Black Hills & Badlands Tourism (BH&B) has once again teamed up with Travel South Dakota for the upcoming Peak 2023 Community Co-op, a mixed media campaign designed to promote the region as the ultimate year-round travel destination.
Running from March to mid-August 2023, this program features a well-rounded marketing strategy to attract targeted audiences.
The integrated marketing campaign includes:
Google Ads SEM
By owning top spots on Google's search engine results page (SERP) with search engine marketing (SEM) ads, BHB and SDT target users who are actively searching for vacation ideas or information about the Black Hills and Badlands region.
Facebook and Instagram
Tailored content for specific audiences, leveraging 1st party data lists such as newsletters and visitor guide requests to further target visitors through social feeds.
Direct Mail
By targeting audiences in Colorado and Minnesota, this custom piece arrives in homes three months prior to the in-home date, with 100% share of voice in a high-impact custom piece. QR codes on this mailing drive targeted visitors to specific landing pages.
Programmatic OLV, RT Display and CTV
These tactics begin with prospecting and then retargeting with display banners to increase site visitation through behavioral, contextual, and interest-based targeting.
Digital Audio
Partnering with Pandora to leverage online audio ads, this strategy reaches users through behavioral targeting.
Programmatic Digital Out-of-Home
This includes advertising in airports, malls, transit, gas stations, restaurants, and billboards, using mobile data to define audiences and serve ads at venues and times that are the most frequented. Exposure is amplified with mobile retargeting to drive direct website traffic.
Linear Cable TV
This tactic provides high-reach exposure, by placing targeted TV promotions with high-index programming. BHB and SDT have added value to their standard placement schedule through partnership.
In addition, users are encouraged to use the hashtag #DiscoverBlackHills and participate in the Monumental Moments monthly photo contest using the hashtag #MonumentalMoments.
By utilizing the above strategies in the messaging for each phase of the travel inspiration process—
Inspire -> Discover -> Plan -> Experience
—Black Hills & Badlands Tourism and Travel South Dakota aim to generate interest, spread awareness, provide practical guidance, and provide the best possible experience for visitors to the region.
For more information, please contact Greg Valladolid, Vice President of Marketing, at greg@blackhillsbadlands.com or 605-355-3600.