Pheasant hunting in South Dakota is more than the shots you take and the birds you bag. It’s adventure. Connection and reconnection. It’s tradition. Hunting is about getting your boots in the dirt and listening to the sounds of the switchgrass. It’s the anticipation of the flush. And the joy of flying feathers. Pheasant hunting is about sharing old stories and creating new traditions. It’s answering the call to come back again and again…to Hunt the Greatest in South Dakota.
Travel South Dakota's 2023 hunting marketing campaign, continues in partnership with South Dakota Game, Fish & Parks, builds off our brand strategy of showcasing South Dakota’s grit (the raw adventure of the fields) and grace (the hospitality we extend to hunters.) This year, we are telling enthusiasts that their greatest hunt is calling and inviting them to answer.
CAMPAIGN TIMING: July 2023-February 2024
Research continues to indicate that enthusiasts are planning their hunting adventures in the early months of summer. We kicked off our hunting campaign in July and will continue efforts until the season closes in February.
AUDIENCES
We are going after five distinct demographics. We will hyper-target these audiences with key messages and imagery designed to evoke memories, excitement and curiosity. While the message may differ slightly, they share the same call to action: Hunt the Greatest.
Adventure Naturalist (Demo 25-44 years old)
- Hunting, being outdoors, enjoying nature and conservation are hallmarks of this audience and important parts of their daily life.
Traditionalists (Demo 45-64 years old)
- Passing on hunting wisdom and sharing the love of the hunt with younger generations are most important to this older audience.
Female Hunters (Demo 25-54 years old)
- Women are the fastest-growing segment in hunting and we build off the success of 2022 targeting women who are either hunters themselves or have family traditions and values tied to hunting.
Lapsed Hunters
- They have tried hunting in the past, but have not stuck with it consistently. We are reminding them about the joys of hunting.
SD Resident Affinity (Demo 25-70 years old)
- We will allocate a small amount of budget to reach hunting enthusiasts, women and lapsed hunters in our state.
MARKETS
In-state: South Dakota
Primary: Colorado, Iowa, Michigan, Minnesota, North Dakota, Nebraska, Texas
Secondary: Arkansas, Illinois, Indiana, Kansas, Ohio, Oklahoma, Utah
Opportunity Markets: Alabama, California, Florida, Georgia, North Carolina, Tennessee
TACTICS
Hyper-targeted video, print, display, paid and organic social media and strategic partnerships. We will also use tactical email blasts with specific messages designed to resonate with our niche audiences.
PARTNERSHIPS
In 2023, we continue our established partnerships with Field & Stream, Outside Inc., and Pheasants Forever. We are also entering into a new collaboration with onX Hunt. This innovative hunting app provides 3D maps, boundary lines of public and private land and more to help hunters understand the landscape and best navigate it for a successful hunt. Instead of a traditional marketing spend with onX Hunt, a donation will be made to Pheasants Forever to protect habitat and increase public lands in South Dakota. We will utilize onX Hunt’s email and digital platforms to attract hunters from across the country to hunt the greatest in South Dakota.
We are once again partnering with Field & Stream to promote our Hunt the Greatest Giveaway. Using digital tactics like dedicated emails, native advertising, social and newsletters, we will drive entries and build our leads database.
Our Outside Inc. partnership continues efforts we established in peak season. However, instead of targeting the leisure adventurers, we will aim our efforts at our key hunting audience demographics. Digital media efforts will include online video, custom native content, newsletter sponsorships, display and social.
The Pheasants Forever and Quail Forever efforts continue for another year, with high impact placements in each publication as well as digital content, display and social. Along with ongoing marketing efforts, the partnership positions South Dakota with national sponsor recognition and provides featured placement at the upcoming National Pheasant Fest & Quail Classic in Sioux Falls (March 2024).
CREATIVE EXAMPLES
Video
:30 video
Midwest Outdoors, full page (click to enlarge)
Display
Traditionalists, Female Hunters and Adventure Naturalist
Social
Lapsed Hunters and Traditionalists
FOR INFORMATION
For more information, please contact Erin Weinzettel, Global Marketing & Brand Strategy Director for Travel South Dakota, or Nick Harrington, Communications Manager for South Dakota Game, Fish & Parks.