Shoulder Season Co-Op Campaign Inspires Visitors | Black Hills & Badlands - South Dakota

Shoulder Season Co-Op Campaign Inspires Visitors

  • Shoulder Season Co-Op Campaign Inspires Visitors
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This month we’re launching our 2019-20 Shoulder Season Co-op Campaign, in partnership with the South Dakota Department of Tourism (SDT). We’re building off of the marketing momentum of our recently completed 2019 Peak Season Co-Op Campaign to promote the region during the fall and winter seasons. These co-ops, combined with our marketing and communications strategies, ensure that our region is attracting visitors year-round.

BH&B and SDT each contributed $50,000 to the campaign, for a total investment of $100,000. Lawrence & Schiller, marketing and advertising agency, developed a plan that has been approved by the BH&B Marketing Committee. The campaign combines a savvy media mix of social media, digital marketing, Digital Audio (Pandora), direct mailers and connected TV.

Social media campaigns will be through Facebook and Facebook Retargeting ads, Instagram and Pinterest and incorporate digital ads with rich media, banner displays and retargeting ads. These elements incorporate beautiful imagery to inspire potential visitors to learn more about local activities and visit the Black Hills and Badlands area during our off season.

The campaign continues to build our brand in our primary geographic target markets—Minneapolis, Omaha, Denver, Des Moines and Chicago. The secondary geographic markets include the states of Minnesota, Nebraska, Colorado, Iowa, Illinois, and South Dakota. The niche audiences focus on leaves and drives, food and drink, events and festivals, and parks and hikes. Each niche is supported by awe-inspiring creative that has a strong call to action and drives visitors to our website,

The campaign will run from September to February. BH&B and SDT plan to launch the 2020 Peak Season Co-op Campaign in March 2020.