Market intelligence, a targeted strategy and 500+ creative assets unite 18 unique destinations to drive a historic boost for South Dakota tourism.

Travel South Dakota

Monumental Strategy. Landmark Results.

Research-led strategy and creative drive record growth.

A Monumental Challenge

Travel South Dakota needed to create a unified campaign for 18 distinct Co-op partners, strengthen the state’s overall tourism brand, and drive meaningful traffic to each destination.

Each partner—from Watertown’s lakeside tranquility to Sturgis’s motorcycle energy—had unique parameters that needed to fit under South Dakota’s brand umbrella.

Additionally, we inherited a fractured campaign structure that had bred distrust among partners. With no market research and 569+ creative assets launching simultaneously, the project demanded both strategic clarity and operational excellence

Strategic Approach

To honor both state-level objectives and individual partner needs, we employed systematic research, streamlined strategy, and meticulous execution.

Research-Led Market Intelligence, executed by Love’s in-house research department, created the data foundation necessary for informed targeting and creative decisions. 

Unified Brand Architecture developed through a flexible framework allowed each partner’s unique personality to shine while simultaneously strengthening and being strengthened by the state’s brand and reach.

Operational Excellence at Scale, managing 569 creative assets across 18 partners, required a streamlined production process that ensured brand consistency while accommodating individual partner needs.

Results

Love’s data-driven approach successfully unified 18 distinct destinations into a singular, powerful brand story and delivered record-breaking results.