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February 2007 - 2010 Initiative Summary
You may download and print the
February 2010 Summary in Adobe Acrobat (PDF).
Accomplishing the 2010 Initiative will take the Office of Tourism, the visitor industry and
the State of South Dakota to a whole new level. I welcome your feedback and
suggestions regarding this summary report. The second page of this report
highlights key statistics from the South Dakota Travel Monitoring System (sdvisit.com).
GOAL ONE: Double Visitor Spending from $600 Million to $1.2 Billion by 2010
| Tourism Office Funding Update: |
January
2006 |
January
2007 |
% Change |
| Deadwood Gaming Tax |
$163,233 |
$194,854 |
19.4% |
| Tourism Promotion Tax |
$268,537 |
$301,510 |
12.3% |
| Total
Monthly Deposits |
$431,770 |
$496,364 |
14.96% |
| FYTD 2007 vs. 2006 |
$5,992,432 |
$6,280,977 |
4.8% |
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1A. Change the way we market South Dakota
- Travel Agent Marketing: Created a TravelSD.com travel agent web
page, which offers an online opt-in form for the Travel Trade E-newsletter,
but also includes links to other parts of TravelSD that travel agents might
find useful.
- Enhanced Newspaper Advertising: The 2007 Great Getaways newspaper
insert co-op will have a new format and marketing plan: three full-color,
magazine-style marketing pieces for the peak season for insertion in
newspapers in Iowa, Nebraska, Minnesota, and South Dakota. One piece covers
the northeast, one covers central South Dakota, and the other covers the
southeast. Each piece will have a circulation of 660,000 and will be inserted
beginning in early May.
- Target Market Blitzes: The Office is reaching out to journalists
and travel agents and group tour operators in key markets to leverage other
paid media efforts. The PR and Media team conducted a blitz campaign in
Milwaukee and Madison, Wisconsin, with six appointments. The team is also
preparing for appointments in Denver and Minneapolis for March. The Trade
Sales team coordinated Denver sales blitz arrangements for Tourism staff, CVB
representatives, and regional tourism associations and they continue to work
on arrangements for a Minneapolis Sales Blitz in March.
1C. . . .greater use of partnerships and cooperative efforts
- Cooperative Local Community Marketing: Developed timeline and
specifics for two mailers for a marketing partnership with CVBs across the
state:
- Events direct mailer will be free to participate and each CVB can have up
to five events that take place May through September. The other is a local
flavor co-op mailer which is fee-based. Mailer can include travel specials,
events, attractions and up to 50 words and picture submitted by each CVB.
- See South Dakota Week Coop: Tourism is also developing the See
South Dakota Week campaign with CVBs. A new aspect of this promotion is a
match program, whereby Tourism is offering to match a CVB marketing proposals
up to $1,000. Deadline to submit a proposal is March 15. See America Week also
includes PR effort with radio stations/media interviews in local communities.
1E. Capitalize on the existing outdoor opportunities in our state
- Media Activity Highlights: Compilation of earned media: February –
estimated ad value of $59,645 with circulation of 295,811; 2007 – estimated ad
value of $74,059 with circulation of 672,364; and Fiscal Year 2007 – estimated
ad value of $603,041.90 with circulation of 12,128,803.
- Outdoors Hostings:
- Hosted 7 journalists on an ice fishing FAM trip near Webster.
- Developing a hosting trip for Rob Fancher from Rhode Island and seven
writers from key outdoor publications (Outdoor Life, Field and
Stream, Sports Afield, American Hunter, etc) and list of
freelancers on a pheasant hunt in southern South Dakota.
Office of Tourism Statistics for February
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