South Dakota Department of Tourism - sitemap

2012 Marketing Campaign

Peak Season 2012 - "Your American Journey"

The Department of Tourism went with a new look and feel for the 2012 Peak (summer) Marketing Campaign. With sweeping imagery and a romantic score, “Your American Journey” was launched in March in print, television and online. Though the ads speak to the viewer on a more emotional level, the message is still the same: come to South Dakota and witness our Great Faces and Great Places.





Giant Step:

The Giant Step co-op program consists of two- and four-page spreads inserted into the following magazines: Better Homes and Gardens, Family Circle, Ladies Home Journal, Midwest Living, Guideposts, O Magazine and Good Housekeeping.

2012 Giant Step    2012 Giant Step
(click to see PDFs of the Giant Step ads)


Great Getaways:

The Great Getaways newspaper insert is a co-op piece inserted into newspapers in South Dakota, Iowa, North Dakota, Minnesota, Nebraska, Colorado and Wisconsin with a circulation of more than 750,000. The peak Great Getaways went into newspapers the week of April 29, 2012.

2012 Great Getaways
Click on the
cover image
to see the full,
24-page PDF.
(2.88 MB)


FSI (Free Standing Insert):

For the second year, the Department of Tourism went away from placing the standard ROP (run of press) ads in newspapers to placing three FSIs into newspapers in key markets. The FSIs showcase South Dakota’s vast beauty and attractions while staying on prospective visitors' minds as they start thinking about their summer vacations.

2012 Free Standing Insert
(click to see PDFs of the three inserts)


Digital efforts:

Digital efforts for 2012 are designed to reach visitors at all stages of their travel process: planning their travel, while traveling and after traveling. Through these efforts, our goals are not only to gather information requests, but also to inspire future vacations to South Dakota. Our efforts include the re-skinning of our primary consumer website, a lead-generation campaign, ads on digital publications, banner ads, search engine marketing, and Trip Advisor and Orbitz sponsorships.
(click to visit

We continue to use our social media channels to connect with visitors via our Travel blog and Outdoor blog, as well as our growing Facebook, Twitter and Pinterest communities. Early in 2012, South Dakota Tourism was ranked #2 on Facebook Engagement by Think! Social Media. This is widely due to our active pursuit of encouraging visitors, once they return home, to share their American Journey memories with us via our newly-designed Facebook timeline template.
(Social media links are also below.)


Cooperative Marketing Campaigns:

The Department of Tourism has increased its marketing budget and reach by co-oping with different communities around the state. Below is a list of those partners for the Peak 2012 season:

  • Aberdeen
  • Black Hills Badlands & Lakes
  • Custer
  • Custer State Park
  • Deadwood
  • Hot Springs
  • Rapid City
  • Spearfish
  • Watertown



For more information, contact Natasha Bothun, Marketing Manager, at 605-773-3301 or