PIERRE, S.D. – For their unique promotion of South Dakota – including its hunting offerings – Travel South Dakota and its agency partners, Lawrence & Schiller of Sioux Falls and Karsh Hagan of Denver, received three gold Magellan Awards and two silver Magellan Awards from Travel Weekly, a respected and influential travel industry publication.
“Our marketing teams continue to push the envelope in developing captivating and compelling work that resonates with visitors and stands out from the competition. Winning prestigious marketing awards for this work is just icing on the cake for the hours and hours of planning, creating and collaborating that goes on behind the scenes. I couldn’t be prouder of our teams, and we couldn’t be prouder to showcase our incredible state,” said Jim Hagen, secretary of the South Dakota Department of Tourism.
“So Much South Dakota, So Little Time” television commercial – Gold Magellan Award
This marketing campaign was designed to show off South Dakota with an invitation to ditch convention, zig where other travelers zag, and to take a wrong turn just because – all while reminding visitors to take extra time to do it.
“South Dakota Hunt The Greatest” advertising campaign – Gold Magellan Award
Running from July 2023 through February 2024, this campaign, in partnership with the South Dakota Department of Game, Fish & Parks, showcases South Dakota’s grit (the raw adventure of the fields) and grace (the hospitality extended to hunters), inviting enthusiasts to answer the call of their greatest hunt in South Dakota.
“South Dakota Travel Insights Emails” – Gold Magellan Award
These quarterly emails utilized seasonal-based puns, graphics, and copy to entertain while providing important tourism-related data.
“So Much South Dakota, So Little Time” integrated campaign – Silver Magellan Award
Through extensive research, it was learned that travelers who did visit South Dakota found they didn’t have enough time to experience it all. This time-based insight, paired with the strategic opportunity to position South Dakota as a haven for jaded, mystery-starved travelers led to a bold, fresh new campaign: “So Much South Dakota, So Little Time.”
“South Dakota Shoulder Poster Mailer” direct mail piece – Silver Magellan Award
Designed for potential road-trippers, the mailer highlighted Travel South Dakota’s “Great Finds” digital passport and folded out to reveal a massive watercolor print of Custer State Park by David Owens.
Travel Weekly’s Magellan Awards honor outstanding design, marketing and services in a broad range of industry segments including Hospitality, Travel Destinations, Cruise Lines, Online Travel Services, Airlines and Airports, Travel Agents and Agencies, Tour Operators and Ground Transportation. Entries do not compete with one another but are judged by industry leaders and experts based a standard of excellence. Travel Weekly is a division of Secaucus, New Jersey-based Northstar Travel Group, the largest business-to-business travel publisher in the world.
A full listing of winners can be found at https://www.travelweeklyawards.com/winners.
The South Dakota Department of Tourism is comprised of Travel South Dakota and the South Dakota Arts Council. The department is led by Secretary James D. Hagen.
- “So Much South Dakota, So Little Time” television commercial: https://youtu.be/L8GP1quvhVg?si=2MBvF02nRUhynALe
- South Dakota Hunt the Greatest campaign: https://www.dropbox.com/scl/fi/qfgpcyxax7f1pgcvne75s/SDT21_GFPCampaign_Print_MagazineAds_Mockups.pdf?rlkey=3cfkmjznqtxmwtnl4hhnjompt&dl=0
- South Dakota Travel Insights email: http://travelinsights.lsdev1.l-s.com/
- “So Much South Dakota, So Little Time” integrated campaign: https://sdvisit.com/2023-marketing-campaign
- South Dakota poster mailer direct mail piece: https://www.dropbox.com/scl/fo/kp1h5xv7hrmc8gp7qw61w/h?rlkey=lmtxqu8gq9v99kvvdw9kayzj9&dl=0
Katlyn Svendsen, Global Public Relations & Content Services Senior Director
Travel South Dakota
Email: [email protected]