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Winter Season Campaign: Advertising Strategies

Advertising Strategies

Tourism is again partnering with the Deadwood Chamber of Commerce and Visitors Bureau in a cooperative winter campaign.

Target markets for the winter season campaign are determined by research, travel product and past performance in the markets.

Target Audiences

  • Empty Nesters: couples and single adults whose own children are independent adults interested in gaming and a winter getaway.
     
  • Outdoor Sport Enthusiasts: snow skiing and snowmobiling

Key Messages

South Dakota is

  • close by.
  • full of adventurous opportunities.
  • affordable.
  • perfect for a weekend getaway.

Winter Insert

This yearís cooperative winter campaign is again promoting winter travel specials. The co-op utilizes newspaper inserts that dropped Dec. 27 in the markets of Casper and Cheyenne, Wyo., and Sioux Falls (total circulation: 108,700).

Winter ads feature vacation packages

From December to February, winter travel special ads will run in the Sioux Falls Argus Leader, Casper Tribune and Wyoming Tribune-Eagle (Cheyenne). Radio ads and Web site banners will also be used in these markets.

Super Bowl Promotion

As part of the Deadwood co-op effort, a new television commercial will be launched to the single largest TV audience of the year during the 2007 Super Bowl on Feb. 4. With the Super Bowl tie-in, Tourism and Deadwood will be part of the KELO TV online Super Bowl promotion. The ad will appear in the pre-game coverage, during the game and online. To build on the initial exposure, a one-week flight of this ad is scheduled through Feb. 7.

KRRO-FM Bus Promotion

KRRO-FM radio listeners in Sioux Falls will be offered a trip package to Deadwood priced at $103.70 per person. With the Deadwood Chamber of Commerce, South Dakota Tourism and Backyard Broadcasting working together, listeners will be offered a chance to purchase a weekend trip that includes transportation, two nights lodging, lift passes and gaming money.

KRRO started promoting and selling tickets on Monday, Dec. 18, 2006, with live and recorded promotions for one month. KRRO continues with the promotion until all tickets (141 total) are sold. The trip date is tentatively scheduled for Feb. 16-18, 2007.

KELO-FM Gaming Getaway

KELO-FM Gaming Getaway

One lucky KELO-FM (Sioux Falls) listener and their guest will be treated to a two-night stay, tour of the historical Adamís House Museum, breakfast at Mount Rushmore National Memorial and gaming money.
Every day on KELO-FM during The Brand New Day Morning Show, there is the KELO-FM quiz at 7:15 a.m. Whoever answers the question that day will automatically be qualified to win the trip. KELO will have three weeks of qualifying for listeners. Listeners can also qualify to win the Deadwood Getaway package via the KELO-FM Web site.

Midwest Living

A South Dakota winter ad was placed in the November/December and January/February issues of Midwest Living. The ads promot escaping to South Dakota for a winter fun getaway.