Year-round draw becomes focus of enhanced efforts to remind visitors Sioux Falls is ‘always in season’
Oct. 5, 2022
This paid piece is sponsored by Experience Sioux Falls.
There is no slowing down for Experience Sioux Falls marketing efforts entering the final quarter of the year. With the summer travel season coming to a close, the number of visitors to Sioux Falls declines. However, ESF hopes to keep Sioux Falls top of mind for potential travelers as it shifts advertising efforts from peak season travel to shoulder season travel in October.
Throughout the year, consumers have been targeted with a message that Sioux Falls is “Always in Season” and that the changing of seasons are some of the most enjoyable times. This messaging also complements promotion of new experiences, which is especially important for repeat visitors.
To promote Sioux Falls as a year-round destination, ESF will transition its messaging to “Wander This Winter” right here in Sioux Falls, and a new approach will scale digital advertising efforts to the top two personas of active adventurer and music enthusiasts. All other targeted consumers will fall into another “all audience” bucket.
“This approach will allow for campaign dollars to be spent more effectively toward our most-engaged-with and profitable personas,” said Krista Orsack, ESF director of marketing.
“Unique identifiers for each audience, tactics and messaging will differ to meet individuals at the awareness or intent phase of their journey, with the goal of increasing hotel and flight bookings and visitor guide interactions,” Orsack said.
Prospective travelers will move from the awareness stage to the action experience stage of the travel funnel through two landing page experiences. Consumers will be retargeted based on the action they take on the landing page and nurtured through to booking a flight or hotel.
Past campaign efforts have shown year after year that even during the middle of the cold winter season, people are still looking at Sioux Falls as a winter weekend getaway destination.
Experience Sioux Falls also will kick off promotion of sports events and sports teams through the “Road to Sioux Falls” campaign strategy.
“Sports fanatics flock to Sioux Falls this time of year for events at the Sanford Sports Complex and Denny Sanford PREMIER Center, and we want them to feel welcome and explore more,” Orsack said.
