TRAVEL SOUTH DAKOTA | 2024 CO-OP PEAK CAMPAIGNS

One state, 19 co-op
partners

As the state’s slogan goes, “There’s so much South Dakota, so little time.” Love is Travel South Dakota’s media, creative, and paid search agency of record for their 19 co-op partners, and we couldn’t agree more. We’re proud to say that together, we’ve achieved a 35.40% increase in enriched bookings year over year (YOY) for our co-op partners.

35.40% INCREASE
In enriched bookings YoY.

With many moving pieces, distinct offerings, and unique goals we needed strong working relationships not only with the state but also with each of the destinations participating in the co-op program. Deadwood’s rugged history required a different approach than Watertown’s relaxed vibe. Mitchell was charming and friendly whereas Sturgis was energetic and cool. We needed to create cohesion so that each asset strengthened Travel South Dakota’s brand, and helped meet its strategic goals.

Our ability to bring the interest of the state and their smaller destinations together has been critical to the campaign’s enormous success.

100s OF ASSETS
40+ videos, 304 banners, 95 social ads

First, we envisioned helping the co-op partners achieve the same level of results, in both performance and sophistication, as the statewide campaign. We wanted every asset to have a similar production quality and creative expertise despite smaller budgets and fewer resources.

It was a huge undertaking—40+ videos, 304 banner ads, 95 social ads, and endless pots of coffee. But, it was well worth it to deliver more than 103.5MM impressions and blow industry standards for post-impression and click-through rates out of the water. 



As the campaign played out, we tracked ad-exposed audiences who then visited Travelsouthdakota.com. In YOY comparisons, we saw an increase of 19.13% in ad-exposed traffic. At the same time, we were tracking ad-exposed visitation to each co-op website where we achieved a YOY increase of 55.13% on average.

103.5 MILLION
Impressions.

55.13% INCREASE
In ad-exposed site visits.

47.38% INCREASED
Booking efficiency YoY.

Along with site traffic, we continue to monitor each destination’s metrics, watching specific audience behaviors, tourism trends, asset performance, and more. These learnings drive us to continuously optimize performance.

This ongoing management, mixed with our expertise in the tourism industry, has led to increasing efficiency and gains across all key performance indicators. For example, we’ve achieved a 47.38% increase in our booking efficiency over time.

$3.7 MILLION
In enriched revenue.

Together, we’ve driven more than $3.7 Million in enriched revenue to the state of South Dakota significantly benefiting each co-op partner. We’re especially proud of the economic impact we have helped generate in areas where communities need it most.