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Published April 25, 2012, 04:42 PM

Official: ND Tourism Increases by $927M Since 2002

BISMARCK, N.D. (AP) — North Dakota's visitor industry grew by $927 million after the 2002 launch of an advertising campaign highlighting the state's legendary figures and potential for adventure, the state's tourism director said.

By: Associated Press,

BISMARCK, N.D. (AP) — North Dakota's visitor industry grew by $927 million after the 2002 launch of an advertising campaign highlighting the state's legendary figures and potential for adventure, the state's tourism director said.

The North Dakota Legendary brand is in its 10th year and helped create more awareness of North Dakota and what it has to offer, Tourism Director Sara Otte Coleman said.

Advertising has featured Theodore Roosevelt, Lewis and Clark, and Sakakawea. The brand also has focused on North Dakota's scenery, culture and adventures.

A North Dakota State University study said nonresident spending grew from just more than $3.5 billion in 2002 to about $4.5 billion in 2010. Tourism is North Dakota's third-largest industry, behind agriculture and energy.

Since 2002, the total investment in the Legendary advertising campaign was $17 million, according to the tourism agency.

The agency is investing about $2 million in media buys this year and spent similar amounts in recent years, Otte Coleman said.

The target market is the Upper Midwest, including Minnesota, Wisconsin, Montana and South Dakota, as well as Manitoba and Saskatchewan in Canada. The agency also does niche marketing nationally to promote the state's outdoor activities.

The return on investment during the 10 years of the Legendary campaign has ranged from $55 to $123 for every dollar spent on paid advertising, Otte Coleman said.


Copyright 2012 The Associated Press.

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