Monumental Celebration
Concept • ARt direction
Mount Rushmore is about as American as apple pie. So to raise awareness of the state in a key drive market--Chicago--we threw a big, patriotic summer party to remind the Windy City that South Dakota is a close, affordable, and family friendly travel destination. We created a 1/3 scale replica of Mount Rushmore and also a Needles-like climbing wall, placing it in Chicago’s famed Millennium Park. We also had a free barbecue with South Dakota fare like Bison burgers, and Thomas Jefferson's original recipe ice cream.
Winner of a Gold Hospitality Sales & Marketing Association International Adrian Award 2018
An imposing, 25-foot climbing wall towered above the event, representing the Needles spires from Custer State Park, a popular rock climbing destination. Nearly 550 climbers braved the heights to get a better view of Mount Rushmore.
The event itself earned over 4,800 personal engagements while PR placements lead to nearly 134 million impressions. Website traffic from Chicago increased 70%, with a new user increase of 62%, and a paid search increase of 213%.
The design direction was based off of traditional letterpress printing. With offset and color overlays, we wanted to give it the traditional, throwback feel that is a hallmark of South Dakota's brand, while still keeping it fresh and modern. We created posters, apparel, cups, and giveaway items that people could take with them to remember us.
