Forever 605
Karsh Hagan was tasked with developing a destination stewardship campaign that could strike the right balance between the positive economic impacts of tourism and the increased need for responsible utilization of natural resources, maintenance of community assets, and preservation of the South Dakota way of life.
THE CHALLENGE.
EXPLORE LIKE A WANDERER, CARE LIKE A LOCAL.
Forever 605 is a program designed to raise awareness among visitors and residents about caring for South Dakota. As a nod to all the beauty, fun and wonder South Dakota offers, 605 represents the state’s single area code—a point of local pride.
Karsh Hagan was tasked with developing a destination stewardship campaign that could strike the right balance between the positive economic impacts of tourism and the increased need for responsible utilization of natural resources, maintenance of community assets, and preservation of the South Dakota way of life.
To celebrate 605 Day on June 5th, Travel South Dakota launched www.Forever605.com and invited everyone to sign the pledge. The campaign also kicked off on social media, inviting the brave wanderers and passionate stewards of the 605 state to use the hashtag #Forever605 to show us how they travel respectfully throughout South Dakota. Participants were awarded with prizes like t-shirts, water bottles, and hats.
The campaign focuses on initiatives like building awareness for lesser-known visitor experiences, proactively promoting South Dakota as a year-round destination, educating residents and visitors on the importance of responsible travel practices, preserving cultural heritage, and supporting local businesses.
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THE RESULTS.
It's bigger than a state - its a state of mind. Not only has the campaign sparked local pride, it also inspired over 8,000 in-state trip bookings in the first 30 days alone—all on a media budget of less than $50,000.
