South Dakota Tourism Launches Marketing Campaign
PIERRE, S.D. – The South Dakota Office of Tourism has kicked off its peak season advertising campaign which features a renewed emphasis on South Dakota’s slogan, Great Faces. Great Places. The campaign is designed to showcase the diversity of the state’s tourism offerings and spotlight travel packages.
“I am extremely excited about this year’s peak season marketing efforts,” said James Hagen, secretary of the Department of Tourism and State Development. “We are telling the South Dakota story to millions of potential travelers which will help us reach the 2010 Initiative goal of doubling visitor spending to $1.2 billion and keep us competitive with other destinations.”
Newspaper and television ads will run in the target markets of Chicago, Ill., Dallas, Texas, Denver, Colo., Des Moines, Iowa, Fargo, N.D., Grand Rapids, Mich., Kansas City, Mo., Milwaukee, Wis., Minneapolis/St. Paul, Minn., Omaha, Neb., Sioux City, Iowa, Sioux Falls, S.D. and Winnipeg, Manitoba. The network and cable television ads include 30- and 60-second image spots and 30-second product spots that include a donut promoting a specific vacation package. Many different family, gaming, history and outdoor vacation packages that are part of Tourism’s Online Vacation Packages Co-op are featured in the product spots. The commercials feature new film footage and the Great Faces. Great Places. music package that has been updated for the new millennium. Display ads in travel sections of major newspapers also promote specific vacation packages.
The marketing effort in Dallas is the largest the Office of Tourism has participated in to-date. Partnering with the Air Service Task Force, Black Hills, Badlands & Lakes Association, Black Hills Central Reservations and the Deadwood Chamber and Visitors Bureau, Tourism is coordinating a campaign that is three times the size of the ad blitz carried out in 2004.
“Part of the 2010 Initiative is to expand the peak travel season through the greater use of partnerships and cooperative efforts,” Hagen said. “What we’re doing in Dallas is a shining example of that synergy.”
Tourism is also partnering with the Air Service Task Force to reach the Grand Rapids, Mich. market this year.
From April through June, 3.9 million readers of Better Homes and Gardens, Midwest Living, Ladies’ Home Journal, Country Home and More in the states of Colorado, Illinois, Iowa, Minnesota, Missouri, South Dakota, Wisconsin and the metro areas of Kansas City, Mo., Dallas,. Texas and Detroit, Mich. will see a full color, 16-page South Dakota ad. Half the insert contains editorial and photos about statewide travel opportunities. The other half includes ads of visitor industry partners. Great Getaways, an eight-page ad, will reach 1.4 million newspaper readers in Iowa, Manitoba, Minnesota, Nebraska, North Dakota and South Dakota. It’s packed with photos, stories and ads by industry partners about travel opportunities in the Glacial Lakes and Prairies, Great Lakes and Southeast regions.
Electronic promotions will use e-mail blasts to residents of target markets who have expressed an interest in travel.
“The campaign broadens the appeal of South Dakota and features the depth of activities and attractions found here,” said Billie Jo Waara, director of the Office of Tourism. “We are targeting the markets and audience, primarily women age 35-54, that research has identified as being the best for South Dakota.”
Elements of the peak season campaign were developed by Lawrence & Schiller of Sioux Falls and the Department of Tourism and State Development’s Creative Division. The campaign strategy was directed by the Office of Tourism.