The Black Hills & Badlands Tourism Association (BH&B) is proud to announce its continued partnership with Travel South Dakota for the 2025 Peak Media Marketing Campaign. With marketing placement and coordination by Love Communications, this campaign seeks to elevate the Black Hills & Badlands region as one of the nation’s premier travel destinations.
The collaboration between BH&B and Travel South Dakota aligns with the shared vision of maximizing tourism's economic impact on the region. The combined efforts effectively double the marketing spend to $250,000, ensuring comprehensive coverage across key channels and targeted audiences.
"We continue to leverage our strategic partnership with Travel South Dakota, effectively doubling our marketing spend for the shared economic benefit of the Black Hills & Badlands region and the businesses we represent," said Greg Valladolid, VP of Marketing for BH&B.
Objectives, Timing, and Budget
- Increase awareness of the Black Hills & Badlands as a must-visit travel destination.
- Drive bookings for accommodations and attractions in the region.
- Deepen visitor engagement for an enjoyable and memorable travel experience.
Campaign Duration: March 1, 2025, to August 31, 2025.
Total Investment: $250,000
Audiences and Geography
Memory Makers
- Families with children.
- Age: 25–44
- Income: $60K–$150K
Wanderers
- Empty nesters and retirees.
- Age: 50+
- Income: $100K+
Searchers
- Younger travelers without children.
- Age: 25–44
- Income: $50K–$100K
Regional Focus: Minnesota, Illinois, Iowa, Wisconsin, Nebraska, Colorado, Missouri, and South Dakota.
Tactics
Paid Search (Google Ads):
- Customizable ad formats to target travelers during the planning process.
- KPI Metrics: Clicks, CTR (Click-Through Rate), and Adara Bookings
Connected TV (CTV):
- High-impact video ads to inspire travel through immersive storytelling.
- KPI Metrics: VCR (Video Completion Rate), PIR (Post-Impression Response), and Reach
Digital Video (Sojern):
- Utilize behavioral data for targeted video campaigns.
- KPI Metrics: VCR, PIR, and Reach
Digital Display (Sojern):
- Combine prospecting for new audiences with retargeting to reinforce visibility.
- KPI Metrics: PIR, CVR (Conversion Rate), and Adara Bookings
OTA (Online Travel Agency, TripAdvisor):
- Leverage display and video ads for TripAdvisor users actively seeking travel guidance.
- KPI Metrics: PIR, CVR, and Economic Impact Reporting
Paid Social (Meta):
- Deploy video and static ads on Facebook and Instagram to deepen engagement.
- KPI Metrics: CTR, CVR, and Frequency Cap
Digital Out of Home:
- Ads placed in high-traffic areas such as airports and malls to target families.
- Geographic Focus: Denver, Omaha, and Minneapolis airports.
- KPI Metrics: Impressions
Print (Omaha Tribune Magazine):
- Full-page magazine advertisements are supplemented by digital content exposure.
- KPI Metrics: Impressions, CTR, and PIR
Direct Mail:
- Custom-designed mailers sent to targeted households to drive localized engagement.
- Geographic Focus: Denver and Minnesota
- KPI Metrics: Impressions
Let's Inspire
Together, the Black Hills & Badlands Tourism Association and Travel South Dakota aim to inspire travelers to discover the beauty of the region, carefully plan their trips, and create lifelong memories. Through strategic partnerships and targeted campaigns, the Peak Marketing Campaign continues to drive tourism growth and boost regional economic benefits.
For more information about the campaign, please contact BH&B’s VP of Marketing, Greg Valladolid, at 605-355-3600.