North Dakota’s tourism industry grew by $927 million after the launch of an advertising campaign, “North Dakota Legendary,” highlighting the state’s legendary figures and potential for adventure, according to the state’s tourism director, Sara Otte Coleman.
She said the North Dakota Legendary brand, in its 10th year, has built awareness of the state's attractions. Advertising has featured Theodore Roosevelt, Lewis and Clark, and Sakagawea and focused on scenery, culture and adventures, inviting visitors to come and create their own legends. Tourism is the state's third-largest business.
The Tourism Division is investing about $2 million in media buys this year and spent similar amounts in recent years targeting the Upper Midwest and Canada.