Peak Campaign: Advertising Strategies
Peak Season Marketing
The 2007 peak season campaign is currently underway. Utilizing new research findings and continuing the three-tiered approach, the Office of Tourism built the peak season marketing around three specific groups of South Dakota visitors.
Television, Newspaper, Radio and Magazine
The peak campaign includes traditional media elements such as six fresh, new television ads that promote South Dakota from several angles including outdoors, parks and monuments, and family-friendly destinations. The media schedule also contains new radio ads, a direct mail piece and newspaper ads that promote travel specials in South Dakota. The Giant Step Co-op program is also in progress, with a few new niche publications added to the mix. This year, 36 partners are included in three-page ads running in key publications that reach South Dakota’s target markets.
The Great Getaways newspaper insert has been revamped and is smaller, but is being inserted three times. Each layout features different partners promoting South Dakota as a close vacation destination. Each piece has a circulation of 660,000.
The Office of Tourism is also increasing its presence and spreading the South Dakota message on the Internet. The campaign includes a new Internet-based behavioral marketing program to target relevant messages to specific audience segments.
In addition, the peak campaign includes new cooperative partnerships and a few new media elements such as a page on MySpace.com and an Internet-based behavioral marketing program. Partnerships were also developed with the Deadwood Chamber and Visitors Bureau, Black Hills, Badlands & Lakes Association and Glacial Lakes Association.
The Office of Tourism welcomes new cooperative partnerships. For more information or to submit a proposal, call (605) 773-3301.