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Gazette Premium Content SD Tourism launches peak-season advertising

Associated Press Updated: May 5, 2014 at 12:01 pm

PIERRE, S.D. (AP) — South Dakota's Department of Tourism has launched its peak-season advertising across the country.

This year's campaign includes national and niche magazines, regional cable and network television, and other advertising methods including a social media campaign.

"One of the elements we're especially excited about for this summer is our new television ads," Tourism Secretary Jim Hagen said in a statement Monday. "We followed a family from Omaha (Nebraska) who had never been to South Dakota, and were able to capture their genuine reactions to the experiences they had. The way this plays out in our new ads is real, authentic and inspiring for families."

Department officials also recently traveled to Chicago and Milwaukee, bringing the Mount Rushmore Mascots with them. The oversize caricatures of George Washington, Thomas Jefferson, Theodore Roosevelt and Abraham Lincoln — whose faces are on Mount Rushmore in the Black Hills — have made numerous appearances, including at the Macy's Thanksgiving Day Parade in New York and Major League Baseball stadiums.

"Both Chicago and Milwaukee are very new markets for us," Hagen said. "We've been doing some digital marketing and media efforts in Chicago for the past couple of years, but 2014 is the first year we've placed any ads in Milwaukee. The response from people in each market was phenomenal, and reinforces our decision to add these two markets to our outreach."

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