A Seasonal Change — The 2021-22 Shoulder Season Co-Op Campaign | Black Hills & Badlands - South Dakota

A Seasonal Change — The 2021-22 Shoulder Season Co-Op Campaign

  • A Seasonal Change — The 2021-22 Shoulder Season Co-Op Campaign
Phone: 
(605) 355-3600

With the changing season, September marks the start of our 2021-22 Shoulder Season Co-op Campaign, in partnership with the South Dakota Department of Tourism (SDT).

The campaign builds off the strong summer momentum our region has seen this peak, or summer season. The Shoulder campaign is poised to showcase and encourage travel in fall and winter.

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.

The campaign started at the end of August and will run through February. Finally, meeting up in March with our 2022 Peak marketing.

Tactics & Audiences

The campaign continues to build on our focus on high-intent travel related audiences in our primary geographic target markets—surrounding drive markets. This directly compliments our Peak season efforts.

Lawrence & Schiller, a marketing and advertising agency, has developed a strategic plan to meet our goals. The campaign combines a savvy media mix of social media, digital marketing, online radio, direct mail and mobile video.

Components of the campaign are already finding their way to our audiences with additional creative on the horizon.

Direct Mail

The mailer launched to over 30,000 homes, inspiring viewers to visit the Black Hills and Badlands region of South Dakota during our fall season.

Partners Include:

  • Akela Spa
  • Campfire Cabins
  • Crazy Horse Memorial
  • Custer State Park
  • Deadwood Gulch Gaming Resort
  • Old MacDonald's Farm
  • Silverado Franklin Hotel
  • Sylvan Lake Resort
  • The Mammoth Site of Hot Springs
  • Rapid City
  • Visit Spearfish
  • Wall-Badlands Area Chamber of Commerce

Thank you for your participation!

Social / Digital / Rich Media

Social media campaigns will run through Facebook and Facebook Retargeting ads, and Instagram. They will compliment digital ads of 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 shoulder season.

Branded Video

Striking images of fall foliage and exploration will greet mobile video viewers in the early shoulder season to connected TV audiences.


We are excited to have the opportunity to continue our partnership with the South Dakota Department of Tourism through these co-op campaigns, and know that the campaigns inspire both new and returning visitors to come to the Black Hills and Badlands and increase exposure to our members. For more information, please contact Greg Valladolid, Vice President of Marketing, at greg@blackhillsbadlands.com or 605-355-3600.