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Tourism’s Macy’s Efforts Reached More Than 330 Million

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PIERRE, SD – The South Dakota Department of Tourism’s message reached the eyes of more than 330 million people in November, thanks to various public relations tactics combined with the float, “Mount Rushmore’s American Pride,” which appeared in the nationally televised Macy’s Thanksgiving Day Parade.
The Department’s outreach began with a street team effort in New York City. Four mascots representing the faces of Mount Rushmore National Memorial made stops at several iconic New York sites, which generated excitement and attention from bystanders.
“As people began to notice the Presidents, they immediately wanted photos,” said Jim Hagen, secretary of the Department of Tourism. “They were asking questions and wondering why the Presidents were in New York City.”
To complement the street team effort, the Department of Tourism staff handed out collateral material which encouraged recipients to register for a chance to win a South Dakota vacation. The giveaway, which ended Dec. 16, garnered 10,362 entrants.
The final element of the Macy’s efforts was the Thanksgiving Day parade itself, which included the South Dakota float, “Mount Rushmore’s American Pride,” and featured Neil Diamond singing “America” for NBC’s telecast of the parade.
Stats from parade efforts:
  • Parade audience: 63.5 million
    • Live – 3.5 million
    • NBC – 50 million
    • CBS – 10 million
  • Unique page views on were up 695% from Nov. 19-Dec.1, 2011, over the same time period in 2010
  • Direct earned media in November: 207 clips (broadcast, print and online)
    • Audience – 271 million people
    • Publicity value – $860,000+
    • Social media – 2,075 mentions across eight social media channels
A video summary of the Macy’s efforts has been compiled, and is available at November 2012 will be the third and final year of the contract between South Dakota Tourism and the Macy’s Thanksgiving Day Parade.
The South Dakota Department of Tourism is comprised of Tourism, the South Dakota Arts Council, and the South Dakota State Historical Society. The Department is led by Secretary James D. Hagen.


Wanda Goodman
Media & Industry Relations Manager
Phone: 605-773-3301