The Montana Office of Tourism and Business Development wanted to drive awareness of Montana as a winter vacation destination. They selected Pandora's Sponsored Listening, a reward-based media solution that offers listeners one hour of uninterrupted listening, in exchange for active attention and brand engagement. This advertiser wanted to capture the choice, time and attention of adults 25-54 to deliver their winter tourism messaging "It's Time" to engaged adult listeners and winter sport enthusiasts. Within the Sponsored Listening session, the Montana Office of Tourism and Business Development had 100% share of voice, which fostered an intimate connection between the brand and the listener.

• 26% Lift in Ad Awareness among Adults 25-54
• +347% Lift in Ad Message Association among Adults 25-54
• +144% Lift in Ad Awareness among winter sport participants
• 27% of winter sport participants intend to visit Montana in the next 12 months