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Department of Tourism Launches Summer Marketing Campaign


PIERRE, S.D. – The South Dakota Department of Tourism’s summer marketing campaign is in full swing and already drawing attention from travelers.

The 2015 campaign theme is “My Great Place,” which was developed in partnership with Lawrence & Schiller Marketing and Advertising of Sioux Falls.

“The 2015 theme is a brand new campaign that allows the visitor to determine for him or herself what their great place is in South Dakota,&rdqou; said Jim Hagen, Secretary of the Department of Tourism.

So far, the campaign has been performing well. Recent statistics show that year-to-date, inquiries are up 17.9 percent, hotel occupancy is up 4.6 percent, and revenue sources such as the BBB tax and tourism promotion tax are showing increases.

The peak season campaign consists of network and cable television, newspaper inserts and promotional efforts running in Denver, Colo.; Kansas City, Mo.; Madison and Milwaukee, Wis.; Minneapolis, Minn.; and Omaha, Neb. The department is also placing national magazine advertising in women’s publications such as Midwest Living and Better Homes & Gardens, and in niche magazines such as National Geographic Traveler and National Parks Magazine.

In addition to this traditional marketing, the department has comprehensive digital, social and promotional campaigns. The department is also placing a special emphasis on the Minneapolis market this spring and summer.

“Minneapolis continues to be a market that shows amazing growth potential for us,” said Hagen. “Even though we’ve been marketing there for 20+ years, we still need to get in front of them in a big way and keep South Dakota first in their minds as a vacation destination.”

Beginning in April, the department placed larger-than-life images throughout the Minneapolis skyway system, and is planning a street team effort in the skyways the week of April 20 with their Mount Rushmore mascots. The team will also meet one-on-one with area media and travel writers while in the city.

The South Dakota Department of Tourism is comprised of Tourism, the South Dakota Arts Council and the South Dakota State Historical Society. The Department is led by Secretary Jim Hagen.


MEDIA NOTE: Photos of the Minneapolis skyway creative are available upon request.


Wanda Goodman
South Dakota Department of Tourism
Phone: 605-773-3301