyone curious about their Western Montana adventures and #RecreateResponsibly.
YouTube Video
The International Chainsaw Carving Championship in Libby, Montana is a true spectacular, yet it didn’t get media attention or have much online presence. HoneyTrek attended this live art event for two days to capture the carvers at work, the evolution of their masterpieces, and the energy of the fans. To capitalize on the uniqueness of such an event and this untapped SEO opportunity, HoneyTrek created a YouTube video about The Clash of the Carvers and cross-posted to Facebook to give the event the exposure it deserves, totaling 39,205 views and lots of love from locals and chainsaw-carving enthusiasts, old and new.
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Content for GlacierMT’s Website & Social Channels
In addition to creating content for the HoneyTrek audience, the Howards produced articles, photography, and social media for the Glacier Country media outlets and channels. This came in three forms:
- A 2,000-word article, “How to Boondock Like a Pro: The Glacier Country Guide to Free Camping” for the GlacierMT blog.
- Instagram LIVE on Glacier Country’s IG page with HoneyTrek as their guest, talking about their experiences and tips to #RecreateResponsibly. It will take place in the spring of 2022 for similar reasons.
- 5 photographs with usage rights for Glacier Country’s marketing purposes. HoneyTrek photos are valued at ~$200 each.
HoneyTrek Gives Back
For every editorial and marketing campaign that HoneTrek executes, the Howards promote, personally volunteer, and donate 5% of gross revenue to nonprofits that benefit the regions and communities they visit. In Glacier Country, they helped the following organizations: Clark Fork Coalition, Ross Creek Cedars, and RecreateResponsibly.org, by donating $350 to these causes, driving awareness via social media promotion, and volunteering with Kootenai Forest Service doing trash cleanup and trail maintenance. HoneyTrek hopes to set an example for influencers, tourism boards, and travelers alike to make giving back a part of any well-rounded trip.
“I cannot express enough how thrilled I am with our partnership. You guys NAILED it.” –Lucy Beighle, Director of Communications, Glacier Country
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To access the full metrics from our Glacier Country Montana editorial and marketing campaign, email Partnerships@HoneyTrek.com