2008 Shoulder Campaign: Advertising Strategies

Shoulder Season Marketing

Governor Rounds’ 2010 Initiative calls us to focus new energy and investment on expanding the fall shoulder season. The Office of Tourism has developed an aggressive marketing campaign to lure visitors to South Dakota this autumn.

Continuing the three-tiered approach and the utilization of extensive research, the Office of Tourism’s 2008 shoulder season marketing is intended to draw specific groups of South Dakota visitors. The campaign includes a combination of television, print, radio and online marketing to attract residents of our target markets to come to the land of Great Faces and Great Places.

Tier one markets will see image-based ads that build awareness of South Dakota and entice consumers who haven’t been to the state to learn more.

    Tier 1 States:    Wisconsin

Tier two markets consist of travelers who are closer to South Dakota and are encouraged to explore the many wonders South Dakota has to offer.

    Tier 2 States:    Minnesota    Nebraska

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 state’s many unique events.

    Tier 3 States:    Iowa   South Dakota

Cooperative Partnerships

In addition to Tourism’s assertive marketing effort, the 2008 shoulder campaign also includes cooperative partnerships with the Deadwood Chamber and Visitors Bureau, Rapid City Convention and Visitors Bureau, Custer State Park, and the Black Hills Badlands and Lakes Tourism Association.

Deadwood Chamber and Visitors Bureau states:

    Colorado    Wyoming    South Dakota

Rapid City Convention and Visitors Bureau states:

    Illinois    Minnesota    South Dakota

Custer State Park states:    Colorado   South Dakota

Black Hills Badlands and Lakes Tourism Association providences:

    Manitoba, Canada

The Office of Tourism welcomes new cooperative partnerships. For more information or to submit a proposal, call (605) 773-3301.