← View All
← View All
2022
Overview
Reimagining a destination's digital identity for the next generation of travelers.
The Black Hills & Badlands Tourism Association had a website built in 2006 — and a brand that hadn't moved much since then. The people finding them online were landing on something that didn't speak to them.
Meanwhile, research showed that Gen Z was becoming a new travel-hungry generation, chasing experiences over things. We wanted to paint Black Hills as exactly that — a unique sensory experience.
I led the full digital overhaul: site architecture, messaging, SEO, social, and native advertising for paying clients. The core strategic shift was simple — stop selling a destination, and start selling a feeling. Conversion metrics went up 21% after launch. Travel South Dakota acknowledged the work at the Governor's Conference on Tourism. The site has been redesigned since, but the strategic foundation is still the same one we built.