PIERRE, S.D. -- A campaign last year in South Dakota aimed at combating rising fuel prices and a predicted slump in summer tourism travel proved to be an overwhelming success. The Twenty Bucks for the Road campaign, launched in the spring of 2006, was a partnership between the South Dakota Office of Tourism, American Coalition for Ethanol (ACE) and the Ethanol Promotion & Information Council (EPIC).
The campaign issued 31,607 vouchers for $20 worth of ethanol-enriched fuel to potential out-of-state visitors from 15 states. Of the vouchers issued, 13,904 [image-nocss] were redeemed and honored by South Dakota retailers from May 1 to Aug. 31, 2006, a 44% redemption rate.
Other findings included that the amount of ethanol-enriched fuel purchased was $456,251.69. This amount represents $179,053.54 in additional fuel purchase over the $20 voucher. The average distance traveled to redeem was 224.75 miles. The longest distance traveled to redeem was 1,345 miles.
The Twenty Bucks for the Road' campaign proved to be an unexpected and pleasant surprise, said Governor Mike Rounds. We were able to draw national attention to South Dakota and overcome obstacles such as higher-than-average temperatures and increasing gas prices.
The Office of Tourism's 2006 Intercept Study found that the daily economic impact of one travel party to South Dakota was $221.77, and that the average length of stay for a travel party was 4.2 days. Based on 13,904 redemptions, the economic impact of the campaign was $12,950,658.34.
The Twenty Bucks for the Road campaign earned national media attention, and the tourism office estimates that it reached more than 27 million people. When combined with the paid media placement, the tourism office estimates that it reached more than 58 million people through readership and circulation.
The campaign was developed by the South Dakota Office of Tourism and Lawrence & Schiller. The campaign is a key component of the 2010 Initiative goal to double visitor spending.
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