Travel South Dakota’s Fall Campaign Drives $127 Million in Tourism Revenue
Travel South Dakota launched the “So Much South Dakota, So Little Time” fall campaign, which ran from August to September. The campaign generated over 12.2 million impressions in key markets and attracted nearly 37,000 clicks to TravelSouthDakota.com. It resulted in 841,000 searches for hotels and flights and 55,800 bookings, bringing in $127 million in revenue.
As fall approached, consumer confidence declined, and many travelers hesitated to book trips. According to Intrepid Travel’s 2024 Outlook Survey, 70% of respondents aimed to save money by traveling during the off-season. In response, Travel South Dakota worked with platforms like Expedia and Tripadvisor to promote deals and attract customers.
Data from Tripadvisor showed 96% of travelers planned to travel this fall, with 72% looking to revisit previous destinations. This led Travel South Dakota to focus on regional markets and encourage repeat visits. Kansas City, MO, was added as a target market for fall 2024.
Here are two relevant “People Also Asked” (PAA) questions related to the interview with Secretary James D. Hagen on Travel South Dakota’s fall campaign success:
Interview with Secretary James D. Hagen on Travel South Dakota’s Fall Campaign Success
Editor: Thank you for joining us today, Secretary Hagen. Travel South Dakota recently launched the “So Much South Dakota, So Little Time” fall campaign. Can you share what inspired this initiative?
James D. Hagen: Thank you for having me. The inspiration behind our fall campaign came from the need to showcase the beauty and unique experiences South Dakota has to offer, especially as we transition into the cooler months. Despite a decline in consumer confidence, we recognized that many travelers were still eager to explore, particularly with the changing seasons. Our aim was to engage key markets and remind people that South Dakota’s offerings remain vibrant and accessible.
Editor: The campaign generated impressive statistics, including over 12.2 million impressions and nearly 37,000 clicks to TravelSouthDakota.com. What strategies did you employ to achieve this level of engagement?
James D. Hagen: We focused on targeted digital marketing strategies across various platforms, including collaboration with Expedia and Tripadvisor. By emphasizing deals and seasonal attractions, we appealed to budget-conscious travelers who prefer off-season trips. The data highlighted that a substantial portion of travelers were interested in revisiting past destinations, which aligns perfectly with our message to encourage repeat visits to South Dakota.
Editor: It’s interesting to note that the Intrepid Travel’s 2024 Outlook Survey indicated that 70% of respondents planned to save money by traveling off-season. How did this influence your campaign strategy?
James D. Hagen: The survey findings were crucial in shaping our approach. Understanding that a significant number of travelers are looking for value during their trips pushed us to accentuate affordable options and experiences in South Dakota. We tailored our marketing to speak directly to those concerns, promoting the diverse range of lodging and activities available at competitive prices.
Editor: You mentioned a shift towards targeting regional markets, with Kansas City being added for fall 2024. How do you determine which markets to target?
James D. Hagen: We analyze data from previous campaigns, market research, and traveler behavior trends. Kansas City, for instance, has shown a strong interest in both leisure and cultural experiences akin to those we offer, making it a natural fit. Our goal is to foster connections with nearby regions where travel is feasible and convenient, encouraging more visitors to experience the best of South Dakota.
Editor: Looking ahead, the winter campaign will soon launch. What can travelers expect from this initiative?
James D. Hagen: Our winter campaign will expand our outreach through a combination of streaming TV advertisements, broadcast, and digital channels. We want to ensure that our message reaches a broad audience, showcasing winter activities, scenic landscapes, and unique events that can be enjoyed in South Dakota during the colder months. We’re excited to share what our state has in store for travelers seeking winter adventures.
Editor: Thank you for your insights, Secretary Hagen. It’s clear that Travel South Dakota is not just adapting but thriving amidst changing travel dynamics.
James D. Hagen: Thank you for the opportunity to share our strategies. We’re committed to promoting South Dakota as a compelling travel destination throughout the year.
The winter campaign will launch soon, featuring advertisements on streaming TV, broadcast, and digital channels to reach a wider audience. Secretary James D. Hagen oversees the South Dakota Department of Tourism, which includes Travel South Dakota and the South Dakota Arts Council.