For Immediate Release: Tuesday, March 30, 2004

Contact: Nicole Nordbye, (605) 773-3301 or nicole.nordbye@state.sd.us

Tourism launches vibrant, fast-paced “Great Faces. Great Places.” promotional music

(Pierre) – The South Dakota Office of Tourism is kicking off its peak-season advertising campaign by unveiling the state’s new tourism music. The newly recorded music package is one of the components of Gov. Mike Rounds’ 2010 Initiative, to reshape and redeploy “Great Faces. Great Places.” as the state’s marketing message. 

“This upbeat music depicts South Dakota’s spirit,” said Gov. Mike Rounds. “Our goal is to double visitor spending to $1.2 billion by 2010, and this new music is just one indication of our steps in promoting South Dakota as a premier travel destination.” 

The new music debuts in television commercials airing through June in South Dakota’s target markets; Dallas, Chicago, Des Moines, Minneapolis, St. Paul, Milwaukee, Omaha, Kansas City, Mo., Fargo, Sioux City and Sioux Falls. The 30- and 60-second spots feature a fast-paced montage of footage that showcase summer activities and attractions across the state. As part of the overall “Great Faces. Great Places.” brand strategy, the ads also leverage the national and regional print advertisements the Office of Tourism currently has in the marketplace this spring and summer. The music can be heard at www.TravelSD.com/travel/audio.asp. 

The peak season marketing plan seeks to increase the awareness and image of South Dakota in the competitive travel marketplace and convert that interest to visits to South Dakota. 

Visitors to South Dakota spent $698 million in 2003 and contributed an estimated $42.7 million in gas and sales tax revenue to the state’s general fund. 

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