“Travel South Dakota” wins International Marketing Award | Community

Travel South Dakota’s entries were selected from more than 800 global entries submitted in 2023. A Presidential Award designation means the entry received the highest score within its budget. He will be awarded one President’s Award in each entry category for the small, medium, and large budget ranges. Gold Award winners will be automatically entered for consideration for a Platinum Award to be awarded at a later date.

Travel South Dakota has partnered with Karsh Hagan and Lou Hammond Group to honor the following 2023 Adrian Awards.

• Golden Presidential Award: South Dakota Travel — “South Dakota is full, time is short” integrated campaign (from business to consumer)

The goal of Travel South Dakota’s “So Much South Dakota, So Little Time” campaign is to transform the brand through strategic, behavior-based placements and tactics designed to inspire mystery-hungry travelers in their dream stages. The goal was to increase awareness and drive qualified traffic to TravelSouthDakota.com. Plan your vacation while influencing your itinerary and travel plans to South Dakota. The goal was to remain memorable to travelers through the use of purposefully selected images, including dynamic hand-drawn iconography, graphic elements, and hand-written text.

The campaign was a success, with media performance exceeding benchmarks by approximately 70% and garnering 180 million impressions to date. The campaign has already reported more than 2,100 flight bookings, more than 93,000 hotel reservations, and $22.6 million in hotel revenue, leading to a record 2019 in visitor numbers and visitor spending. It exceeds actual results.

• Gold: South Dakota Travel — “South Dakota Celebrates Corn Kid.”

When a viral interview turned into a catchy social media song propels “Corn Kid” Tariq to global stardom, the Travel South Dakota team uses the momentum to draw media attention to South Dakota. I started taking action.

Tariq and his family were invited by Mitchell to be appointed as South Dakota’s “Corn Ambassadors.” The honor included a press conference, media coverage, social media content, a public proclamation from Governor Noem, and “Corn Ambassador.” An itinerary developed for visitors who wish to travel like Tariq.

The campaign generated 46.6 billion impressions, 2,329 earned media appearances across print, digital and broadcast, 1.3 million likes and 7.1 million views across all social channels, and media value. reached $69.7 million.

• Silver President Award: South Dakota Travel — “So Much South Dakota, So Little Time” Ad (Connected TV/Streaming/Linear)

Unlike its competitors, South Dakota still retains that rare element of surprise that was so closely associated with travel. Recognizing that what is thought to be South Dakota’s weakness is actually its greatest strength has positioned the state as a haven for weary, mystery-hungry travelers. . result? “There’s a lot of South Dakota, but there’s little time.”

Instead of montage and collage-like visuals that relied on found footage, more intentional and carefully selected images were explored. And rather than simply listing things to do, the script inspired a love of mystery and spontaneity in travel. Utilizing the realm of storytelling, the campaign followed one family and one couple to create a personal connection with viewers. Brand new photo and video color processing, authentic sounding his VO and music, dynamic hand-drawn iconography and graphic elements, and hand-written text were all implemented to enhance Travel South Dakota’s creative.

During the campaign, the video generated 9,608,662 impressions and drove more than 28,590 hotel and flight bookings this summer. The video is also part of a larger integrated campaign that has generated $22.6 million in revenue for the hotel to date.

• Bronze: South Dakota Travel — “So Much South Dakota, So Little Time” Advertisement (Print)

Celebrating South Dakota as an undiscovered and simple travel destination, the print ad was designed to create a more personal connection with viewers, inspiring a love of mystery and spontaneity in travel, while also encouraged me to explore destinations outside of my comfort zone.

During the campaign, print advertising helped power a large-scale, integrated campaign that generated more than $28 million in hotel revenue and surpassed a record 2019 performance in visitor numbers and visitor spend. Contributed. Advertisements were placed to his more than 6.3 million potential visitors nationwide through publications such as Outside Magazine and National Geographic.

• Bronze: South Dakota Travel — “So Much South Dakota, So Little Time” Advertisement (Brand Campaign)

The goal was to use current data to attract people who stay in South Dakota longer, advocate for the state, and become repeat customers. A media plan including TV and video, podcasts and streaming audio, digital, social, traditional print, and more was executed with integrated campaign elements such as hand-drawn iconography and text titled “So Much South Dakota, So Little Time.” I did.

“Stimulating creative and effective engagement is the name of the game in tourism marketing,” said James Hagen, Secretary of Tourism. “Our team is committed to telling South Dakota’s stories in innovative ways that resonate with our audiences. With these awards, it’s clear that we achieved our goals. is extremely proud of our team at Travel South Dakota, Karsh Hagan and Lou Hammond Group.”

“The Adrian Award celebrates the innovation and ingenuity that drives our success and recognizes marketing leaders who go above and beyond to literally ‘open the door’ to exploration and excitement,” said HSMAI President. said Robert A. Gilbert, CEO and CHME, CHBA. “Their work has inspired the world to get out and make memories through travel, and HMAI is proud of them.”