Starting this year, South Dakota will have a new hook to reel in potential tourists to the state.

Governor Dennis Daugaard unveiled the new “My Great Place” marketing campaign on Thursday night at a state tourism convention. The "My Great Place" theme is a riff on the state’s “Great Faces. Great Places” slogan.

The catchphrase "Your Great Journey" which debuted in 2012 and helped draw visitors from around the world has been replaced in favor of the new "My Great Place" theme.

According to Daugaard, tourism brought in $2 billion to South Dakota's economy in 2014. Roughly one in 11 South Dakota jobs depend on travel and tourism spending.

This year - 2015 - is expected to be a big year for travel and tourism in South Dakota with two key anniversaries slated to happen; the 75th Sturgis Motorcycle Rally and the 50th Custer State Park Buffalo Roundup.

The attendance at this year's rally alone could exceed the population of South Dakota, with early estimates ranging from 750,000 to 1 million people. That is a significant increase over last year's estimated 442,000 attendees.

The new advertising campaign will be one aimed at authenticity, says Secretary of Tourism Jim Hagen. Television ads will feature various South Dakota landmarks like the Corn Palace in the eastern part of the state to the Crazy Horse Memorial in the west. All the locations are designed to emphasize the variety of things that make the state “My Great Place.”

"My Great Place’ is both a physical location and a state of mind,” Daugaard said. “It’s personal and different for every traveler who visits South Dakota."

Some of the markets that South Dakota will target with the new campaign include; Minneapolis, Denver, Milwaukee; and Omaha, Nebraska.

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