PIERRE, S.D. – Travel South Dakota has launched a new winter-focused marketing campaign that promotes late-season travel to the state.

It’s never too cold to have too much fun in South Dakota! Recent research suggests that consumers feel time is passing faster than ever and that summer simply isn’t a long enough window to accomplish all their travel wishes. The campaign launched by Travel South Dakota thereby reinforces that vacations shouldn’t be limited to June, July, or August.

Historically, Travel South Dakota’s marketing campaign strategy during winter months promoted year-round travel, focusing more on early planning for a spring or summer trip in South Dakota. The goal was to inspire potential visitors as they gathered with friends and families over the holidays and started talking about the year ahead or as a relief to those tired of winter’s shorter days and cold nights. Now, the goal is to encourage winter travel by promoting a variety of seasonal activities like skiing, snowmobiling, spa days, snowshoeing, unique winter getaways, hiking, and cozying up by a fireplace.

The campaign went live on November 1, 2023, and will run through February 29, 2024. Target audiences span across the United States with an emphasis on Colorado, Illinois, Iowa, Minnesota, Nebraska, North Dakota, South Dakota, Texas, and Wyoming.

The campaign aims to garner more than 190 million impressions across a mix of paid media channels including connected TV (YouTube TV and Paramount+), local broadcast TV in select markets, audio, paid social, display, rich media, and print.

For more information about Travel South Dakota's winter campaign, head to

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.


Media Notes: Downloadable examples of the winter-focused campaign can be found here:


Katlyn Svendsen, Global Public Relations & Content Services Senior Director
Travel South Dakota
Email: [email protected]


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