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Media Relations Activity
In addition to paid media efforts in the shoulder season
strategy, public relations and other grassroots media efforts in
the target markets will be re-established. Public relations and
earned media provide an additional mechanism to promote the
state of South Dakota in an objective manner. Public relations
will be utilized throughout the shoulder season campaign and
work in concert with paid efforts to maximize our impact in the
The media relations team is proactive in the pursuit of earned
media exposure to drive consumer travel choices to South Dakota.
The team has planned an aggressive strategy to reach out to key
journalists and media contacts in each of the target markets to
persuade them to write about South Dakota’s unlimited
opportunities. In addition, we have numerous hostings and
familiarization tours planned this fall that will lead to
articles and broadcast programming to lure more potential
travelers to the land of Great Faces and Great Places.
South Dakota Makes Headlines
The Office of Tourism arranges dozens of media hostings each year. We strive to receive impartial third party endorsements of our product, South Dakota. The celebrities, producers, editors and writers Tourism hosts take the South Dakota story and their first-hand experiences to the airwaves and pages of major publications.
Mount Rushmore graces cover of Travel America
Direct result of Office of Tourism hosting
Lee Harstad hosted Travel America editor Randy Mink in June. As a result, Mount Rushmore National Memorial is prominently featured on the cover of the October 2005 issue (JPG) for an article about traveling to patriotic places. The magazine reaches 245,000 readers. The article garnered the state more than $23,000 in ad equivalency. In addition to the October story, South Dakota is already on Travel America’s 2006 editorial calendar with stories about South Dakota on horseback in the March/April issue and South Dakota’s Great Lakes in the July/August issue.
Mickelson Trail featured in Endless Vacation
The Office of Tourism worked with Ted Alan Stedman, a writer for Endless Vacation, in May. His piece about the Mickelson Trail appears in the September/October issue. The magazine has a circulation of 2.4 million.
Visit our media Web site: MediaSD.com
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