PIERRE — In a campaign to expand international tourism, the South Dakota Department of Tourism is partnering with Brand USA, the national destination marketing organization, on a video road trip to promote the state as a premier travel destination.
From June 24-28, a Brand USA production crew will capture some of the most iconic destinations and hidden gems in eastern South Dakota for a series to be distributed in one or more international markets. South Dakota communities partnering with Brand USA and the Department of Tourism for this video road trip include Brookings, Mitchell, Sioux Falls and Yankton.
The five-day shoot comes a year after a similar Brand USA campaign captured many popular attractions in western South Dakota and shared them with seven international markets.
"The tourism industry continues to be an incredibly important and vital part of the South Dakota economy, creating thousands of jobs and generating millions in tax revenue for the state," said James Hagen, Secretary of the Department of Tourism. "International visitation is an increasingly larger piece of the visitor economy in our state, and our continued partnership with Brand USA most certainly enhances this growth."
Joining Brand USA allows the South Dakota Department of Tourism and its industry partners to extend the state’s tourism marketing outreach into North and South America, Asia, Europe and Australia. By reaching more potential international travelers, who stay longer and spend more than domestic travelers, the cooperation helps drive the state’s economy and create local jobs.
According to studies by Oxford Economics, over the past six years, Brand USA’s marketing initiatives have helped welcome 6.6 million incremental visitors to the USA, benefiting the U.S. economy with more than $21.8 billion in total economic impact and supporting, on average, nearly 52,000 incremental U.S. jobs a year.
"The enthusiasm for learning about the USA abroad is as strong as it’s ever been," said Tom Garzilli, chief marketing officer, Brand USA. "We have the strategy of talking about the iconic places and experiences that make the USA unique."
The videos showcase activities and interests unique to the target travelers based upon Brand USA’s extensive research. Brand USA will distribute the videos using their own direct-to-consumer marketing channels as well as targeted distribution:
• A series of South Dakota tourism videos and accompanying content will be produced for VisitTheUSA.com’s Trips section and promoted via social channels including Facebook, Twitter, YouTube and Instagram.
• A digital campaign will be produced from this video shoot and used to promote visiting South Dakota to North and South American, Asian, European and Australian markets.