2011-2015 COOP PARTNERSHIPS

➤ SMG ➤ 2012, 2013 Winter Coop ➤ 2013 Tradeshow Executive ➤ 2014 MDC ➤ 2014 BRVIP Insert

➤ SouthFork Hunting Lodge ➤ 2012 Hunting Sweeps

➤ Sheraton Sioux Falls Hotel ➤ 2015 LPGA Sweeps ➤ 2014 BRVIP Insert

➤ Sioux Falls GreatLIFE Challenge ➤ 2015 LPGA Sweeps

➤ ClubHouse Hotel & Suites ➤ 2013 Winter Coop

➤ Spezia, Starz, Bracco ➤ 2013 Winter Coop

➤ Overlook Cafe ➤ 2013 Winter Coop

➤ Strawbale Winery ➤ 2013 Winter Coop

➤ Hilton Garden Inn Downtown ➤ 2013 Winter Coop ➤ 2016 Midwest Living Dream Trip

➤ Southeast SD Tourism ➤ 2014 Sports See For Free

➤ Hilton Garden Inn South ➤ 2014 Winter Coop

➤ Holiday Inn City Centre ➤ 2014 Winter Coop ➤ 2014 BRVIP Insert

➤ Quality Inn & Suites ➤ 2014 Winter Coop

➤ The Summit League ➤ Midco SN Sponsorship

Advertising Budget

$0

$250,000

$500,000

$750,000

$1,000,000

2010-11 2011-12 2012-13 2013-14 2014-15 2015-16

Digital Traditional

2011 - ONLINE HIGHLIGHTS

➤ Launch of all new VisitSiouxFalls.com - With the launch our new website on November 17, 2011 better analytics were put in place. The year ended with 140,895 visits. More than any year in history.

➤ The CVB (VisitSiouxFalls) streamlined social media efforts across Facebook, Twitter, YouTube, Pinterest and Instagram to strong growth we see today.

➤ Completely new email marketing strategy launched (2014 marketing automation) ➤ Leisure – since 2011 grown to 35,187

subscribers ➤ Planner – since 2011 grown to 5,947

subscribers ➤ Travel Professionals – since 2011

grown to 1,810 subscribers ➤ Travel Writer – new in 2014, 304

subscribers

Social Media

0

7,500

15,000

22,500

30,000

2011 2012 2013 2014 2015

Facebook TwitterYouTube PinterestLinkedIn Instagram

2011 PRINT HIGHLIGHTS

➤ New Billboards were placed at key interstate locations advertising the distance to Sioux Falls. ➤ 67 miles west on I-90 near Mitchell ➤ 333 miles west in Rapid City ➤ 92 miles north by Watertown ➤ 59 miles east in Worthington, MN ➤ The new boards are in addition to two already located at the city's limits south and

east welcoming visitors to the city

➤ The CVB was able to place a full page, four color ad in the Nov/Dec 2011 issue of Midwest Living. This issue was distributed to 950,000 paid subscribers and was viewed by 4.2 million readers in ND, SD, NE, KS, MN, IA, MO, WI, IL, IN, MI, and OH. ➤ The ad promoted Sioux Falls as a holiday shopping destination, featuring a “Jingle

All the Way” shopping package to the Best Western PLUS Ramkota Hotel and unique URL to direct visitors to full listing of Sioux Falls travel packages on the CVB website.

➤ By placing the ad the CVB also received additional exposure as a partner of the Midwest Living Savor the Season Program. As a part of the program the CVB received in-book, online, social and direct e-newsletter exposure to Midwest Living readers ending with a live event at the Mall of America on December 4, 2011.

2011 Creative Highlights

New website, Midwest Living Ad, Billboards

2012 HIGHLIGHTS➤ Visitor Guide requests increased 60.3% through

advertising reader response ➤ Requests came from every state and 30

countries

➤ Sioux Falls Pays When You Stay (350 mile) ➤ Promotion included a free $25 U.S. Bank

Rewards Visa Card with proof of one overnight stay in Sioux Falls through March 31, 2012 or until the rewards cards ran out

➤ Reached over 5.8 million people and distributed 1,481 gift cards

➤ Sioux Falls Sports LLC Regional Bus Wrap ➤ 32,000 miles and 22 different cities per year

for three years

➤ Heart of America Summer Season Campaign ➤ Summer season campaign targeting

Winnipeg, Manitoba in Canada and the suburbs of Chicago, IL

➤ Geo-targeted campaign included network and cable TV, newspaper inserts, online pay-per-click, direct e-blasts and miscellaneous print ads

Reader Response Advertising

When You Stay!When You Stay!SIOUX FALLS PAYSSIOUX FALLS PAYS

VISIT SIOUX FALLS TO RECEIVE A FREE

$25 U.S. BANK® REWARDS VISA® CARD!*

This winter plan your vacation to Sioux Falls and become eligible for a free $25 U.S. Bank Rewards Visa Card. To qualify you must stay one night in a Sioux Falls hotel between December 1, 2011 and March 31, 2012. Mail or email your hotel invoice to redeem your Rewards Card. Invoice must be postmarked prior to April 15, 2012.

Go to VisitSiouxFalls.com/FREE25 for more information and official rules or call 1-800-333-2072.

CONVENTION & VISITORS BUREAU

Winter Wonderland at Falls Park

*Additional terms and conditions apply. Limited to one Rewards Card per room, per stay, per household. The U.S. Bank Rewards Card cannot be reloaded with additional funds, nor can it be used at an ATM (Automated Teller Machine). Terms and conditions apply and other fees may apply to Rewards Cards. For complete terms and conditions, see the “U.S. Bank Rewards Card Cardholder Agreement” available at www.myusbankcorporaterewards.com.

Falls of the Big Sioux RiverPhoto Courtesy Chad Coppess, SD Tourism

When you want to get away,There’s a place where you can experience the rhythm,

The steady beat, the pulse of life,Where it just feels right.

Sioux Falls offers you the opportunity to become part of our family - to be a partner, a guest and a friend. We combine quality service, welcoming accommodations, bustling events and home-town hospitality to create memorable experiences.

VisitSiouxFalls.com/HeartofAmerica

2012 Creative Highlights

Winter campaign, Peak campaign,

Regional bus wrap

2012 DIGITAL HIGHLIGHTS

➤ New mobile site ➤ Launched in March, generate 47,145

visits through December

➤ Launched completely new digital strategy marketing plan ➤ Paid search advertising

➤ Google ➤ Display advertising

➤ Google ➤ Social media advertising

➤ Facebook ➤ Twitter

➤ Retargeting ➤ Any visitors to our website who

didn't convert, were followed by advertising pertaining to the conversion we wanted

➤ If they did convert they were followed by a "next step" for example "plan my trip"

2013 HIGHLIGHTS

➤ In April the new VisitSiouxFallsEvents.com calendar launched ➤ The section drove nearly 50,000

unique pageviews from non-local visitors in 2013, a 300% increase over 2012

➤ Completion of a fully customizable web-based app for meetings, conventions and events that book Sioux Falls ➤ Includes event/company logo,

colors, agenda, speakers, notes, attendees, around town, maps, event updates, social, and FAQ

➤ Planners could also subscribe to the CVB email database and connect on social media

2013 CAMPAIGN HIGHLIGHTS ➤ A NEW SD Department of Tourism Campaign Co-op reached over 20.4 million people and generated over 6,100

new, non-duplicated leads ➤ Tourism provided $110,000 to this effort ➤ Website visits up 70% over the previous year ➤ Targeted cities web visits up an average of 132%

➤ Hunting Sweepstakes ➤ New campaign helped position Sioux Falls as “THE” connection to starting and ending travel to SD for

pheasant hunting ➤ Targeted potential hunters most likely to fly to SD to hunt in WI, MO, MI, TX, TN, CA, GA, FL, NC, AL, KY, MS

and SC ➤ Geo-targeted Google display and a dedicated Facebook campaign. ➤ Participants had the chance to register for a chance to win a hunting travel package ➤ Also promoted at the Annual Hunter’s Welcome at the Sioux Falls Regional Airport and the National Pheasant

Fest and Quail Classic in Minneapolis, MN ➤ At a low cost per conversion over 2,300 non-duplicated sign-ups were collected

➤ BRVIP New Campaign ➤ A new marketing initiative to attract qualified meeting planners to Sioux Falls was launched in 2013 ➤ The “Be Our VIP” campaign featured a complimentary site visit offer including travel, lodging, meals and

entertainment supplied by the CVB ➤ Meeting planners had to meet certain requirements ➤ Marketing efforts included a high impact insert tipped in to 12 regional, national and international industry

publications, geo-targeted online display and search ads, remarketing and direct e-blasts to the CVB planner database

➤ Planners in Washington D.C., Chicago, Milwaukee, Denver, Atlanta and Des Moines we targeted

2013 Creative Highlights

Winter Coop, Hunting Sweepstakes, BRVIP Campaign

2014 HIGHLIGHTS

➤ Sports “See For Free” Campaign ➤ A new effort was geared toward targeting sports planners in 2014 in anticipation of

the opening of the Denny Sanford PREMIER Center and continued development of the Sanford Sports Complex

➤ The “See for Free” initiative focused on attracting sports event planners to come for a free site visit and learn more about what Sioux Falls offers as sports event host city

➤ In its infancy, 20 leads were produced and reached 1,080,000 planners

➤ SD Tourism 13-14 Winter Coop ➤ 11,107 emails collected – 37.8% increase over the previous year ➤ During this same time period (Nov-Feb) we gained 358% more likes on Facebook

than the previous year’s campaign

➤ Premier Events Concert Contest ➤ Received $10,000 in SD Tourism’s Matching Dollar Challenge program to promote the

opening of the Denny Sanford PREMIER Center ➤ The digital campaign generated buzz and branding for the Premier Center in

markets around Sioux Falls ➤ Total impressions = 4,855,676

2014 Creative Highlights

Winter Coop, See For Free,

Premier Events Concert Contest

A Game Changing Destination-See for Free-

Sanford Sports Complex

Denny Sanford PREMIER Center

Concert Contest Promotional Video

2015 DIGITAL HIGHLIGHTS

➤ All new fully responsive website ➤ Mobile-first responsive web

design, booking engine, real-time Instagram integration, Google Street View, dynamic and related content strategy, VisitSiouxFallsEvents.com enhancements, custom itineraries, video integration and international visitor landing pages

➤ To date sessions are up 15%, Pageviews are up 6%, new sessions are up 4%, non-local visits are up 5%, Goal conversions up 23%

➤ The new booking engine has produced 247 room nights and $28,600 in revenue in only seven months at 37 hotels.

Website Visits

0

125,000

250,000

375,000

500,000

0

75,000

150,000

225,000

300,000

2011 2012 2013 2014 2015Mobile Web VisitsNon-Local

*2015 is to-date

2015 Completely New Responsive Website

2015 HIGHLIGHTS

➤ SD Tourism Winter Coop ➤ Another year has passed, and once again great successes were achieved through our

2014-15 “You Deserve It” Winter Campaign. ➤ After three years of cooperative winter campaigns, we feel this past year was the most

innovative and best yet ➤ We fine-tuned our strategy in a number of ways that resulted in nearly 50 million

impressions and a 56.74% increase in sign-ups or lead generation ➤ We re-strategized and fine-tuned our efforts.

➤ Eliminated television; spend for frequency/impressions to be better achieved online ➤ Added programmatic and predictive marketing ➤ Added newspaper drops in smaller cities between Sioux Falls and our target,

larger DMA’s ➤ Added a new primary market, Minneapolis ➤ Created new Sioux Falls personas and personality quiz (Family First, Adventurer,

Foodie, Explorer, Shopper, and Romantic) ➤ Implemented email marketing automation to receive a personalized winter guide to

Sioux Falls upon quiz completion ➤ People loved the quiz. 4,528 people completed the quiz and 2,734 personalized

guides were emailed out. People who took the quiz stayed on our website for 11+ MINUTES.

Winter Coop Creative

Winter Coop

Personality Quiz

2015 CONTINUED

➤ SD Tourism Peak Campaign ➤ For the first time the CVB received matching funds from the Department of Tourism

for a peak season promotion ($50K) ➤ The “We Are Here” Campaing targeted these primary markets: Chicago, IL;

Winnipeg, MB, Kansas City, MO; Kansas City, KS; and Madison, Milwaukee, Eau Claire and La Crosse, WI

➤ Secondary efforts will continue to build off success from the winter campaign markets, 300 miles around Sioux Falls

➤ Creative components were delivered through banner ads (display, remarketing), social engagement (Facebook posts, Instagram photos), search ads, video (pre-roll video), inspirational content placements, website updates, quiz and new campaign email template S

➤ There were 64,584 pageviews with 84.4% new visits and 4,131 quiz submits ➤ Adara produced at click-through-rate of .57% (well over average), 125 hotel

bookings, 250 travelers, 187 room nights booked ➤ Of that, $21,000 of hotel revenue can be attributed directly to the campaign, plus

the bookings through our booking engine

Peak Pre-Roll Video

2015 CONTINUED

➤ Road to Sioux Falls ➤ All new sports tourism focus as Sioux Falls becomes known as THE Premier

Tournament Town in the midwest ➤ Midco Sports Network Summit League Advertising Campaign kicked off the marketing ➤ We are reaching the viewer that may be at work during the afternoon session, the fan

that is too far away to travel to Sioux Falls, or the viewer that is on the fence of driving or flying to Sioux Falls for the tournament this year or next.

➤ Airing year-round on the conference television show “Inside the Summit League” also allows us to promote Sioux Falls to every out of market city that each Summit League university is located such as

➤ More than 1.5 million viewers reached across 26 affiliates in four states. ➤ SDSU, USD, IUPUI, IPFW, ORU, Western Illinois and NDSU joined our #RoadToSiouxFalls

campaign and committed to sharing their story leading up to, on the road to and during the Summit League Basketball Championships in March with a GoPro

➤ Over 110 videos were received ➤ Fans also participated to win a GoPro by sharing photos and videos with

#RoadToSiouxFalls ➤ 81 people used the hashtag, resulting in 246 uses of the hashtag, 91,283 first generation

impressions and 267,914 total impressions gained – only $200 spent on advertising ➤ 235 new sessions, almost 100% all new visitors to the site ➤ We also did a sweepstakes for the LPGA GreatLIFE Challenge

2015 CONTINUED

➤ Washington D.C. Blitz Takeover ➤ Campaign to support

sales team efforts ➤ Pandora audio

everywhere/display ads to 1,222,221 million impressions

➤ Wrapped 20 Buses with the Falls running the month of June for 20,220,000 impressions

➤ Pandora drove 90.4% new visits to a unique landing page, and direct traffic from the bus wraps saw 94.5% new visits

ANNUAL EEI FROM VISITORS

0

150000000

300000000

450000000

600000000

2011 2012 2013 2014 20150

475000

950000

1425000

1900000

2011 2012 2013 2014 2015

Estimated visitors to Sioux Falls reflects three times the number of people that enter Falls Park Visitor Information Center (VIC) and 1/3 estimated overnight visitors in Sioux Falls. Source: Destination Marketing Association International (DMAI) Impact Calculator Version 2.0 and 3.0.

ANNUAL NUMBER OF VISITORS

Mission: To market the city of Sioux Falls, South

Dakota as a one-of-a-kind visitor destination, and to

provide premier visitor services, and increase

visitor spending in order to enhance economic impact

throughout the community.