Travel South Dakota’s “So Much South Dakota, So Little Time” fall campaign proved to be a huge success, delivering over 12.2 million impressions and 37,000 clicks to TravelSouthDakota.com. The campaign generated $127 million in hotel and flight booking revenue, with 841,000 searches and 55,800 bookings. Despite low consumer confidence and short booking windows, travelers were still looking for deals and quick vacation options. Expedia, Tripadvisor, and Hopper were utilized to leverage past successful tactics, focusing on deal-based messaging and partnerships.
With 96% of travelers planning to travel this fall and 72% revisiting destinations, Travel South Dakota focused on regional drive markets and repeat visitation. Kansas City was added as a primary market, along with a partnership with the Minnesota Timberwolves. The department’s winter campaign is set to launch soon, with paid advertisements at national and regional levels across streaming TV, broadcast, and digital channels.
Overall, the innovative marketing tactics and updated imagery of the fall campaign helped drive significant revenue and interest in South Dakota as a travel destination during the late tourism season. With a focus on providing value for travelers and accommodating their needs for quick and affordable trips, Travel South Dakota has proven successful in adapting to changing consumer behaviors and preferences.
Source
Photo credit www.yankton.net
