Eddie Bauer's Web site and fall catalog, slated to reach 2.5 million homes across the country by Sunday, are filled with images of the Blackfoot Valley's open vistas, rivers and rolling terrain.
Windows and displays in Eddie Bauer's national stores, which change Wednesday, will also sport the landscapes.
While the main purpose of the campaign is selling clothing, sharp-eyed catalog browsers may recognize rivers and ridgelines of the Blackfoot Valley.
There's a boon for Montana tourism, too, as the images portray the state as a destination for the adventuresome.
“I think it's huge,” said Christine Oschell, interim director of the Institute for Tourism and Recreation Research at the University of Montana.
She said the images show Montana's vast landscapes and help differentiate the Big Sky State from Colorado and other neighboring states.
“It shows the big open sky and simplicity here, and I think that is what people are looking for in Montana,” she said. “But we can't necessarily deliver everything people see in this video.”
Some of the Greenough resort's wranglers appear in the catalog, with their bushy beards and cowboy hats. Models climbing to Lookout Rock, fishing and jumping out of a four-wheel-drive vehicle capture playtime in Montana.
This is the first time Eddie Bauer has devoted a catalog to one destination, said Anita Woo, a spokeswoman for the company based in Bellevue, Wash.
“We're looking for places that inspire each season's collection,” Woo said. “Montana and Paws Up was perfect because it fit our rugged, outdoor sensibility.”
She said the retailer did significant research before it selected Paws Up - rather than another Montana lodge - because of its “premium” nature.
John Romfo, a spokesman for the 37,000-acre resort, said the clothing company approached Paws Up with the idea.
“Eddie Bauer is showcasing a destination that ties in with their clothing,” he said. “Paws Up is so adventure-focused that it is a great pairing.”
The Paws Up logo, as well as images of its tent camps and stables, also appear on the Web, in stores and throughout the catalog.
Romfo said two crews of about 15 people each - including photographers, models, stylists and others - shot the photos during a 10-day stay.
He declined to disclose how much Eddie Bauer paid for its crews to stay at the resort. And he said the retailer's clothing currently is not sold at the resort's store.
Eddie Bauer's Web site lists the destination as “inspired by The Last Best Place” in language above the Paws Up logo.
In 2002, Las Vegas businessman and Paws Up owner David Lipson attempted to trademark the phrase for his exclusive use at the resort.
He does hold the trademark to the phrase Last Best Place Catalog and for its use for bottled water. Between 2001 and 2004, he reportedly filed eight additional applications to trademark the slogan for a variety of goods and services.
Romfo declined to comment on pending litigation on those filings.
U.S. Sen. Max Baucus, D-Mont., and Rep. Denny Rehberg, R-Mont., have taken action to prevent exclusive use of the phrase.
Spokeswoman Sara Kuban said Baucus has been working to keep the phrase from being trademarked so no one company or individual makes a profit off the slogan.
“Max wants to make sure than anyone who wants to use the phrase can - whether it's on a brochure, in a magazine, in casual conversation or on a Web site,” Kuban said. “Max has been successful in keeping ‘Last Best Place' from being trademarked and he's going to keep working to ensure it stays that way.”
Woo said she learned of the controversy over the phrase this week. She said she believes the resort suggested its use for the cross-marketing campaign, while Romfo from Paws Up said it was the retailer's decision.
Eddie Bauer's literature lists the resort's fly-fishing, hiking and horseback-riding activities.
From a Montana tourism perspective, Oschell said she hopes visitors are aware of the safety and environmental issues associated with outdoor recreation, too.
“We are trying to market to the geo-tourist who is not just interested in coming for a destination for thrills, but is more interested in taking care of the land,” she said. “But the Jeep thing is a bit much.”
Reporter Pamela J. Podger can be reached at 523-5241 or at pamela.podger@missoulian.com.
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