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Marketing Efforts Underway for Fall Season

8/28/2008
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Marketing Efforts Underway for Fall Season

PIERRE, S.D. – The South Dakota Office of Tourism has launched its shoulder season marketing campaign, targeting empty nesters, families and hunters on a regional, national and international scale.

"Our 2008 shoulder season campaign is based on a foundation of careful research, planning and strategy," said Richard Benda, secretary of the Department of Tourism and State Development. "We are focusing on efficient use of our marketing dollars and employing innovative strategies in order to gain maximum exposure for the state."

A promotion being launched for the shoulder season is called Pheasantennial: 100 Years of Tradition. With 2008 marking 100 years of the pheasant being successfully introduced into South Dakota, the Office of Tourism saw a unique opportunity to attract hunters to the state.

"South Dakota is where people come for world-class pheasant hunting," said Melissa Bump, director of the South Dakota Office of Tourism. "And when people think of pheasant hunting in South Dakota, they think of tradition and camaraderie."

In addition to the Pheasantennial, shoulder season marketing includes advertising in national magazines; selected marketing in Iowa, Minnesota and Nebraska; television and print advertising in Winnipeg, Manitoba; web marketing on niche outdoor websites; and cooperative marketing with four industry partners. The partners are the Black Hills, Badlands & Lakes Tourism Association, Custer State Park, Deadwood Chamber of Commerce and Visitors Bureau, and the Rapid City Convention and Visitors Bureau.

"Smart, cost-effective marketing, along with dynamic partnerships allow the Office of Tourism to leverage more funds for marketing activities that benefit South Dakota’s entire visitor industry," added Bump.

The shoulder season marketing campaign is part of Goal 1 of the 2010 Initiative to double visitor spending in South Dakota.

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