PIERRE, S.D. – As the peak tourism season draws to a close, Department of Tourism officials have already begun advertising to their next set of potential travelers.
Known as the “shoulder” season, the fall months have grown in popularity in recent years as a prime time to travel, especially for travelers with no children in school. The Department of Tourism begins messaging in mid-August to two distinct groups of travelers:
1. Leisure travelers in the 55+ age range
a. Leisure messaging targets travelers in Des Moines, Iowa; Minneapolis, Minn.; Kansas City, Mo; and Omaha, Neb. The media mix includes television, magazine, newspaper and digital marketing.
2. Pheasant hunters and outdoorsmen
a. Outdoors messaging targets Pheasants Forever members, and gains a national reach through cable advertising on the Outdoor Channel, Pursuit Channel and Sportsman Channel. Online outreach includes geo-targeted banners and e-newsletters.
Both the leisure and outdoors paid adverti