2026 Marketing Campaigns

All signs point to 2026 as a year when travelers seek journeys with deeper meaning and purpose. Instead of counting miles or chasing likes, people are craving trips that are more meaningful, that spark self-discovery and fill their lives with stories worth sharing. And as such, their planning is more purposeful.

And as the reasons for travel shift, so too have our marketing messages and tactics. For 2026, we launched a research-driven creative platform that invites travelers to experience South Dakota’s wide-open landscapes and discover the “free” feeling travel should unlock in all of us. Our brand position is that South Dakota enables boundless discovery, because it’s an uncomplicated, unexpected journey that is transformational and fulfilling for mystery-starved travelers.

By sharpening our audience focus, fine-tuning our media approach, and strategically timing our efforts, we connect with travelers at every stage of their planning journey. Our campaign keeps South Dakota front and center as the next great adventure, with messaging that evolves alongside travelers’ dreams and desires.

 

2026 Peak Campaign: “Free to Roam”

In preparation for this year’s peak campaign, we tested creative directions, and research showed that “Free to Roam” resonated with nearly 80% of our test audience as authentic and reflective of South Dakota.
This campaign brings to life South Dakota’s greatest gift: the freedom to roam across endless landscapes, stumble upon surprises, and chart your own course. It stirs excitement, adventure, and a sense of pride, all rooted in authenticity. Inspired by travelers’ love for peaceful discovery and bold outdoor pursuits, our visuals and messages are crafted to spark curiosity and wonder at every turn.
 
Key Creative Themes
  • South Dakota’s unique sense of space between its wide-open landscapes and scenic beauty
  • The freedom to explore without crowds or constraints
  • Outdoor adventure paired with moments of relaxation
  • Authentic local culture, food, and communities
  • Experiences that prove both iconic and unexpected
  • Family-friendly attractions

 

Creative Examples

To see videos and other 2026 creative examples, click here! 

 

Peak 2026 Free to Roam 300x250 Display Banner Example

Display ad with Free to Roam headline, a warm picture of Mount Rushmore at sunrise and a young female tourist smiling in a scenic location holding a 35mm camera.

 

Peak 2026 Arts and Culture 970x250 Display Banner Example

Example of Travel South Dakota 2026 Peak campaign banner with photos of lady looking through a viewfinder of the giant Crazy Horse Memorial with companion detailed shots, including one of the lady and her male partner standing at the base of the over 90-foot tall face of the mountain carving.

 
Refined Audience Strategy

Audience targeting will focus on travelers most likely to consider South Dakota, including:

  • Mystery-starved Travelers
  • Outdoor enthusiasts
  • Road trip travelers
  • Families traveling together
  • Culture and culinary explorers
  • Seasonal travelers planning regional getaways
 
Strategic Market Optimization

Markets are now organized into Core, Growth, and Watchlist groups, allowing the campaign to focus on high-performing markets while testing new opportunities and adjusting throughout the season. Most efforts still primarily focus on regional drive markets, where South Dakota has historically seen strong visitation and travel demand.

Core Markets

Regional markets with the highest visitation potential, including states throughout the Midwest and nearby drive regions.
  • Dallas, Texas DMA
  • Colorado (with stronger emphasis in Denver DMA)
  • Illinois
  • Iowa 
  • Kansas
  • Minnesota (with stronger emphasis in Minneapolis DMA)
  • Missouri (with stronger emphasis in Kansas City DMA)
  • Montana
  • Nebraska
  • North Dakota
  • South Dakota
  • Wisconsin
  • Wyoming

Growth Markets

Select national markets with increasing travel interest and opportunities for future growth.
  • Arizona
  • California
  • Florida
  • Indiana
  • Michigan
  • Nevada
  • North Carolina
  • Ohio
  • Texas
  • Utah
  • Washington DC

Watchlist Markets

Emerging markets monitored for results and expansion opportunities that allow Travel South Dakota to shift investment between markets based on traveler demand and planning trends.
  • Alabama
  • Arkansas
  • Georiga
  • Idaho
  • Kentucky
  • Maryland
  • New Mexico
  • Oklahoma
  • Oregon
  • South Carolina
  • Tennessee
  • Washington
 
Timing and Tactics
Travel planning habits vary throughout the year, so the campaign strategically aligns messaging and media investments with when travelers are most likely to plan trips.

Enhanced Omnichannel Media Strategy
We maintain a full-funnel approach, balancing awareness-building tactics with performance-focused channels that drive website engagement and travel bookings. The seasonal approach allows the campaign to maintain an always-on presence while tactically boosting visibility during key travel-planning periods.

Peak Travel Season (March–June)
Introduces summer messaging and highlights iconic attractions, road trips, and outdoor adventures.

Winter / Shoulder Season (November–February)
Promotes winter experiences and evergreen travel inspiration while reaching early planners.

 
Partnerships & Niche Campaigns

Alongside our Peak and seasonal campaigns, we team up with partners and utilize niche efforts to inspire travelers to discover South Dakota’s hidden gems and vibrant cultures. Through these collaborations, we aim to help visitors explore even more destinations and distinct experiences across the state.

A big part of this is our successful Community Co-op program. We partner with 16 DMOs and match their investment dollar-for-dollar to run custom campaigns focused on our partners' unique offerings. These co-op programs target potential visitors through a higher percentage of cost-effective, lower-funnel tactics, while adhering to the Travel South Dakota brand standards and aligning with our year-round paid media investments.

All year long, our Forever 605 stewardship campaign reaches targeted visitors and residents, promoting responsible travel, supporting local businesses, and honoring South Dakota’s natural and cultural heritage so our state stays vibrant for generations.

With our colleagues at Game, Fish and Parks, we combine their expertise with our strategy, reach, and creative to promote the state's great hunting and fishing opportunities. The fifth year of the "Hunt the Greatest" pheasant hunting campaign extended into January of 2026, and the sixth year of the successful campaign will begin again in July to get hunters excited for the 2026 season. 

Between then, our fishing campaign is in-market from April through the beginning of July. Starting in April, we can promote South Dakota's amazing walleye fishing (and other fishing opportunities) to drive-market states, some of which don't have walleye seasons until later. 

Fishing Campaign Half-page Print Ad from the April 2026 issue of Bassmaster Magazine

 

For Information


For more information, please contact Chief Marketing & Creative Officer Mike Gussiaas.