BH&B’s Road Trip Digital Campaign is an amplified multi-platform marketing initiative designed to expand reach and impact in priority drive markets across Eastern South Dakota, Colorado, Minnesota, Nebraska, North Dakota, Iowa, Wisconsin, and Illinois.
Built for multi-generational travelers, couples without children, young families, and retirees, the campaign is designed to meet travelers where trip decisions are already happening and help them move from interest to action.
At its core, the campaign is about making it easier for travelers to discover what fits them — and then turning that interest into a real trip.
Built around traveler desire
Instead of presenting businesses as a flat list, the campaign uses themed, section-based consumer emails that group participating businesses around different road-trip styles and traveler mindsets.
The sections carry the story. The businesses validate the story.
That approach makes the campaign feel curated instead of crowded, while still giving every participating business meaningful visibility.
The four email themes
- Your Classic Black Hills Trip — iconic experiences, recognizable landmarks, and easy basecamps
- Keep Everyone Happy — family-friendly fun and low-friction planning
- Take the Scenic Way There — open roads, detours, and route-based discovery
- Stay for the Character — history, local flavor, and distinctive stays
Campaign timing
The rollout is designed to build momentum in stages:
- Landing pages launch: July 10, 2026
- Direct email sends begin: July 14, 2026
- Social ads start: July 15, 2026
- Campaign runs through: September 1, 2026
How the campaign reaches travelers
BH&B will support the campaign through direct email to drive markets, targeted social ads, and thematic campaign landing pages with rotational partner display.
Together, those touchpoints help move travelers deeper into planning instead of stopping at a single click.
Planning gets smarter with Mindtrip
BH&B is also integrating Mindtrip Magic Links into the experience.
Mindtrip Magic Links are trackable, AI-powered URL tools that help turn inspiration into a customized itinerary. In simple terms, they let travelers move from a post, email, screenshot, or landing page into a personalized trip plan.
Travelers will be able to interact with Mindtrip on campaign landing pages and through email-linked experiences.
That means the campaign is no longer just showing people what to see — it is helping them actually build the trip.
What this means for members
For members, this adds a more intentional kind of visibility. Participating businesses will appear within themed travel ideas, alongside related experiences, and in a planning environment that helps travelers understand how each stop fits into the bigger trip.
Value goes beyond exposure. It is relevance. Businesses show up in context, at the moment travelers are deciding what belongs in their itinerary.
The takeaway is a campaign that helps travelers find their version of the Black Hills and Badlands trip, while giving members a stronger role in the planning journey.
