South Dakota
How do we tell the story of a destination that is so much more than a Mount Rushmore one-stop wonder, and transform it into a place people want to know?
THE CHALLENGE.
How do we tell the story of a destination that is so much more than a Mount Rushmore one-stop wonder, and transform it into a place people want to know?
Unlike many competitors, the increasingly rare element of surprise that used to go hand-in-hand with travel rings stronger than ever in South Dakota.
By recognizing that the perceived weaknesses of the destination are actually its biggest strengths and differentiators, we were able to align core values with prospective visitors to diversify the state’s reputation and give it a modern rebrand.
THE RESULTS.
The result? Travel South Dakota. A place rich in spirit, freedom and optimism, inspiring and uniting all visitors and residents through the transformational power of travel. Where the promise to visitors is to leave transformed and fulfilled, a more whole person than upon arrival with restored mystery. Brought to life with refined audience segmentation, new messaging, pops of modern design with an element of nostalgia, an entirely fresh color palette, epic photography and one key takeaway – visit South Dakota!
Shoulder Campaign Results (11/16/22 - 2/15/23)
- 99MM Impressions Overall
- 33MM Video Views
- 235k Clicks to Travel South Dakota Website
- 32k On Site Conversions
On top of that, Travel South Dakota received a National Tourism Marketing Award. In 2023, So Much South Dakota, So Little Time was honored as the nation's Best Tourism integrated Marketing Campaign by the US Travel Association and industry peers at ESTO (Educational Seminar for Tourism Organizations). Yep, you read that right — the best in the nation.
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The creative work for So Much South Dakota, So Little Time inspired and encouraged travelers, as well as provided an expansive view of South Dakota which subsequently led to increased interest in the state. To put that in numbers, success from the campaign surpassed record-breaking 2019 results and led to an increase in visitation by 7.6% compared to 2019, and increased visitor spending by over 28% over 2019.
We think Governor Kristi Noem said it best with her quote: “Travel South Dakota continues to push the envelope by creating unique ways to tell South Dakota’s incredible story. Their efforts are attracting visitors from across the world to our beautiful state. This prestigious award is a testimony to the great work our tourism team is doing to share South Dakota’s Freedom, fresh air, and so much more.”
