SOUTH DAKOTA DEPARTMENT OF TOURISM
RE-ENGAGEMENT EMAIL SERIES

CONCEPTING • ART DIRECTION

South Dakota's welcome emails needed updating. We focused on click-throughs, using choice prompts and image-heavy design. We created two targeted series: one for vacation guide subscribers and one for eNewsletter subscribers. The series performed well and was featured on ReallyGoodEmails.com. Made in collaboration with a Senior Copywriter and Email Marketing Automation Manager.

GO WITH THE ROAD – RFP CAMPAIGN

CONCEPTING • ART DIRECTION • COLLABORATION & CREATIVE DIRECTION

The Go With The Road campaign encourages visitors to extend their stay in South Dakota and discover lesser-known places beyond the popular tourist spots. By targeting the driving audience, the campaign promotes the idea that each day on the road brings unexpected surprises and opportunities to bond with others. So make more time on the road for more time together.

The Go With The Road campaign works across all channels to reach our target audiences. I was involved in a weeklong video shoot and road trip that resulted in our campaign video overview. I played a key role in developing the campaign idea and designing the visual style for Go With The Road. I also led brainstorming sessions and provided creative guidance for the additional elements, partnerships, and all proposal documents. My Creative Director and myself worked with a team of Art Directors and Copywriters as well as other department leads including Account Management, Social, Media, Research and Development, Email and Digital to create fully integrated campaign strategy and execution.