Nov. 17, 2025

This piece is sponsored by Travel South Dakota.

From the culinary scene to conservation efforts, viewers of a new digital road trip series are seeing sides of South Dakota they likely didn’t know existed.

It’s part of a partnership among Travel South Dakota, Jeep and Matador Network to highlight the state through a series of three eight-minute episodes hosted by biologist and adventurer Forrest Galante.

“For many, South Dakota remains a mystery, one often of misperception, and that is what makes that moment of discovery so special for visitors. They’re often so surprised by what they find, especially with our diverse landscape, that they often wish they had planned more time here,” South Dakota Secretary of Tourism Jim Hagen said.

“Hence, ‘Unexpected South Dakota’ and landing on the host, adventurer biologist Forrest Galante.”

The episodes have a dedicated landing page on Matador Network and are available on Roku TV. The emphasis was on preserving heritage, history and the delicate balance of natural spaces and species that define a place, with each episode showing viewers how to experience South Dakota in new and meaningful ways.

Episode 1: ‘Foraging the Past and Present’

Food is the universal language — and in South Dakota, it speaks through the land. Galante visits Marcela Salas, owner of BibiSol in Sioux Falls and a James Beard-nominated culinary artist.

Episode 2: ‘Crafting Connections’

Galante journeys into the heart of South Dakota’s Black Hills for a fly-fishing and conservation journey. Accompanied by local guide Hans Stephenson of Dakota Angler & Outfitter, their mission into Spearfish Canyon extends beyond catching trout.

Episode 3: ‘Exploring Ancient Pathways’

In the boundless grasslands of South Dakota, tradition and connection to the land both run deep. Galante joins Lakota horseman Cat Clifford and his family for a day of horseback riding, calf roping and storytelling.

“Forrest said it best in Episode 3: The one thing that was so unexpected to him during  his time in South Dakota was how everybody he met were such ‘great docents of the land,'” Hagen said.

“He saw how there was something special in South Dakota that ties people to it — something we might take for granted or not even realize. The South Dakotans featured in the series are passionate, talented and embody the spirit of our great state. They’re doing incredible things and have amazing stories to share.”

Collaborations between brands also provide unique crossover opportunities, Hagen added.

“They are ways for a brand to introduce audiences with overlapping interests to new products or places by a brand they trust or at least know and like. Jeep is an icon in the outdoors space and a household name,” he said.

“Jeep has been built not only on amazing off-road capability for decades but also on the brand promise of freedom and adventure. They have built a reputation and cultivated a loyal fan base that most brands envy — a community of adventurers, doers, dreamers, trendsetters and achievers. That’s remarkably similar to what we experience in South Dakota and aligns perfectly with Travel South Dakota’s brand positioning. It’s exactly what the mystery-starved travelers we target discover here.”

South Dakota encourages limitless exploration, much like Jeep, Hagen said.

“It offers the backdrop and space for genuinely uncomplicated, unexpected and transformative journeys for those seeking something authentic and meaningful,” he said.

“Matador Network is an expert storyteller, able to both produce engaging content and distribute it far and wide, while connecting like-minded brands through effective partnerships.”

When the episodes debuted, Travel South Dakota offered weekly prize packages full of gear from South Dakota, Jeep and Matador Network to inspire audiences to create their own road trip.

“The direct feedback we got was that people were as inspired as we were,” Hagen said.

“From a reach and engagement perspective, we had big hopes for the effort, and it exceeded our expectations.”

Almost three in four Roku viewers watched the entire video. Total viewing time on YouTube already has reached more than 26 years of time.

“We heard from viewers, people going out of their way to share what they thought,” Hagen said. “For instance, a woman from New York took the time to email our office to say, ‘Hi, I don’t know where to leave reviews for this series, so I just wanted to tell someone that it’s so good!’ Those positive affirmations go a long way as we continue to work to tell South Dakota’s story far and wide.”

Impressions were estimated at more than 52 million nationwide at the start of the campaign, though the state is still waiting for final data, and it likely will exceed the goal. Even better, engagement has continued online long after the launch of the series.

“We’ve found that more and more, in a world so full of content and distractions, great content can always find a new audience and remain relevant long after it was launched,” Hagen said.