In accordance with Travel South Dakota’s strategic vision, Forever 605 is a campaign dedicated to protecting and celebrating the heart of South Dakota. Launched in 2023, this initiative is about fostering a deeper appreciation for our local communities, natural landscapes, and cultural heritage. By embracing simple actions today, we ensure South Dakota’s beauty and spirit thrive for future generations.

As Travel South Dakota, we believe in destination stewardship—a commitment to preserving what makes South Dakota special while welcoming those who wish to experience its wonders. The Forever 605 campaign is focused around four key objectives to help ensure destination stewardship within our state. Help share Forever 605 with others by learning about the initiative and starting with one small action that will make a big impact.
 

Request a Forever 605 Toolkit                         Request Forever 605 Gear
 

The Forever 605 Pillars

SUPPORT LOCAL
Every small business, local artist, and homegrown product adds to the character of South Dakota. By choosing local, we strengthen our economy and preserve our communities. “Support local today. Build community forever.”

EXPLORE BEYOND
Beyond the famous landmarks, South Dakota is filled with hidden gems waiting to be discovered. Step off the beaten path and find the true magic of our state. “Explore beyond our bigger landmarks. Discover the magic of our smaller ones.”

PRESERVE NATURE
Our landscapes are breathtaking, but they require care. Simple actions like staying on trails, respecting wildlife, and minimizing waste help protect South Dakota’s natural beauty. “Preserving nature today keeps it flourishing forever.”

HONOR OUR CULTURE
South Dakota’s culture is rich with traditions, stories, and history that shape our identity. By honoring our past and embracing our diverse heritage, we build a stronger future. “Honoring our culture means strengthening our future.”
 

Join the Movement and Get Involved

Be a part of something lasting. Be Forever 605 and help share the movement dedicated to preserving and celebrating the unique spirit of South Dakota, ensuring the 605 State remains vibrant for generations to come. Join the club...and get others to join, too.

• Sign the Forever 605 Pledge: Commit to traveling respectfully and preserving South Dakota's beauty. By signing the pledge at Forever605.com, you'll receive a free Forever 605 sticker and join a community dedicated to making a positive impact. If you've signed yours, encourage others to do so, too.
   
• Complete the Forever 605 Training: Enhance your understanding and your organization’s understanding of destination stewardship by completing the Forever 605 Training module that is part of the Online Hospitality Training. Consisting of three concise lessons, this free training module equips you with the knowledge to guide both visitors and residents towards responsible travel practices.
   
• Request a Forever 605 Toolkit: Equip your business or organization with materials to promote the campaign. Each toolkit includes an overview sheet with 11 ways to share the campaign, a pledge card for display, posters, a storefront decal, and Forever 605 stickers. Limit one per entity. If you haven't already done so, request your Forever 605 Toolkit today.
   
• Order Forever 605 Gear: Showcase your commitment by distributing Forever 605 gear and collateral to your employees, business, community and visitors. Quantities are limited, so be sure to place your order promptly by completing the Forever 605 Gear Order Form.
   
• Share the Message: Spread the word by sharing Forever605.com and using the hashtag #Forever605 on your social media channels, websites, and emails. Access social posts, graphics and videos to further encourage others to join the movement and promote responsible travel practices with our Forever 605 Social Media Toolkit.
  
  Download the logo. (If you need another version besides JPG or PNG, contact Travel South Dakota.)
  
  
  
  download JPG    |    download PNG (white background)    |    download PNG (transparent background)
   
• Celebrate Forever 605 Day: Each year on June 5th, South Dakotans come together to celebrate Forever 605 Day. Participate by hosting events, offering themed discounts, or simply sharing your love for the 605 State on social media using the hashtag #Forever605. Be on the lookout for more ways to partner with Travel South Dakota to further promote Forever 605 Day this year and every year!
  
   

Campaign Creative & Highlights

The campaign is designed to inspire both visitors and residents to embrace the Forever 605 movement and learn ways to join in personally. The Forever 605 message is reaching people across multiple platforms, beginning mid-March and continuing into late summer, through an engaging media campaign that includes video, digital display, streaming audio and social.

Video: 
 

Digital Display banners:

Gear: T-shirt, Cap, and Sticker:

FOR INFORMATION

For more information, please contact Mike Gussiaas, Chief Marketing & Creative Officer, at [email protected], or Erin Weinzettel, Global Marketing & Brand Strategy Director, at [email protected].