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We continue to build on the success of the Giant Step co-op program, and
here is program and registration information for the 2008 Giant Step Co-op.
The Goal
The South Dakota Visitor Industry has been challenged by
Governor Mike Rounds and the people of South Dakota to double
visitor spending in the state from $600 million to $1.2 billion
by the year 2010. In our efforts to reach the first goal of the
2010 Initiative, we as an industry have worked together to
stretch our marketing dollars through cooperative efforts. The
flagship of the Office of Tourism’s coop programs is the
Giant
Step magazine program.
The Program
Giant Step provides our industry partners the opportunity to
have advertising exposure in nationally-recognized women’s,
family and outdoor magazines. These three-page ads consist of
sweeping South Dakota imagery and themes. Each ad has up to five
partners and will run at least twice during Peak season
and once in Shoulder.
Along with the advertisement, Giant Step partners also
receive premium placement on the homepage of
www.TravelSD.com and are given a free page, photos, video
and pod cast opportunities within the site. Partners may also
list their inventory with Black Hills Central Reservations.
The Publications
- Better Homes and Gardens, Feb. and April
(1,079,000 circ.)
- Budget Travel, May (149,100 circ.)
- Camping Life, March and May (82,155 circ.)
- Family Circle, March, April and June (589,167
circ.)
- Field & Stream, May and June (1,500,000 circ.)
- Guideposts, April and June (2,345,000 circ.)
- Ladies` Home Journal, Feb., March and May
(543,000 circ.)
- Midwest Living, March/April and May/June (950,000
circ.)
- Parents, March, April and May (314,525 circ.)
- Travel 50 & Beyond, Winter, Spring and Summer
(115,000 circ.)
The Price
The price of the co-op marketing program is $4,000.
The Deadline
The registration deadline was Oct. 24, 2007.
Limited to 40 partners. First come, first served.
Click here to register.
FOR INFORMATION
Melissa Bump, Industry Relations Manager, (605) 773-3301
melissa.bump@state.sd.us
PROGRAM BENEFITS
Magazine Advantages
- You are one of five or fewer partners in a three-page,
four-color ad.
- Program circulation increases to 15.2 million in 2008
versus 11.7 million in 2007.
- Publication variety means broader demographic reach.
- You receive a minimum of two ads in Peak season and one
in Shoulder for $4,000 (that's a 30-60% cost savings due to
the frequency and volume of ads).
- Most publications provide custom editorial content about
South Dakota.
- Our Giant Step partners receive lead generation and
online presence on publisher web page.
Web Benefits
- Greater exposure with banner ad mimicking Giant Step ad on the
www.TravelSD.com homepage.
- Interior page with your information, photos and links.
- Partner video allowing you to tell your story in your own
words.
- Links to corresponding travel specials on
www.TravelSD.com.
- Ability to track effectiveness based on individual partner click-through rates
and reader service leads.
- Option to include a downloadable travel guide, brochure or
rack card on your
www.TravelSD.com interior page.
More Reasons to Participate
- In an online survey conducted by Midwest Living,
South Dakota Giant Step ads ranked #1 for brand association
and #2 for total recall against other travel industry
creative.
- Research shows that magazine advertisements are the most
likely medium to generate an online search for more
information.
- 84 percent of adults read magazines.
- 88 percent of moms have read a magazine in the last week.
- Last year South Dakota and our partners enjoyed $1 million
worth of value added exposure in our partner publications.
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