South Dakota’s new ad campaign: At least we’re not Mars
By Niraj Chokshi
Why die on Mars, when you can live in South Dakota?
Thats the question at the heart of a new ad campaign in which the state positions itself as a better alternative to a barren, lifeless rock.
The campaign from the governors Office of Economic Development and first reported on by South Dakotas Argus Leader, which ran a long story late last week about the tongue-in-cheek effort is an attempt to shake the perception outsiders have of South Dakota as merely a tourist destination. What better way to disabuse the public of that view than contrasting the state with the hottest tourist destination around?
The campaign represents a shift from old selling points that failed to resonate, such as the lack of an income tax, in an attempt to jump on whats current.
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http://www.washingtonpost.com/blogs/govbeat/wp/2015/04/20/south-dakotas-new-ad-campaign-at-least-were-not-mars/