5/27/2026
PIERRE, S.D. – As travelers across the country plan summer getaways and look for meaningful ways to experience America’s milestone year, Travel South Dakota’s newly launched “Free to Roam” campaign is inspiring visitors to rediscover the freedom of the open road.
Launched in March, the campaign reminds travelers of the adventure, spontaneity and freedom found in open exploration. Inspired by the spirit of America’s 250th anniversary, “Free to Roam” encourages visitors to experience travel on their own terms while showcasing South Dakota’s wide-open landscapes, outdoor adventures, arts and culture, and authentic experiences.
Early results indicate the campaign is resonating with audiences. From March 1 through April 30, the campaign generated a 174% increase year-over-year in travel-planning activities on TravelSouthDakota.com, along with more than 402,600 clicks (meaning a person clicked an ad instead of just seeing it), a 99% increase compared to the same timeframe last year. Click-through rates increased 63% year-over-year, while impressions totaled 53.8 million, up 22% year-over-year.
Creative testing showed potential travelers immediately connected with the “Free to Roam” concept, noting the campaign captured the feeling of exploring independently and stood apart from traditional tourism advertising. The campaign strategy reflects evolving traveler behaviors, including increased interest in road trips, flexible itineraries, and destinations that offer authentic experiences away from rigid schedules.
“South Dakota offers visitors the freedom to travel as it should be — open, authentic, and full of possibility,” said James Hagen, Secretary of the South Dakota Department of Tourism. “The ‘Free to Roam’ campaign captures the spirit of adventure travelers are seeking today while showcasing the incredible variety of experiences waiting across our state.”
At the center of the campaign is one of South Dakota’s key advantages: the ability to experience multiple types of travel experiences in a single trip. The “Free to Roam” campaign highlights the state’s versatility by showing visitors moving seamlessly from hiking in the Black Hills, relaxing on Missouri River beaches, and enjoying arts & cultural attractions and family-friendly adventures along the way.
Geographically, the campaign focuses on South Dakota and 12 core regional markets, including North Dakota, Minnesota, Wisconsin, Iowa, Illinois, Missouri, Wyoming, Montana, Colorado, Nebraska, Kansas, and the Dallas media market, while also expanding into 11 high-growth states including Texas, California, Arizona, Florida, Nevada, Utah, North Carolina, Michigan, Indiana, Ohio, and Washington, D.C.
Creative elements rotate seasonally, with high-impact placements running across television and connected TV during marquee sporting events like March Madness and the NBA and NHL playoffs. Additional campaign elements include digital, video, audio, social, print, podcast, and out-of-home advertising placements. This summer, out-of-home boards in Kansas City will help capture audiences visiting for the World Cup.
“Free to Roam” launched in March and will refresh seasonally throughout the year to continue driving awareness, consideration, and travel-planning activity for South Dakota. The timing pairs well as higher gas prices continue to turn regional travelers away from expensive air travel or cross-country road trips, leading them instead to South Dakota.
“As gas prices continue to fluctuate, more and more people are learning that South Dakota is the ultimate affordable road-trip destination,” said Hagen. For more inspiration and travel planning resources, visit TravelSouthDakota.com.
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.
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Media Notes: A link with downloadable campaign assets, including video, can be accessed on SDVisit.com.
CONTACT
Katlyn Svendsen, Global Public Relations & Content Services Senior Director
Travel South Dakota
Email: [email protected]