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Winter Marketing Campaign Gathers Steam

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PIERRE, S.D. – The South Dakota Office of Tourism is showcasing the state’s activities and attractions by recently launching its winter season advertising campaign to draw winter enthusiasts to the state.
“South Dakota is typically known for having attractions that are best seen in the spring or summer, but in reality our state has just as many things to offer travelers in the winter,” said Richard Benda, secretary, Department of Tourism and State Development. “The winter campaign provides the extra boost needed to get visitors to experience a South Dakota winter.”
Whether it’s hitting the slopes to ski or snowboard, going out on the trails to snowmobile or cross-country ski, or cozying up by the fire, South Dakota has something for everyone.
“The winter season campaign focuses on presenting South Dakota as an affordable destination full of opportunities,” said Billie Jo Waara, director, Office of Tourism. “It’s an ideal location for a relaxing weekend getaway.”
A new and innovative portion of the winter campaign is the partnership between the Office of Tourism and the Deadwood Chamber and Visitors Bureau. Together, the two developed a text messaging campaign that allows interested parties to opt-in to receive a text message alert when new snow falls. These alerts allow winter sport enthusiasts to know when conditions are perfect to hit the slopes or trails.
The partnership also promotes vacation packages through newspaper ads and inserts, utilizes website banners and features a Super Bowl television promotion.
NATIONAL TREASURE: BOOK OF SECRETS is another key focal point of the winter campaign. Key scenes of the movie were filmed in South Dakota. The Office of Tourism has been a major sponsor in a number of promotions tied to the film.
“The promotions have been on the international and domestic scale,” said Waara. “We’ve seen an increase in traffic to our website since it began.”
Elements of the winter campaign were developed by Lawrence & Schiller of Sioux Falls, the Deadwood Chamber and Visitors Bureau and the Office of Tourism. The campaign strategy was directed by the Office of Tourism and is part of goal one of the 2010 Initiative to double visitor spending in South Dakota.