Situation
The South Dakota Department of Tourism wanted to bring Mount Rushmore to Chicago, Illinois, one of its top drive markets, to remind Chicagoans that South Dakota is a close, affordable and ideal travel destination. The vision was to create a ⅓ scale replica of Mount Rushmore and a Needles-like climbing wall, placing them within Chicago’s famed Millennium Park – a location that attracts a vast number of locals and visitors daily.
Action
The 30- by 22-foot Mount Rushmore replica consisted of 2,750 pounds of high-density foam and 2,800 pounds of metal for the framework. The model was accompanied by a 25-foot climbing wall.
To kick off the upcoming 4th of July holiday, the mountain served as a backdrop for a BBQ in Millennium Park with offerings such as hot dogs, beef and bison sliders, baked beans, watermelon slices and Thomas Jefferson ice cream.
We created and promoted a Facebook event for locals and conducted targeted outreach to find top-tier outlets, ultimately resulting in significant exposure.
Results
Activation Day
- 16,800 impressions
- 4,800 personal engagements
Social Media
- 317,270 reach (Facebook and Twitter)
- 38,058 impressions (Facebook and Twitter)
- 351 engagements (Facebook and Twitter)
- 37,235 story views (Instagram)
Facebook Event and Promoted Post
- 48,000 Chicagoans reached at event
- 669 responses
- 83,248 impressions
- 1,467 engagements
Public Relations
- 69 placements, leading to 133,822,742 impressions
- 12 broadcast segments (total audience: 336,154) with on-the-ground interviews for Secretary of Tourism James Hagen on WGN-TV and NBC Chicago
- 24 online placements (total UVM: 99,122,012)
- 48,000 Chicagoans reached at event
-
69
PR placements
leading to 133,822,742 impressions.
- 38,058 social impressions
