Peak Season Campaign: Advertising Strategies New Page 1
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Shoulder Campaign: Advertising Strategies

Advertising Strategies

As one of the focuses of the 2010 Initiative, expansion of the shoulder season marketing campaign continues to be aggressive in 2007.

We all know South Dakota is home to Great Faces and Great Places, and Tourismís marketing campaign and cooperative programs are in place to help entice visitors to come your way. Continuing with the three-tiered approach, the shoulder season campaign will target the following markets:

Tiers 1 and 2

Tier one markets will see image-based ads that build awareness of South Dakota and entice consumers who havenít been to the state to learn more. Tier two markets consist of travelers closer to South Dakota who may have already visited and are encouraged to explore the more wonders South Dakota has to offer.

Tier 1 and 2 States: Wisconsin, Minnesota, Nebraska

Tier 3

Tier three market efforts encourage potential travelers from nearby markets and our own residents to travel in South Dakota for an easy weekend getaway at one of the stateís many unique events.

Tier 3 States: North Dakota, Nebraska, Minnesota, Iowa


Television, Radio, Newspaper and Internet

The campaign again includes television, radio and newspaper ads featuring South Dakota travel specials. Additionally, we will continue our presence on the World Wide Web.

View a Peak Season Television Ad (wmv 1,872 KB)

View a Shoulder Season Newspaper Ad - PDF

Listen to  a Shoulder Season Radio Ad - mp3

Visit - Online

Giant Step Co-op

Six new Giant Step magazine ads will reach homes across the United States this fall. These ads feature the beautiful fall splendor of South Dakotaís scenery, including Spearfish Canyon, Bear Butte, a buffalo herd, Mount Rushmore National Memorial, Palisades State Park and pheasant hunting. With a combined circulation of 5.7 million, these ads will be placed in Family Circle, Family Fun, Ladies Home Journal, Midwest Living, Wondertime, Budget Travel, Cabin Life, Field & Stream, Outdoor Life, Travel + Leisure Family and Travel 50 + Beyond.

Midwest Living - PDF

Budget Travel - PDF

Family Circle - PDF

Ladies Home Journal

Outdoor Life - PDF

Wondertime - PDF

Great Getaways

Another pillar of South Dakota Tourismís shoulder season campaign is the Great Getaways newspaper insert. A new format and cover photos give this piece a fresh look. This piece makes its appearance in the following newspapers: Fargo Forum, Sioux City Journal, Albert Lea Tribune, Worthington Daily Globe, Ames Daily Tribune, Fort Dodge Messenger, Le Mars Daily Sentinel, Mason City Globe Gazette and Spencer Daily Reporter. Used to promote the Great Lakes, Glacial Lakes and Prairies and Southeast South Dakota regions, the insert promotes South Dakota as a great vacation destination just a short drive away.

Great Getaways Insert Ė PDF