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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?

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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?

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  • Print Magazine
  • Silver Addy

South Dakota print ad
South Dakota brand image
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explorers of brave ideas

explorers of brave ideas

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The best of the west stamp image
Karsh Hagan lightning large icon
Karsh Hagan lightning large icon
THE SOLUTION 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.
This ain't NYC stamp image

explorers of brave ideas explorers of brave ideas

explorers of brave ideas explorers of brave ideas

South Dakato photo
South Dakota social stickers
South Dakot photo collage
South Dakota ads
South Dakota ad still shot
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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

Hello

Hello

Hello

Hello

Hello
Hello

This is a quote

  • Print Magazine
  • Silver Addy

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