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2010 Marketing Campaigns

Below are summaries of the various marketing efforts implemented during 2010. There is information regarding all three seasons: Peak Season 2010, Shoulder Season 2010 and Winter Season 2009-2010. The same information and more can be found in the Annual Report 2010 in the Marketing section (PDF, 991 KB).

Peak Season 2010


In 2010, online efforts again meshed with traditional elements and unique new ideas. With the 2010 Initiative always top of mind, the Office of Tourism continued its march toward doubling visitor spending.

Markets
The 2010 peak season campaign continued with its three-tiered approach in trusted markets. Research continues to show strength in Minnesota, Nebraska, South Dakota and Wisconsin. As a result, the Office of Tourism focused on these markets with both traditional and online media. The office also had advertising in Winnipeg, Canada, and the suburbs of northern Chicago. These suburban residents have a higher propensity to travel to South Dakota than those who live in the city.

Traditional Media
Traditional media continues to be imperative to the overall marketing campaign for South Dakota Tourism. All of these elements – newspaper, magazine, television and radio – work together to create a fully integrated campaign with the online and social media efforts.

Online media
The Office of Tourism continued to market heavily online with a niche-focused pay-per-click campaign, as well as banners placed on Trip Advisor and Orbitz to target the avid traveler, families and adventure travelers. The banner campaign performance was tracked by Exact Target. The industry average for banner ad click-through rates is .08%. The Office of Tourism banners averaged .13%.

Peak Giant Step Magazine Co-op program:
In 2010, the Giant Step magazine program got a slightly updated look, but stayed with the two-page and six-page ads in national publications.

  • Thirty-nine Giant Step partners were included in two- and six-page ads that ran in national magazines including Better Homes & Gardens, Family Circle, Ladies Home Journal, Midwest Living, Parents, Guideposts, O Magazine and Travel 50 + Beyond. Circulation for these publications totaled 6,611,428, with total impressions reaching more than 79 million.
  • These nationally-known magazines were complemented by advertising in niche publications. These included Budget Travel, National Parks magazine, Wild Blue Yonder magazine, the Trailer Life Directory, Woodall’s Directory, and an insert in the Midwest Vacation Guide.

Peak Great Getaways Newspaper Insert

  • Fifty-nine Great Getaways partners participated in this magazine-style marketing piece that was inserted into newspapers in Colorado, Iowa, Nebraska, North Dakota, Minnesota, South Dakota and Wyoming.
  • Total circulation was 701,148

Partnerships:
The 2010 peak campaign included cooperative partnerships with the Aberdeen Convention and Visitors Bureau, Black Hills Badlands & Lakes Tourism Association, Custer, Custer State Park, Deadwood Chamber and Visitors Bureau, Rapid City Convention and Visitors Bureau, and Visit Spearfish.

      Peak Season Co-op Map

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Shoulder Season 2010


Continuation of the Rooster Rush, a promotion to celebrate the pheasant hunting tradition, dominated shoulder season, 2010. The campaign was promoted through traditional outdoor media outlets as well as online and social media.

Rooster Rush
In 2009 the Office of Tourism introduced the Rooster Rush, a celebration of South Dakota’s pheasant hunting tradition. Building on the success of the 2009 promotion, the Office made the Rooster Rush an annual event, continuing to market to out-of-state visitors, as well as encouraging South Dakota communities to get involved in the Rooster Rush in their own unique way.

Take Me Hunting
The magazine, newspaper and television ads used for the Rooster Rush campaign took on a new perspective in the 2010 shoulder season. The ads focused on the hunting dog’s point of view, asking the reader to “Take Me Hunting.” The ads resonated with hunters whose hunting dogs are their best friends.

Macy’s
The Office of Tourism strives to think outside of the box in terms of new and unique marketing ideas. The idea of having a balloon in the Macy’s Thanksgiving Day Parade had been discussed for a few years, and in 2010 the team decided to look into cost. Though a balloon was not possible, a float was, and seven industry partners came together to support and promote “Mount Rushmore’s American Pride.” The partners included the Black Hills, Badlands & Lakes Association, Custer BID Board, Deadwood Chamber and Visitors Bureau, Mount Rushmore National Memorial Society, Rapid City Convention and Visitors Bureau, South Dakota Office of Tourism and Visit Spearfish.

Shoulder Giant Step Magazine Co-op program:
The 2010 Shoulder Season Giant Step program featured two-page and six-page ads in national publications.

  • Thirty-nine Giant Step partners were included in two- and six-page ads that ran in national magazines including Better Homes & Gardens, Family Circle, Ladies Home Journal, Midwest Living, Parents, Guideposts, O Magazine and Travel 50 + Beyond. Circulation for these publications totaled 8,868,500, with total impressions reaching 36 million.
  • These nationally-known magazines were complemented by advertising in niche publications. These included Budget Travel, National Parks magazine, Wild Blue Yonder magazine, the Trailer Life Directory, Woodall’s Directory, and an insert in the Midwest Vacation Guide.

Shoulder Great Getaways Newspaper Insert

  • Forty-two Great Getaways partners participated in this magazine-style marketing piece that was inserted into newspapers in Colorado, Iowa, Nebraska, North Dakota, Minnesota, South Dakota and Wyoming.
  • Total circulation was 557,895

Partnerships:
The 2010 shoulder season campaign included cooperative partnerships with the Aberdeen Convention and Visitors Bureau, Custer BID Board, Custer State Park, the Deadwood Chamber and Visitors Bureau, the Rapid City Convention and Visitors Bureau, and Visit Spearfish.

      Shoulder Season Co-op Map

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Winter Season 2009-2010


The Office of Tourism partnered with the Deadwood Chamber of Commerce to promote winter vacations in the Black Hills.

Email blasts, newspaper, radio and television ads all focused on affordable winter vacation packages to Deadwood and the northern Black Hills. Skiing and snowmobiling were featured mainly, but mentions of cabin rentals, gaming, winter events, snowshoeing, sledding and other activities were also part of the campaign.

2009-2010 Text Promotion
In addition, Deadwood launched a blackjack text game. The game began in March and ran through the year, with prizes awarded monthly. Prizes ranged from Deadwood attire and gift certificates to weekend getaways in Deadwood. Players also received discount rates at Deadwood businesses, including casinos, restaurants and hotels.

Those that signed up to play the game interacted with Deadwood frequently, keeping the town at the top of their minds. This was the first time anyone had utilized a Blackjack game through text marketing, making it an innovative promotion. Since the start of the promotion in February, 2010, Deadwood has gained 1,202 leads.



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FOR INFORMATION

For more information, contact Natasha Bothun, Visitor & Industry Relations Representative, at 605-773-3301 or  Natasha.Bothun@state.sd.us.