Black Hills & Badlands Tourism's (BH&B) Fiscal Year 2022 has concluded showcasing a massive array of creative content that enticed visitors to visit our region throughout the year.
BH&B promotes the region by leveraging national, regional and local vendors. This includes our matching dollar co-op partnership with South Dakota Department of Tourism.
Year-round campaigns can be broken up into two major flights: shoulder and peak.
Shoulder Campaign Overview
The FY2022 Shoulder Campaign promoted regional travel during the fall and winter months (September 2021 - February 2022). Thus continuing our year-round showcase of the Black Hills and Badlands. The co-op program supports our internal marketing and communications strategies, our mission to increase visitor traffic, trip duration and visitor sales to the region.
Peak Campaign Overview
BH&B's peak marketing consists of our greater partnership with SDT through their community co-op program, as well as the creative and placements we produce internally. Each campaign works with our efforts throughout the year to complement each other and enforce the BH&B message across all channels.
The Peak campaign promotes regional travel starting in February 2022 and ran through the end of August 2022. The campaign fulfills the inspiration and planning portion of the travel funnel, ultimately, leading into fall travel planning. This year's campaign focuses on the traveller comfortable leaving home which opened up a larger planning/booking window than previous COVID related time periods.
The Markets & Audience
Our year-round approach to marketing focuses our efforts in primary geographic markets — Minnesota, Colorado, Nebraska, Iowa, Illinois, and Texas — targeting audiences with the highest intent to travel.
Specific target audiences align with the greater marketing efforts SD Department of Tourism and focus on — families, searchers and wanderers.
The Creative
The campaigns combine a strategic mix of print, digital, audio, video/connected TV, out-of-home and social tactics to inspire visitors with stirking visuals of the Black Hills and Badlands and ultimately push traffic to BlackHillsBadlands.com and the members we represent.
Best of the Midwest
ABA Destinations
2023 Minnesota Vikings Season Yearbook
Midwest Rider
Direct Mail
Shoulder Direct Mail
Peak Direct Mail
Out-of-Home Vehicle Wraps
Digital Displays
SDT Co-op Peak Display
SDT Co-op Shoulder Display
BH&B Display
Social Media - Paid
Social Media - Organic
Audio
Video/Connected TV/Broadcast TV
Shoulder Video
Peak Video
The Results by Tactic
Total Display Impressions: 15.9M
Total Display Engagements: 33.8K
Total Direct Email Impressions: 40K
Total Direct Email Engagements: 6.5K
Total Paid Search Impressions: 428.2K
Total Paid Search Engagements: 69.8K
Total Print Impressions: 6M
Total Out-of-Home Impressions: 4.6M
Total Paid Social Impressions: 7.2M
Total Paid Social Engagements: 777.6K
Total Video Impressions: 9.6M
Total Video Engagements: 4.4K
Overall FY22 Campaign Results
Total Campaign Paid Impressions: 45.8M
Total Campaign Paid Engagements: 916K
Total Organic Social Impressions: 32.2M
Total Organic Social Engagements: 1.6M
For more information on our marketing efforts, please contact Greg Valladolid, VP of Marketing, at 605-355-3600 or greg@blackhillsbadlands.com.
*Reporting is from August 2021 - September 2022.