Announced on March 23, 2021, “Go Great Places” is the latest marketing campaign of South Dakota Tourism, a tweak from 2020’s “Great Places are Waiting.”, that aimed to rediscover & inspire the love of exploration in The Mount Rushmore State.
The Department of Tourism looks ahead to the 2021 peak travel season by adjusting the marketing strategy to mimic the ever-changing travel intent of consumers is critical – especially after the challenges of traveling in 2020.
According Department of Tourism, the 2021 marketing campaign theme “Go Great Places” encourages travelers to embark on road trips, discover outdoor adventures, seek wide open spaces, and explore South Dakota when the time feels right for them.
The Department of Tourism is utilizing a phased messaging approach. With solid storytelling and emotional messaging, as traveler sentiment and overall outlook for travel changes, the message will adjust accordingly.
“Go Great Places” campaign’s efforts is planned to include national and regional magazines; cable and broadcast television; digital; social media and influencer partnerships; inspirational direct mail pieces; podcast sponsorships; traditional and online radio; ongoing public relations outreach; international and domestic trade efforts; and out-of-home placements across billboards, gas station pump advertising, street kiosks and grocery stores.
Marketing efforts also will leverage interactive video to drive further consumer engagement, as consumers continue to spend more time on mobile devices and view video content.
The department also partners with many communities across the state through a co-op marketing program which allows further extension of marketing dollars, added diversity in content the state is promoting, and reach into additional markets.
Community co-op partners in 2021’s marketing campaign include the Aberdeen Hotel Alliance/Aberdeen Area Convention & Visitors Bureau, Black Hills and Badlands Tourism Association, Custer BID Board, Custer State Park, Deadwood Chamber of Commerce & Visitors Bureau, Hill City Chamber of Commerce, Hot Springs BID Board, Mitchell Convention and Visitors Bureau, Pierre BID #1, City of Sturgis, Visit Spearfish, Watertown Convention & Visitors Bureau and Yankton Convention and Visitors Bureau.
As support to the “Go Great Places” campaign, samples of the marketing materials, a set of high resolution photos of tourists enjoying the state’s attractions, sample of 2021 television placement and detailed marketing strategy also has been prepared by South Dakota’s Department of Tourism.