Open Early/Open Late

South Dakota’s variety of outdoor landscapes and experiences were relatively unknown to potential visitors in drive markets, especially ones planning family road trips.

We targeted Chicago, Denver and Minneapolis during summer vacation-planning time. The message? From early morning to late at night, South Dakota is wide open for discovery and you’ll be able to create unforgettable memories.

We wanted to surprise viewers with relevant messages and fantastic images. That’s why our sequential boards featured day and night images of three of our most famous landscapes. Commuters in Chicago and Denver driving into the city saw “Open Early” boards, and then “Open Late” boards when commuting home. Digital boards also switched messaging at dusk and dawn. As day turned to night in Minneapolis, the message and lighting on our 2D 40’ x 40’ board above First Avenue also changed, giving a glimpse of South Dakota magic.

We also geo-targeted viewers near the outdoor placements. The mobile compass digital banner opened to an interactive tour through the state’s biggest attractions. With a deep dive into content for each stop, the banner drove home our message that any time is a good time for a road trip in this great state.