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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 attract 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 Convention and Visitors Bureau in a cooperative campaign promoting winter travel specials. The campaign targets the Wyoming markets of Casper and Cheyenne as well as Sioux Falls. Radio and newspaper ads and newspaper inserts will be used to promote the travel specials. Web site banners will be used to drive more traffic to and a special Super Bowl television promotion will encourage brand interaction. “Tourism’s partnership with Deadwood is essential in 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 nearby destination full of opportunities. The campaign encourages every kind of visitor to hit our trails, slopes, shopping malls, attractions and gaming halls.” In the case of large amounts of snowfall, Tourism is prepared with an electronic marketing strategy. E-mail snow alerts promoting winter travel specials that lead to will be sent to snow enthusiasts. Tourism fulfills winter inquiries with a special vacation planning packet containing a copy of Romancing the Snow, the 2006-07 Snowmobile Trails Map, the 2006-07 South Dakota Vacation Guide and area ski brochures. Tourism also maintains a hotline providing updates on snowmobile trails 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 and the Office of Tourism. The campaign strategy was directed by the Office of Tourism and is part of the 2010 Initiative goal to double visitor spending.