April 3, 2024

This paid piece is sponsored by Experience Sioux Falls.

This week, Experience Sioux Falls will transition its marketing strategies to peak travel season messaging, targeting consumers across a variety of tactics to encourage travel to Sioux Falls from Memorial Day through Labor Day.

Target markets will include drive-in markets 100 miles away from Sioux Falls and as far away as Kansas City. Fly-in markets will include Chicago, Denver and Dallas.

“Depending on engagement, all of our media is placed into primary and secondary efforts and optimized in real time,” said Krista Orscak, Experience Sioux Falls director of marketing.

“We are also seeing anywhere from 22 to 66 days from the first website visit to in-market arrival, so we schedule our media accordingly.”

Messaging will encourage potential travelers to think of Sioux Falls as something “different” to do this summer for the first time or that there is always something new to discover during return trips.

All tactics will lead back to a new landing page where travelers can peruse activities for a day trip, weekend away or extended stay. Related articles, events and promotion of the official Sioux Falls Visitor Guide will round out measurable engagement metrics.

Personalized messaging will be deployed through the interests of active adventurers and music enthusiasts, along with optimized all-audience buckets.

“The buzzword from travel companies for 2024 is ‘normal,’” according to a Reuters article. While travel demand will remain relatively healthy, growth rates will decelerate as the era of “revenge travel” flattens.

Experience Sioux Falls hopes that it can keep travel top of mind and come out on the other side of that narrative.