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Peak of Perfection


When the colors change and the temperatures cool, Custer State Park in the Black Hills of South Dakota reaches the peak of its perfection. To share this message with potential visitors, L&S and the South Dakota Department of Tourism developed a new fall messaging strategy that included a TV spot, newspaper, magazine and digital ads showcasing the beauty of South Dakota’s largest state park. Digital efforts—including two newspaper website pushdown banners—inspired would-be travelers to plan one last family vacation to Custer State Park and to attend the annual Buffalo Roundup. The interactive three video light box banner allows users to watch short videos featuring fall activities, scenery and the park’s wildlife.

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