Winter Season Campaign: Advertising Strategies - South Dakota Department of Tourism
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Winter Season Campaign: Advertising Strategies

Advertising Strategies

Tourism is again partnering with the Deadwood Chamber 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
• Family Travelers over the holiday break
• Prime Time (ages 45-64): promoting gaming and a winter getaway
• Outdoor Sport Enthusiasts: promoting snow skiing and snowmobiling

Winter Insert
This year’s cooperative winter campaign is again promoting winter vacation packages. The co-op utilizes newspaper inserts that drop Jan. 6 in the markets of Casper, Wyo., and Sioux Falls (total circulation: 114,500).

Newspaper Ad - PDF

Winter ads feature vacation packages
From December through February, winter package ads appear on network and cable television and radio and newspaper ads will run in the Sioux Falls and Casper, Wyo., markets. Newspapers include the Sioux Falls Argus Leader and Casper Tribune.

Television Ad
Radio Ad Example
Newspaper Ad 1 - PDF
Newspaper Ad 2 - PDF

Snow Alert/Trail Condition Emails
Although we can't predict when the snow will fly or how much will fall, Tourism is prepared with a flexible and swift electronic marketing strategy. In the case of large amounts of snowfall, we'll blast snow enthusiasts with e-mail messages promoting winter travel specials and lead them to www.Deadwood.com.

Text Messaging Campaign
We are also targeting the winter sport enthusiast with an SMS campaign. Winter enthusiasts will be encouraged to provide their cell phone number in order to receive periodic reports from the Deadwood Chamber and Visitors Bureau. Messages will be announced on the radio, and a call-out will be placed on all print ads inviting the audience to text “snow” to a pre-established four-digit number. In response, they will receive a coupon or an offer for dining at a Deadwood buffet or restaurant. They will be sent periodic snowfall reports and trail condition updates as well as be directed to a website for more information. They will also be invited to go to the Deadwood Chamber and Visitors Bureau website to register for lodging and gas vouchers.

Superbowl Promotion
Again, as part of the Deadwood co-op effort, a winter television ad will be launched to the single, largest TV audience of the year during the 2008 Superbowl on Feb. 3. With the Superbowl tie-in, Tourism and Deadwood will be part of the KELO-TV Superbowl promotion. The ad will appear in the pre-game coverage, during the game, inclusion of promotion commercials before the broadcast, and inclusion in an online contest leading up to and on the day of the game.

KRRO-FM “Rock the Hills” 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 and Visitors Bureau, South Dakota Tourism and Backyard Broadcasting working together, listeners will be offered a chance to purchase a weekend trip that includes transportation, two nights of lodging, lift passes and gaming money.

KSQB-FM and KOOL-FM A-Z Promotion
These two stations will work collectively to promote and play every song in the KSQB-FM play list in alphabetical order beginning on Dec. 21, 2007. The overall promotion will be sponsored by Deadwood with the commitment of a prize package. Listeners will be encouraged to visit any one of 25 local sponsors to sign up for the trip as well as respond to hourly broadcasts to register. In exchange for the vacation package, Deadwood will receive 630 on-air mentions and inclusion in all printed and promotional materials.