PIERRE, S.D. – The South Dakota Department of Tourism has launched its peak season advertising across the country, and is gearing up to welcome summer visitors.
The 2014 campaign consists of national and niche magazines, regional cable and network television, a regional newspaper insert, paid search terms, digital media, social media strategy, and public relations and promotional efforts.
The newspaper inserts and television ads are running in Des Moines, Iowa, Kansas City, Mo., Milwaukee, Wisc., Minneapolis, Minn., and Omaha, Neb. The magazine placements, social media, public relations and digital media have a broader reach. Through cooperative marketing partnerships with the Black Hills & Badlands Tourism Association, Custer, Custer State Park, Deadwood, Hot Springs, Rapid City, Spearfish and Watertown, the Department of Tourism is able to expand its reach even further into the front range of Colorado, North Dakota, western Minnesota, South Dakota, western Wisconsin, Wyoming and Winnipeg, Manitoba, Canada.
“One of the elements we’re especially excited about for this summer is our new television ads,” said Jim Hagen, Secretary of the Department of Tourism. “We followed a family from Omaha who had never been to South Dakota, and were able to capture their genuine reactions to the experiences they had. The way this plays out in our new ads is real, authentic and inspiring for families.”
In addition to these new ads, the Department of Tourism will soon be launching an integrated social media campaign called #HiFromSD. The campaign, through a landing page, social channel support, eCRM, web digital media and in-market collateral, encourages visitors to South Dakota to share their real-life moments with South Dakota and its social audience. All tagged photos will appear on the South Dakota Tourism site, with prior approval from the Department of Tourism. The anticipated launch of this campaign is mid-May.
The Department of Tourism also just returned home from a trip to Chicago and Milwaukee, where they introduced the Mount Rushmore Mascots to these cities. The mascots spent time at Millennium Park and Willis Tower in Chicago, appeared on ABC 7 and FOX Chicago, and then interacted with fans at the three-game series between the Milwaukee Brewers and Chicago Cubs.
“Both Chicago and Milwaukee are very new markets for us,” added Hagen. “We’ve been doing some digital marketing and media efforts in Chicago for the past couple of years, but 2014 is the first year we’ve placed any ads in Milwaukee. The response from people in each market was phenomenal, and reinforces our decision to add these two markets to our outreach.”
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.