My Great Place
South Dakota Tourism
How do you inspire travelers to choose South Dakota as their vacation destination? You invite them to find their Great Place in the state. The “My Great Place” marketing campaign for South Dakota Tourism is an invitation to experience something unique and special with the backdrop of icons like Mount Rushmore National Memorial, Custer State Park, Badlands National Park, the Missouri River and more.
Campaign Elements
Peeps Involved
- Team Synergy
- Team Steve
- Great Plains Motion Picture Co.
Year
- 2015 - 2017
Awards
- Magellan Award: Gold, Direct Mail
- Mercury Award: Best Print Advertising
- Adrian Award: Gold, Print Advertising
- ADDY Award: Best of Show, Television Campaign
- ADDY Award: Gold, Magazine Advertising
- ADDY Award: Gold, Cross Platform Campaign
- ADDY Award: Gold, Television
- ADDY Award: Silver, Out of Home
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finding what's great in south dakota
When visitors find their Great Place, they don’t just find a memorable destination, they also find something completely unexpected and somewhat unexplainable. To help illustrate this sentiment, inspiring imagery of South Dakota icons and scenery were used to promote the state on billboards and shopping mall entrances. Magazine spreads, direct mailers and unique outdoor placement further inspired people to find out more about the Rushmore State.
A series of award-winning direct mail pieces reached consumers at home, providing inspiration and fun, family-centric activities to spur conversation about a South Dakota vacation. Over the life of the campaign, we used pop-ups, stickers and even scratch-and-sniff executions to help visitors find their Great Place from home.
Television, cable and alternative television spots were targeted to specific audiences and placed on programming that matched their viewing habits to help inspire people to find their Great Place in South Dakota. As a result, the campaign garnered multiple awards over its run, and visitation to South Dakota has steadily inclined each year.
Visitation to South Dakota has steadily inclined each year.
