Our Brand

In FY 2024, Western Montana's Glacier Country went through a rebrand process. The main goal of our new brand is to ensure our brand is current and representative of who we are now and who we aspire to be. Like many destination organizations, we have evolved – even moving beyond our efforts of destination stewardship to destination leadership. At the rate of this evolution, we must have a brand that will keep pace and evolve as we do without going through this process again in the next couple of years. We looked at the rebrand as an opportunity to take a fresh look at ourselves and create a brand that clearly emulates who we are now and who we aspire to be.

Our four brand pillars are what makes us tick, deeply woven into our love for keeping Western Montana’s Glacier Country as special as it is. Our stories are drenched in the grandeur, vibrance and adventurous spirit that our unique geography inspires. We welcome visitors, but there’s more to it. We’re big on looking after our postcard-perfect backyard, making sure every bit of its magic is there for future generations to discover. These brand pillars showcase what makes our region special and how we connect on a human level. They serve to help focus and guide our messaging to our audiences.  

Enrich Community. Enhance Connection.

Western Montana’s vibrant communities, local events and travel corridors are the heart and soul of our region, and they create real, lasting connections for the people who live here and for those who visit. By making sure everyone who comes into our corner of Montana feels welcome, we’re building a place where community spirit and individual expression are valued. It’s about more than just feeling good; it’s about doing good—for Montana, for our quality of life and for our local economy. Our brand echoes the soul of Western Montana and the connections we make, fostering a sense of belonging that transcends boundaries.

Celebrate Diversity. Encourage Inclusivity.

Our brand celebrates diversity. Diversity in landscapes, communities, people and cultures. We recognize each as a vital part of our history and our future. Western Montana’s Glacier Country sits on the traditional, ancestral territory of the Amskapi Piikani, Ksanka, Séliš, and Qlispé people. We honor the deep traditions of the Blackfeet Indian Tribe and the Salish and Kootenai Tribes, and the rich tapestry of art, music, dance, storytelling, adventure, industry and leisure they provide today. Our commitment is to inclusivity, ensuring voices from all walks of life are heard and valued as we build a respectful and unified future together.

Seek Adventure. Sustain Nature.

Western Montana’s four distinct seasons provide year-round adventures. By understanding our communities’ unique offerings and seasonal capacity, we can customize marketing efforts and audiences to best serve the communities’ and the region’s goals. We seek to attract visitors who share our love for the outdoors, our hunger for new experiences and our devotion to protecting this unforgettable place. We provide inspiration, information and education to empower visitors and residents to be guardians of Western Montana and its delicate ecosystem.

Champion Stewardship. Foster Partnerships.

As stewards of the iconic landscapes that define Western Montana, we take immense pride in preserving these incredible treasures, like Glacier National Park and Flathead Lake. We are also committed stewards of the visitor experience, providing awe-inspiring moments and life-changing connections while sustaining our way of life and preserving our sense of place. Our unwavering commitment to leadership, partnership and preservation serves as our guiding inspiration, ensuring that these invaluable treasures are safeguarded, in their purest form, for future generations to enjoy.