Peak into 2022's BH&B/SDT Co-op Marketing Campaign | Black Hills & Badlands - South Dakota

Peak into 2022's BH&B/SDT Co-op Marketing Campaign

  • Peak into 2022's BH&B/SDT Co-op Marketing Campaign
Phone: 
(605) 355-3600

March marks our kick-off to spring travel to the Black Hills and Badlands region through our peak co-op campaign in partnership with the South Dakota Department of Tourism.

This peak co-op campaign is vital to our marketing efforts. It amplifies our reach, puts the beauty of our region, message and member businesses in front of large audiences and increases brand awareness.

The $270K ($135 BH&B / $135K SDT) campaign is a large part of our robust year-round marketing campaign. Peak marketing runs from March through August.

Focus

This year's program focuses on the traveler 'comfortable leaving home' to our surrounding drive and fly markets.

"Searches with a longer window of 22 to 90 days in advance of travel dates accounted for more than 35 percent of searches in Q2, up nearly 25 percent compared to the first quarter of the year. This indicates that travelers are feeling more confident to start booking on the back of loosening global restrictions."

- Skift, Research and Travel Trends

Target marketing will continue focusing on statewide over regional only ad placements. This builds off the strong presence both the Black Hills and Badlands and the state of South Dakota have gained at the national level over the last two years.

Media Mix

The strategic media mix includes many familiar tactics — our member-driven print ads, direct mail co-op, engaging digital and social ads, digital audio and inspiring cable, connected TV, and interactive TV spots. We are also introducing a new tactic in our mix — vehicle wraps, which will be placed on 13 rideshare vehicles in the Minneapolis area.

Digital Display

Video


 

Interactive TV

Social Video


 

Audio

 

Instant Experience


Rideshare Vehicle Wraps


Driving Traffic

These efforts are estimated to produce over 22.5 million impressions which will work together to drive traffic to BlackHillsBadlands.com.

We're excited to see this marketing program inspire even more people to visit the Black Hills and Badlands while increasing exposure to our members. For more information, please contact Greg Valladolid, Vice President of Marketing, at greg@blackhillsbadlands.com or 605-355-3600.