Shifting to Shoulder — A Look at the 2022-23 Shoulder Season Co-Op Campaign | Black Hills & Badlands - South Dakota

Shifting to Shoulder — A Look at the 2022-23 Shoulder Season Co-Op Campaign

  • Shifting to Shoulder — A Look at the 2022-23 Shoulder Season Co-Op Campaign
(605) 355-3600

As the seasons change so do our marketing tactics of our 2022-23 Shoulder Season Co-op Campaign, in partnership with the South Dakota Department of Tourism (SDT).

The Shoulder campaign builds off of summer travel to our region showcasing and encouraging travel through fall and winter.

These co-ops, combined with our internal marketing and communications strategies, ensure that our region is attracting visitors year-round. BH&B and SDT each contributed $60,000 to the campaign, for a total investment of $120,000.

The campaign started mid-August and will run through February 2023 with an estimated impact of over 6.8 million impressions.

Tactics & Audiences

The Shoulder campaign shifts focus to people who will travel, but looking to trim around the edges of their travel spending. The campaing directly compliments our Peak season efforts.

Focus of travelers in 2022

  • Value destinations
  • Road trips
  • Price point flexibility
  • Extras for less

Lawrence & Schiller, a marketing and advertising agency, has developed a strategic plan to meet our goals. The campaign combines a savvy media mix of paid search, display advertising, direct mail, social media video and audio tactics.

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

Direct Mail

The mailer launched in to over 25K homes, inspiring viewers to visit the Black Hills and Badlands region of South Dakota during our fall season.

This year's partners Include:

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

Thank you for your participation!

Social / Digital / Rich Media / Audio

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 visitors to learn more about local activities and visit the beauty the Black Hills and Badlands area offer during our shoulder season.


Striking images of and monumental exploration will greet video viewers in the early shoulder season to audiences.

We are excited to have the opportunity to continue our partnership with the South Dakota Department of Tourism through these co-op campaigns. The coop campaigns inspire both new and returning visitors to choose the Black Hills and Badlands as their fall/winter destination.

For more information, please contact Greg Valladolid, Vice President of Marketing, (605) 355-3600.