Inspiration through interaction.
That’s the path that the L&S tourism team followed when working with South Dakota Tourism on its My Great Place campaign to attract vacationers to The Mount Rushmore State. It started with an insight highlighting the importance children play in the vacation-planning process. With that, the team set out to engage with the young audience.
The outcome was an interactive newspaper insert featuring a map of the state and South Dakota attractions. Kids and parents alike were invited to use removable stickers to plot the destinations they wished to visit and mark their “Great Place” while on vacation.
We’re talking vacation inspiration via an interactive, eye-catching advertisement.
More than a million inserts were printed and placed in the Sunday edition of newspapers in Denver, Kansas City, Madison and Milwaukee, a week prior to Memorial Day weekend.
As a result of this creative pursuit, Lawrence & Schiller earned gold at the 60th Annual Adrian Awards in New York City. Along with South Dakota Tourism, L&S earned a Gold Adrian award in Print Advertising for the My Great Place Sticker FSI. Hosted by Hospitality Sales & Marketing Association International (HSMAI), the Adrian Awards honor outstanding work in travel marketing. It is the largest and most prestigious event of its kind.
“While it’s wonderful to be recognized by the travel industry for doing great creative,” L&S Executive Vice President John Pohlman said, “we’re even more excited that our work continues to connect with our target and help increase visitor spending in South Dakota year after year after year.”
The My Great Place Sticker FSI was part of the overall Peak 2015 marketing campaign that saw a 6.1% increase in visitor economic impact ($2.36 billion) and spending ($3.7 billion).