North Dakota’s most fundamental challenge as a vacation destination is low awareness.  Oftentimes, the only image in a potential visitor’s mind has been a snowy scene from the movie Fargo or the perception of long, cold winters. Though North Dakota is a place to find outdoor adventure, an uncrowded national park, vibrant cities and communities statewide, we recognize that most travelers have limited knowledge of the state.

With a lower budget than the year prior, the 2022 campaign was the most efficient to date based on KPIs of video completions, website conversions, and travel guide views and requests.