FEBRUARY 8, 2024:
South Dakota may be well known as the home of the Mount Rushmore National Memorial, but the state Tourism Department wants people to know it’s more than a “one-hit wonder.”
Tourism Secretary Jim Hagen says Travel South Dakota is airing a commercial in targeted markets during Sunday’s (Feb. 11, 2024) NFL championship game encouraging viewers to look deeper into what the state has to offer.
Hagen says the collaboration reworks Nine Days’ song “Absolutely (Story of a Girl)” into “Absolutely (Story of a State).” He says it’s a catchy way of touting South Dakota’s many exciting things to see and do. He says with Nine Days singing about “so much to explore, so much space” in the revamp, the commercial illustrates how the state offers an element of surprise that complements travel through diverse, underrated and often spontaneous experiences, along with the well known tourist attractions.
Hagen says a 30-second version will play in select markets, with additional markets airing an extended 60-second cut with even more reasons to visit South Dakota. He says priority markets include Denver, Colorado; Minneapolis, Minnesota; Omaha, Nebraska; Des Moines, Iowa; Kansas City, Missouri; and Rapid City and Sioux Falls, South Dakota. He says the commercial will continue to run in many of the key markets into late February. Total cost for the weeks-long media buy in the key seven markets is $1.19 million.
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