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2021 À LA CARTE MARKETING OPTIONS
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Every year, we invite visitors from across the country and around the world to experience theGreat Faces and Great Places of South Dakota.
In order to attract more guests to our communities and businesses, we’ve created a cooperative marketing program using an individualized approach. This approach leverages our efforts, making opportunities available for all, across a multitude of channels. The following pages provide an overview of the cooperative marketing channels that will allow you to enhance your current marketing efforts.
For any offerings you register for, an invoice will be sent to you from the advertising agency of record, Lawrence & Schiller. Payment is not due at the time of registration.
Ashley Worth Co-op Marketing Manager [email protected] 605-773-3301
Mike Gussiaas Global Marketing & Brand Strategy Director [email protected] 605-773-3301
CONTACT
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À LA CARTECommunities and businesses alike can bolster their current marketing efforts by choosing from the following advertising elements. Consider your community’s or business’ marketing budget and goals, then select the channels which best address your needs. In addition to your selections, you’ll gain access to media partners, advanced technology and audience
targeting through South Dakota Department of Tourism partnerships, as well as creative concepts and production paid for by the South Dakota Department of Tourism. Read more about the À La Carte program and channels in the following pages and register for programs online at SDVisit.com/coop.
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Primary Audience All Audiences
Markets MN, ND, NE, IA & CO
Available Spots 50
Unit Direct mail placement (design TBD) and feature on custom TravelSouthDakota.com landing page
Primary Audience Choice of one
Markets Choice of one
Available Spots Peak: 2 Shoulder: 1
Unit 4 panel roll-fold
Great Getaways Direct Mail Co-op$1,000
Direct Mail Standard Piece
Timing Spring 2021
Quantity Approx. 70,000-110,000
Est. Impressions 230,000
Registration January 22, 2021
Asset Deadline February 1, 2021
Assets Needed 60 words, photo, contact info
Quantity 30,000-35,000
Est. Impressions 40,250
Registration/Asset Deadline Three months prior to in-home date
Assets Needed TBD
$10,000
Through the use of targeted lists, direct mail pieces effectively reach target audiences in their home.
DIRECT MAIL
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Allows partners to gain exposure in national publications with preference given to partners on a first come, first served basis.
Partners receive Reader Service Leads for six months.
Primary Audience Families or Wanderers
Publications Parents or Real Simple
Markets IL, CO, IA, MN, NE, ND, SD, WI & KS
Available Spots 8 per publication
Unit Includes print placement and digital content package
Magazine Co-op
$2,850Timing May 2021
Circulation Parents: 204,900
Real Simple: 222,600
Est. Impressions 299,788
Registration January 22, 2021
Asset Deadline February 1, 2021
Assets Needed 100 words, photo, contact info
MAGAZINE CO-OPS
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Make the most of your ad spend while getting maximum exposure with these highly effective, high-impact channels.
Primary Audience All Audiences
Markets Minneapolis, Denver, Omaha
Available Spots 6
Locations TBD, 3-5 in each market
Primary Audience All Audiences
Markets Choice of two
Available Spots 4
Est. Impressions 583,333
Unit :30 Audio Spot and Digital Banner
Digital Billboard and Amplification$2,500
Digital Audio Sponsorship
Unit :08 digital billboard rotation between 6 partners and mobile display banners
Timing June
Est. Impressions 1,400,061
Registration/Asset Deadline April 1, 2021
Assets Needed Photo, logo, URL, contact info
Timing June
Placement Pandora, SoundCloud and Podcast Inventory
Registration/Asset Deadline April 1, 2021
Assets Needed Photo, logo, URL, contact info
$3,000
OUTDOOR & RADIO
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DIGITAL, SOCIAL& CONTENT MARKETINGFresh digital content, social placements and content production will help connect your digital message to specific target audiences.
South Dakota Expedia Package
Make planning easy and attract more guests by having a presence on one of the world’s most popular travel websites. Potential visitors will see your destination description, details and imagery, allowing you to stay top-of-mind with a presence on South Dakota Tourism’s Expedia page.
Primary Audience All audiences using Expedia.com
Markets National
Available Spots 6
Unit Feature on South Dakota Custom Expedia Page
$3,500
Timing 4 Months (April – July)
Est. Impressions 486,111
Registration/Asset Deadline February 15, 2021
Assets Needed 50 words, photo, logo, URL
Est. Impressions 136,364
Registration/Asset Deadline April 1, 2021
Assets Needed Content ideas, photos, URL
Native Article
Primary Audience Choice of one
Markets Choice of Two
Available Spots 4
Timing June
Grab the attention of your target audience with content specific to their interests. Create one custom long-form article for paid native placement on TravelSouthDakota.com. Additionally, paid promotion of your article across the internet includes a headline, description and link leading to your website and sponsored content.
$3,500
Facebook & Instagram Instant Experience Unit
Feature your community on social platforms with this mobile unit to capture users’ attention with high-impact visuals.
To allow for flexibility in today’s changing landscape, the Group Tours option is digital this year rather than a print placement. This new digital option allows partners to target Group Tour Operators through programmatic placement using interest-based targeting.
ADARA Travel Prospecting Display
Get in front of audiences who have high travel intent to South Dakota through South Dakota Tourism’s partnership with ADARA. Display banners are served to audiences who are actively searching to book hotels/flights on hotel and airline websites, online travel agencies (OTAs) and other travel websites. At the end of the campaign, you will receive hotel and airline booking data that occurred as a result of the campaign.
$3,000$2,500
Primary Audience All Audiences
Markets Choice of two
Available Spots 6
Unit Instant Experience ad on Facebook and Instagram
Primary Audience All Audiences
Markets National
Available Spots 6
Unit Standard display banners on OTAs, car rental sites, hotel sites and airline sites
Timing 2 Months (June – July)
Est. Impressions 595,238
Registration/Asset Deadline April 1, 2021
Assets Needed Photos, logo, URL, contact info
Timing 4 Months (May – August)
Est. Impressions 641,026
Registration/Asset Deadline March 1, 2021
Assets Needed Photos, logo, URL, contact info
15 *Attributed bookings will not reflect all bookings that may occur as a result of media based on ADARA’s data partnerships. ADARA has approximately 50% visibility into SD hotel inventory and 44% visibility into SD flight bookings. Reach out to confirm if we will be able to attribute bookings to your property or community of interest.
Primary Audience Group Tour Operators
Markets Regional
Available Spots 6
Unit Standard desktop display banners & native article
Group Tours Digital Sponsorship$2,000
Timing Unit runs during the following 4 months: Sept – Oct 2021, Jan – Feb 2022
Registration/Asset Deadline July 1, 2021
Assets Needed Photo, logo, URL, contact info
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EMAIL MARKETING
Secure a dedicated section in the South Dakota Department of Tourism’s Travelsmart email.
Primary Audience Choice of Road Trip, Outdoor Adventure, National & State Parks, Family Fun, Culture & History, Monuments & Memorials, and Camping.
Markets National
Available Spots 36 (3 per month)
Avg. List Size 250,000
Avg. Open Rate 23%
Primary Audience Travelsmart email subscribers
Markets National
Available Spots 48 (4 per month)
Avg. List Size 697,956
Avg. Open Rate 17%
Click Rate 3%
Avg. Click Rate 6%
Avg. Click to Open Rate 7.5%
Avg. Unique Opens 61,500
Registration/Asset Deadline 3 months prior to email deployment
Assets Needed Photo, CTA and 2-3 sentences of copy for four content sections OR ideas for content.
Avg. Click to Open Rate 16%
Avg. Unique Opens Approx. 75,000 per send
Registration/Asset Deadline 2 months prior to email deployment
Assets Needed 50 words, photo, URL
Travelsmart Email Partner Spotlight$500/ad
Custom Dedicated Email$2,500Get your own dedicated email sent to your choice of primary audience, based on the South Dakota Department of Tourism’s email database.
Hunting Email Partner Spotlight
Reach hunters and outdoor enthusiasts with this email blast.
$500/ad
Primary Audience Outdoors
Markets National
Available Spots Peak: 6 Shoulder: 6
Avg. List Size 45,000
Avg. Open Rate 20%
Avg. Click to Open Rate 19%
Opens 4,000-5,000
Registration January 22, 2021
Asset Deadline February 1, 2021
Assets Needed 50 words, photo, URL
For email reporting, South Dakota Tourism will provide email stats after each send.
Reach relevant audiences with featured email options utilizing South Dakota Tourism’s highly targeted email lists.
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