Visit Billings, the official destination leadership organization for Montana’s largest city, has launched a new brand identity along with a complete refresh of the destination’s tourism website. The new brand platform, Do Mighty Things, is designed to capture the spirit of adventure, community and discovery that define Billings.
In Billings, the natural world and modern city life intersect, creating a place where travelers and locals alike can slow down, reconnect and experience both discovery and comfort. Do Mighty Things embodies the essence of Billings’ wide-open spirit and the resilience of its people. It’s a call to set aside the complications of everyday life and return to something more meaningful. At its core, the brand affirms the goodness in life: the belief that rewards come from effort, that optimism fuels progress and that “can’t” simply isn’t in the Montana vocabulary.
As a destination, Billings stands apart with its authentic Western character, deep heritage and access to epic natural encounters framed by the iconic sandstone Rimrocks surrounding the city. It is a city born from big dreams and bold ambition, where go-getters forged their own paths and inspired others to follow. Today, Billings carries that same grit and heart, offering visitors a chance to experience delight, surprise, and adventure under big skies.
The new website showcases the diverse ways Billings treats leisure and business travelers to big Montana experiences, allowing visitors to browse content based on their personal interests. Whether traveling for outdoor adventure, culinary experiences, cultural discovery, family fun or even a shopping-centered getaway, visitors can find travel and inspiration itineraries that streamline the planning process.
“Billings is a place where visitors can truly do mighty things,” said Alyson Eggart, Executive Director of Visit Billings. “Our new brand identity showcases not only the breathtaking landscapes and opportunities for exploration but also the warmth of our community and the spirit of innovation that drives this city forward.”
By elevating Billings’ profile in key regional and national markets, Visit Billings aims to attract more visitors, increase overnight stays and strengthen the local economy through expanded tourism and event opportunities. On average, Billings hosts 2.6M visitors annually who travel to the city for business demands, medical needs and leisure offerings. This includes vacations, weekend getaways, meetings, conferences, appointments, sports events, tours and more.
The newly developed brand is in part the product of a years-long research study, including interviews with a cross-section of local stakeholders representative of the tourism industry in Billings, more than 32 virtual and in-person focus groups and digital surveys of recent visitors.
The rollout of Do Mighty Things includes an updated logo, refreshed messaging and integrated campaigns across digital, print and experiential platforms.
For more information and a look at the new brand identity, visit www.visitbillings.com.
