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South Dakota Tourism

PROBLEM:

South Dakota is considered one of the most beautiful states, yet is still the sixth least visited state in America.

TARGET:

28–late 40 year-olds. Live in metropolitan areas, don’t want to go on vacation and take the same Instagram pictures as everyone else.

INSIGHT:

Even extroverts need time for themselves. They're in search of an 'Introvert Vacation' where they can actually get some breathing space.

IDEATION:

The creative approach takes advantage of common areas of space in cities to literally show the importance of it in our daily lives.

Strategy: Asai Meyer, Art Direction: Biotz Natera, Annie Smith, Copywriting: Jacki DeSantis


Using Format