With our 2023 Arts & Culture campaign, Travel South Dakota invited visitors to cultivate their creative side by discovering all the art, concerts, events, food and more that make South Dakota unbelievable and all inspirable.
OVERVIEW
Together with the South Dakota Arts Council, we invited visitors in 2023 to cultivate their creative side. Rather than simply stumbling upon our museums, galleries, public art displays, events and other cultural offerings, we prominently showcased them to travelers in the planning phase of their trip. Using a variety of tactics, including our State of Create Passport, we guided individuals to explore past the expected and discover the unbelievable, indescribable and all inspirable artistic side of South Dakota. Cultivate Your Creative Side encouraged travelers to spend more time in our state, pairing perfectly with our peak season campaign messaging, “So Much South Dakota, So Little Time.”
CAMPGAIGN STRATEGY
Cultivate Your Creative Side used digital display and video to reach in-market visitors in the planning phase of their trip. These individuals are actively searching and/or booking activities in South Dakota. We also targeted these same tactics to segments of our audience that show an interest in arts, galleries and museums. The campaign launched June 1, 2023 and ran through July 31, 2023.
State of Create Passport
We launched our State of Create Passport along with this campaign. The mobile pass guides travelers and locals alike to explore past the expected and discover artistic treasures all across the state. To make it even more enticing, travelers with the pass can check in to State of Create locations and unlock prizes based on the number of places visited.
CREATIVE EXAMPLES
Video
Display
FOR INFORMATION
For more information, please contact Global Marketing & Brand Strategy Director Erin Weinzettel.