The fall campaign for Travel South Dakota, “So Much South Dakota, So Little Time,” saw strong results.

From August through September, the campaign delivered more than 12.2 million impressions in its key markets and nearly 37,000 clicks to TravelSouthDakota.com. The campaign generated 841,000 hotel and flight searches, and 55,800 hotel and flight bookings, accounting for $127 million in hotel and flight booking revenue.

Consumers were looking for deals and quick turnarounds for a fall vacation. According to Intrepid Travel’s 2024 Outlook Survey, 70% of responders were seeking ways to save without compromising their trips and planning to do so by traveling in the off-season. To accommodate, Travel South Dakota worked with partners like Expedia, Tripadvisor, and Hopper to leverage tactics that proved successful in past campaigns and keyed in on deal-based messaging and partnerships.