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The 2024 Adrian Awards deadline is September 9, so submit your entry now! Take some inspiration from last year’s Integrated Campaign: Business to Consumer Winner – Travel South Dakota, and their agency, Karsh-Hagan Advertising.
In our Special Report, we profile all of the Platinum and President’s Award winners — including video and interview footage.
So Much South Dakota, So Little Time
BACKGROUND:
The campaign aimed to shift the perception of South Dakota as a travel destination and showcase its diverse offerings beyond Mount Rushmore. The campaign strategically positioned the state as an undiscovered and uncomplicated destination, rich in spirit, freedom, and optimism, with the promise that visitors will leave transformed, fulfilled, and as a more whole person than upon arrival with restored mystery.
CAMPAIGN:
The campaign aimed to change the negative perceptions of South Dakota as a travel destination and to showcase its diverse and surprising attractions. The campaign used the slogan “So Much South Dakota, So Little Time” and adopted a new look and feel with curated imagery, hand-drawn graphics, and handwritten text. It also used various media channels such as TV, video, podcasts, digital, social, print, and OOH.
RESULTS:
The campaign exceeded media benchmarks by 70%, generated 180MM impressions, increased brand recall and consideration intent, and outperformed emotion and long-term outlook benchmarks. It also reported over 2,100 flight bookings, over 93k hotel bookings, and $22.6MM in hotel revenue, surpassing the 2019 records.