2/20/2026
PIERRE, S.D. – Travel South Dakota won seven awards across multiple categories this week at the Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards for travel marketing excellence.
“Earning seven Adrian Awards is a testament to the creativity and strategic collaboration behind Travel South Dakota’s marketing efforts,” said James Hagen, Secretary of the South Dakota Department of Tourism. “These campaigns showcase the strength of our partnerships and the power of storytelling in driving measurable tourism growth across our state.”
Now in its 69th year, the Adrian Awards represent the largest and most prestigious competition dedicated to travel marketing. The awards recognize exceptional achievements across advertising, digital marketing, public relations/communications, and integrated campaigns.
Standing out for its creativity and measurable impact, Travel South Dakota’s work was selected from more than 800 global entries. Travel South Dakota, in partnership with Karsh Hagan, Lou Hammond Group, Love Communications, Miles Partnership, and Lawrence & Schiller, proudly earned the following 2025 Adrian Awards:
Gold: Best of Category*: GoPro on Winter Adventure in South Dakota
(Influencer/Content Creation – Paid Media Only)
This campaign repositioned South Dakota as a year-round destination by spotlighting winter. This effort showcased high-adrenaline winter experiences and iconic landscapes through more than 40 pieces of content, including content on GoPro's channels, generating 22.2 million impressions and more than 30,000 social media interactions.
*The designation of “Best of Category” means the entry received the highest score in its budget range. Travel South Dakota earned two “Best of Category” designations.
Gold: All Types of Crazy Welcome
(Consumer Brand Campaign)
The “All Types of Crazy Welcome” campaign invited a younger, more diverse generation to the Sturgis Motorcycle Rally while honoring its raw, rebellious roots — and ultimately increasing attendance at the annual event.
Gold: Arts and Culture
(Consumer Brand Campaign)
This campaign set out to shift perceptions of South Dakota’s arts and culture scene by using visually rich video, digital, social, and long-form documentary storytelling. This campaign achieved a 195:1 return on investment and generated $9.8 million in attributed lodging revenue.
Silver: Best of Category*: Forever 605
(Purpose-Driven Campaign)
To inspire action, this iteration of the Forever 605 campaign focused on three stewardship efforts, using humorous animated storytelling to drive responsible travel and contributing to nearly $10 million in estimated lodging revenue statewide.
Silver: “So Much South Dakota, So Little Time”
(Consumer Brand Campaign)
This brand campaign emphasized South Dakota’s appeal as a spontaneous destination, inspiring travelers to stop waiting and start planning. Overall, it drove a 236% year-over-year increase in on-site conversions.
Silver: Social Media Influencer Campaign
(Influencer/Content Creation)
This social media program engaged new audiences by partnering with influencers focused on travel, outdoor adventure, family, and road trip niches. The program delivered long-term audience growth, generating more than 29,000 new followers, a 340% year-over-year increase.
Silver: South Dakota’s Apple Maps Guide Program
(Influencer/Content Creation – Owned Media)
Travel South Dakota launched eight in-app travel guides within Apple Maps between April 2024 and March 2025. The program delivered 175,105 unique guide views, 20,135 "tap place" actions showing deep engagement, and 10,431 website visits, all achieved without paid promotion.
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:
For downloadable imagery representing the award-winning work, please visit this link. Credit Travel South Dakota.
About HSMAI
The Hospitality Sales & Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Commercial Strategy Conference, Sales Leader Forum, and Adrian Awards. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with more than 30 chapters in the Americas Region. Connect with HSMAI at hsmai.org.
CONTACT
Katlyn Svendsen, Global Public Relations & Content Services Senior Director
Travel South Dakota
Email: [email protected]