While our strategy for South Dakota Tourism is grounded in your four core personas, Off Madison Ave is always looking beyond the expected—finding new ways to drive interest, relevance, and visitation. Because the next opportunity doesn’t come from staying on the map. It comes from going just far enough OFF it.

That mindset has fueled culture-shaping partnerships for Arizona Tourism with brands like Barbie and Saks Fifth Avenue, and it’s how we’ll help South Dakota reach entirely new audiences.

Here’s one example: We propose a unique tourism experience built to reach the 3.3 billion active video gamers worldwide, starting with the 13 million daily players of Minecraft.