Bigger. Better. More of what guests want to see.
For more than five decades, visitors have come to the North Dakota Badlands for the Theodore Roosevelt Medora Foundation’s signature event, but guests now have many entertainment choices to wrap around a trip to the Medora Musical. This expansion of options is paying off in the form of solid attendance numbers and extended stays despite economic and weather-related challenges.
“In the face of an economy that has seen a slowdown from prior years, and a sweltering heat wave that affected a huge swath of the US, the Medora Musical had its second best season in 53 years,” said Justin Fisk, TRMF’s marketing and communications director.
“An important part of Medora’s success this year was our agency team at KK BOLD. Their media and advertising expertise is a remarkably valuable part of connecting people to Medora,” Fisk said.
“The 2017 marketing plan was the culmination of years of working together to refine campaign messaging. We listened to our guests, built the campaign creative around why people love Medora, then honed in on where they spend their time in today’s world. This resulted in a smart mix of traditional and new or digital mediums,” he said.
KK BOLD’s 2017 media strategy included a foundation in traditional media with an additional emphasis on digital video – a strategy that worked well. Attendance at the Medora Musical topped 118,000, the second highest total in the event’s history. Bully Pulpit Golf Course also is enjoying a successful year with, weather permitting, a beautiful fall season still ahead.
In addition to touring Theodore Roosevelt National Park and spending time at some of Medora’s long-standing favorite attractions, guests now can fill their days with a variety of entertainment, including the popular TR Salute to Medora and the newest shows, Jared Mason Live and Gospel Brunch.
2017 special events included performances by Tigirlily, North Dakota’s favorite sister duo; Kat Perkins, a former Burning Hills singer who now is a recording artist; Big Buffalo Water Slide, the world’s largest inflatable slide; the Hot Air Balloon Rally & Kite Fest; Medora’s Beer and Bacon Festival; and the first-ever Bull Moose Mudder, a Badlands obstacle course mud run.
Attendance figures are one important measure of a tourist attraction’s success. In this case, another indicator is the Aug. 23 New York Times article titled “A Star-Spangled Revue Kicks Up Its Heels in the Badlands”, a glowing review of the events and scenery that make Medora a popular retreat from modern life.
Campaign creative developed by KK BOLD was an important part of Medora’s successful 2017 tourist season. Samples of our work and information to help you plan your next Medora adventure are available at medora.com.
TV spots focusing on the tradition of families who travel to Medora each year and the people who work, breathe and live Medora to keep those traditions alive.