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Winter Marketing Campaign Underway

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PIERRE, S.D. – The South Dakota Office of Tourism has launched its winter season advertising campaign to lure winter enthusiasts to South Dakota. The promotional efforts showcase South Dakota as an affordable destination, full of adventurous opportunities and the perfect place for a relaxing weekend getaway. The Office of Tourism is partnering with the Deadwood Chamber and Visitors Bureau and Black Hills Central Reservations in a cooperative campaign promoting winter vacation packages. The campaign targets the Wyoming markets of Casper and Gillette as well as Sioux Falls. Radio, cable and network television will be used to promote the packages. Web site banners will also be used to drive more traffic to “Tourism’s partnership with Deadwood and Black Hills Central Reservations is vital to the overall strategy of marketing South Dakota as a winter travel destination,” said Billie Jo Waara, director of the Office of Tourism. “Together, we are targeting regional markets to promote the state as a close-by destination full of opportunities. The campaign encourages visitors to hit our trails, slopes, shopping malls, attractions and gaming halls.” In the case of large amounts of snowfall, Tourism is prepared with a flexible and swift electronic marketing strategy. E-mail messages promoting winter vacation packages leading to will be sent to snow enthusiasts. A keyword campaign is in place on Google and Yahoo selecting search words specific to South Dakota winter vacations that will lead surfers to Tourism fulfills winter inquiries with a special vacation planning packet containing a copy of Romancing the Snow, the 2005-06 Snowmobile Trails Map (published in partnership with the Department of Game, Fish and Parks), the 2005-06 South Dakota Vacation Guide and ski area brochures. Tourism also maintains a hotline providing updates on snowmobile trail and ski conditions at 1-800-445-3474. Elements of the winter campaign were developed by Lawrence & Schiller of Sioux Falls, the Deadwood Chamber and Convention and Visitors Bureau, Black Hills Central Reservations and the Office of Tourism. The campaign strategy was directed by the Office of Tourism and is part of the 2010 Initiative’s goal to double visitor spending.