PIERRE, S.D. – The South Dakota Department of Tourism was recognized 15 times during the 55th American Advertising Awards, an annual competition hosted by the South Dakota Advertising Federation (SDAF). The winners were announced at the virtual ceremony streamed on Feb. 26.
South Dakota Tourism’s COVID response campaign “Great Places Are Waiting” earned top marks, winning a Gold Addy, Judge’s Choice Award and, the highest honor of all, Best of Show.
The Department of Tourism—in partnership with the Sioux Falls-based marketing agency Lawrence & Schiller—also received three more Best of Class awards, which reward the top advertising elements in their respective category. The Best of Class honors went to the 605 Magazine Ultraspread, “Great Getaways” Co-op Direct Mailer, and – in partnership with South Dakota Game, Fish & Parks – the “Hunt the Greatest” Campaign.
Six more elements won gold awards in print, video and online interactive categories. “South Dakota Online Lessons” won the department’s sole silver award. Finalists from the event, including the South Dakota Department of Tourism, now advance to the District 8 American Advertising Awards.
Secretary of the Department of Tourism Jim Hagen praised his team’s strong response to a tough year. “Last year presented a ton of new challenges. My team answered with a lot of new ideas. Our research told us people still wanted to be inspired, that they still wanted to dream of when they could travel. And that’s what ‘Great Places are Waiting’ accomplished; it gave people a reason to look ahead,” said Hagen. “I could not be more proud of our department and partnering agencies.”
Last year, the tourism industry in South Dakota generated $276 million in tax revenue, saving each South Dakota household $780 in taxes. The tourism industry also supports 49,500 South Dakota jobs.
