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Shoulder Campaign: Media Relations Activity

Media Relations Activity

In addition to paid media efforts in the shoulder season strategy, public relations and other grassroots media efforts in the target markets will be re-established. Public relations and earned media provide an additional mechanism to promote the state of South Dakota in an objective manner. Public relations will be utilized throughout the shoulder season campaign and work in concert with paid efforts to maximize our impact in the chosen markets.

The media relations team is proactive in the pursuit of earned media exposure to drive consumer travel choices to South Dakota. The team has planned an aggressive strategy to reach out to key journalists and media contacts in each of the target markets to persuade them to write about South Dakota’s unlimited opportunities. In addition, we have numerous hostings and familiarization tours planned this fall that will lead to articles and broadcast programming to lure more potential travelers to the land of Great Faces and Great Places.

Campaign Press Release

South Dakota Makes Headlines

The Office of Tourism arranges dozens of media hostings each year. We strive to receive impartial third party endorsements of our product, South Dakota. The celebrities, producers, editors and writers Tourism hosts take the South Dakota story and their first-hand experiences to the airwaves and pages of major publications.

  • Mount Rushmore graces cover of Travel America
    Direct result of Office of Tourism hosting

    Lee Harstad hosted Travel America editor Randy Mink in June. As a result, Mount Rushmore National Memorial is prominently featured on the cover of the October 2005 issue (JPG) for an article about traveling to patriotic places. The magazine reaches 245,000 readers. The article garnered the state more than $23,000 in ad equivalency. In addition to the October story, South Dakota is already on Travel America’s 2006 editorial calendar with stories about South Dakota on horseback in the March/April issue and South Dakota’s Great Lakes in the July/August issue.

  • Mickelson Trail featured in Endless Vacation

    The Office of Tourism worked with Ted Alan Stedman, a writer for Endless Vacation, in May. His piece about the Mickelson Trail appears in the September/October issue. The magazine has a circulation of 2.4 million.

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