Monumental Celebration

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South Dakota Tourism
  • Experiential Marketing & Events
  • Media Relations
  • Public Relations
  • Social Media


The South Dakota Department of Tourism wanted to bring Mount Rushmore to Chicago, Illinois, one of its top drive markets, to remind Chicagoans that South Dakota is a close, affordable and ideal travel destination. The vision was to create a ⅓ scale replica of Mount Rushmore and a Needles-like climbing wall, placing them within Chicago’s famed Millennium Park – a location that attracts a vast number of locals and visitors daily.


The 30- by 22-foot Mount Rushmore replica consisted of 2,750 pounds of high-density foam and 2,800 pounds of metal for the framework. The model was accompanied by a 25-foot climbing wall.

To kick off the upcoming 4th of July holiday, the mountain served as a backdrop for a BBQ in Millennium Park with offerings such as hot dogs, beef and bison sliders, baked beans, watermelon slices and Thomas Jefferson ice cream.

We created and promoted a Facebook event for locals and conducted targeted outreach to find top-tier outlets, ultimately resulting in significant exposure.

monumental statues
social post on iphone


Activation Day

  • 16,800 impressions
  • 4,800 personal engagements

Social Media

  • 317,270 reach (Facebook and Twitter)
  • 38,058 impressions (Facebook and Twitter)
  • 351 engagements (Facebook and Twitter)
  • 37,235 story views (Instagram)

Facebook Event and Promoted Post

  • 48,000 Chicagoans reached at event
  • 669 responses
  • 83,248 impressions
  • 1,467 engagements

Public Relations 

  • 69 placements, leading to 133,822,742 impressions
  • 12 broadcast segments (total audience: 336,154) with on-the-ground interviews for Secretary of Tourism James Hagen on WGN-TV and NBC Chicago
  • 24 online placements (total UVM: 99,122,012)
  • 48,000 Chicagoans reached at event
  • 69 PR placements

    leading to 133,822,742 impressions.

  • 38,058 social impressions
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