2025 Marketing Campaign

"So Much South Dakota, So Little Time"

The 2025 Marketing Campaign builds on the established "So Much South Dakota, So Little Time" brand strategy while adapting to evolving traveler mindsets. Research shows that many consider South Dakota a “someday” destination, often reminiscing about past visits but delaying a return. The campaign tackles this inertia by leveraging time as a core creative theme—urging travelers to stop waiting and make their trip happen now. By emphasizing South Dakota’s nostalgic appeal and unique pace of life, the campaign positions the state as an accessible, stress-free escape that delivers rich and unexpected experiences.

The "To The Traveler I Want to Be" concept brings this message to life through emotional, narrative-driven storytelling. The campaign’s family-focused and couple-focused variations use personal, aspirational voiceovers to connect with travelers at different life stages, encouraging them to embrace adventure before time slips away. With cinematic visuals, immersive storytelling, and high-impact media placements across video, out-of-home, audio, digital and social, the campaign aims to transform South Dakota from a "someday" idea into a must-visit-now experience.

Objectives

“So Much South Dakota, So Little Time” drives brand awareness and qualified traffic to the Travel South Dakota website through high-impact media during peak travel planning periods that will…

Reach and inspire high-value, mystery-starved travelers in their dream phase of vacation planning.
Spark consideration among key cohorts through highly engaging tactics, influencing itineraries and trip planning to South Dakota.
Retarget South Dakota site visitors and ad engagers with compelling messaging that results in booking trip accommodations.

Through these efforts, the 2025 Marketing Campaign will ultimately increase visitation and maximize tourism’s impact on South Dakota’s economy by presenting South Dakota as a hassle-free, attainable escape amid today’s fast-paced, crowded travel landscape.

Audiences

Based on our data and past visitor behavior, we have identified these core audience segments to target with our campaign, listed below. However, to allow for digital media to optimize accordingly, we’ll grow beyond a psychographic-only and demographic-only audience approach and target through predictive, behavioral, interests and events as well as with lookalike and retargeting audiences.

Memory Makers (Families, 25-44, HHI: $60-150K, Children in HH, Family is everything)
Moment Seekers (Older Couples, Age 50+, HHI: $100K+, No Children)
Thrill Chasers (Younger Couples, 25-44, HHI: $50-100K, No Children)
Known Travelers (visitors within each segment who have already shown an intent to book)

Markets

We continue to focus on traditionally strong performing states (legacy markets), while also extending our reach to data-driven emerging markets.

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

Timing and Tactics

During peak travel planning periods, targeted marketing efforts launched mid-March with out-of-home and linear TV during key sporting events and on highly viewed programming maximizing brand exposure and market impact.

Alongside these efforts in core target DMAs, national Travel South Dakota messaging aimed at reaching high-valued audiences also began in mid-March. The "So Much South Dakota, So Little Time" messaging was shared on Paramount+, Disney+ and Hulu. Building on 2024 efforts, digital audio placements will continue through partnership with Rachel Hollis and Crime Junkie podcasts.

To supplement these efforts, regional placement begins in April with a full mix of media placements through connected TV/online video, digital audio, digital display and paid social.

Partnerships & Niche Campaigns

Supporting the national and regional campaigns, we look to our partnerships and niche campaigns to further inspire trip planners to uncover the undiscovered, educate travelers on the hidden gems of South Dakota, and celebrate the cultures and offerings we have today. Our overall goal in these partnerships and niche campaigns is for our audience to incorporate more destinations and experiences while traveling in South Dakota.

In addition to the core media placements, we also place a heightened emphasis on South Dakota’s outdoor adventure, culture, and culinary experiences through a strategic partnership with Matador Network and Jeep. High-quality video content will be distributed in mid-June across ROKU, social media, and multiple digital platforms, ensuring widespread reach and engagement.

In addition, for a third year in a row, the Arts & Culture Campaign will launch beginning in May to further educate audiences on South Dakota offerings. The campaign will again invite visitors to cultivate their creative side through art offerings found across the state

Throughout the year, our stewardship campaign, Forever 605, supplements all campaigns with supporting key messages to hyper-targeted visitors and residents, promoting responsible travel, supporting local businesses, and respecting our natural and cultural heritage, aiming to ensure our state remains vibrant for generations to come.