MISSOULA, Mont.–A series of billboards from a credit union here that appear to have been written as a personal note are “turning heads.”
In late 2025, Missoulians started seeing billboards that were handwritten, specific, and “oddly charming, from someone new in town trying to make friends,” Whitefish Credit Union said. At the bottom if the billboards was the URL: newtomissoula.com.
“It felt more like a flyer you’d find on a coffee shop bulletin board, except it was up on billboards across town,” said Whitefish CU. “People took photos. Group chats lit up. Social feeds did what they do. They shared it, joked about it, and in plenty of cases, genuinely rooted for the guy on the billboard. Because the guy was real.”
Whitefish said that guy on the billboard was Ryan Nong, a recent Missoula transplant and community development officer with the credit union, which was also new to town, opening its first branch outside the Flathead Lake region The microsite expanded on the idea and listed grand opening events where locals could meet Ryan and get practical intel on hiking, fishing, and biking around Missoula, according to Whitefish CU.
‘Definitely Turned Heads’
“The billboards definitely turned heads,” said Nong in a statement. “People come up to me at community meetings, restaurants, even the DMV. I didn’t expect any of that.”
The $2.1-billion Whitefish Credit Union reported that the branch opening and launch effort generated strong community engagement and business impact, including $20 million in new deposits.
‘It’s About Showing Up’
“This campaign was never about flashy marketing. It was about showing up,” SVP-Marketing Josh Wilson said in a statement. “Missoula is a tight-knit community. We wanted to make a real introduction, not just hang a banner. Seeing people engage, laugh, and connect with Ryan, that’s the kind of marketing that makes a difference.”
The work was developed in partnership with Up To Something, a billboard-focused creative studio, WCU said.
Whitefish CU’s microsite, below.
