Situation
South Dakota’s variety of outdoor landscapes and experiences were relatively unknown to potential visitors in drive markets, especially ones planning family road trips.
Action
MMGY targeted Chicago, Denver and Minneapolis during summer vacation-planning time. The goal? To convey that from early morning to late at night, unique experiences at South Dakota’s iconic monuments and landscapes are open to be discovered.
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Out-of-home
Sequential, digital and custom 40- by 40-foot outdoor boards drove home our message that any time is a good time to road trip through South Dakota.
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Mobile compass
By geotargeting viewers near the outdoor placements, our mobile compass banners shared an interactive tour through South Dakota’s biggest attractions, with a content deep dive for each.
Results
- 3.3M impressions earned
- 1.6M device IDs collected
- 21% increase in website visits YOY
- 19% increase for new website users
- 9.4% increase in bookings
- 11.1% increase in total travelers YOY
