North Dakota Tourism sees immediate benefits from actor Josh Duhamel as voice talent

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Bismarck, N.D. - North Dakota Tourism saw immediate benefits of tapping into actor and North Dakota native Josh Duhamel as the voice talent for its 2014 advertising campaign.

Both North Dakota Tourism and Duhamel used social media as one of the channels to announce his role in the 2014 ad campaign. They specifically leveraged Facebook and Twitter, where Duhamel has more than 3.5 million Facebook fans and more than 790,000 Twitter followers, and North Dakota Tourism has more than 25,600 Facebook fans and 15,870 Twitter followers.

Within 24 hours of announcing Duhamel’s partnership with the campaign, North Dakota Tourism noticed the benefits through a boost in Web traffic, reach and exposure.

  • Website traffic at NDtourism.com increased greatly.
    • 4,945 individuals visited NDtourism.com the day of the campaign launch.
      • This represents a 290% increase in traffic as compared to the day before.
      • Of the 4,945 website visitors, 84% were new visits, meaning new people who had never before visited NDtourism.com.
      • North Dakota Tourism saw a 20% increase in requests for travel information.
      • In the 72 hours after announcing Duhamel as the voice talent, North Dakota Tourism’s tweet from @NorthDakota was picked up by additional news sources like Condé Nast Traveler and re-tweeted. The tweet reached more than 655,900 unique individuals and was seen 999,300 times.
      • Josh Duhamel’s Facebook post announcing he’s the voice of the Legendary advertising campaign had strong fan engagement. His post was liked by more than 26,000 fans and shared more than 1,190 times.  In addition, more than 900 fans commented on it.


“Josh has a genuine love for his home state and a great fan base. By having him as our voice talent, we are able to tap into his strong social media following to increase our reach and exposure about North Dakota’s tourism offerings,” said North Dakota Department of Commerce Tourism Division Director Sara Otte Coleman. “Our partnership with Josh has already paid off with an immediate increase in Web traffic and travel requests. We appreciate Josh’s willingness to partner with us at such a discounted rate.  This allowed us to show the variety of experiences visitors are interested in and feature one of our most famous celebrities.”

The immediate benefit of North Dakota Tourism’s partnership with Duhamel has so far been social media- and Web-based. The Minot native has long been known to talk about his home state of North Dakota in interviews.

North Dakota Tourism’s ad campaign, alongside ads for Travel Poland, New York City and Quantas Air was recognized by travel intelligence company Skift as best travel ads of the week.

North Dakota Tourism launched its 2014 advertising campaign last week. The campaign targets audiences in Minnesota, Wisconsin, South Dakota, Montana, Manitoba and Saskatchewan. Duhamel is the voice talent for North Dakota Tourism’s television ads that use stunning video to showcase the experiences research show visitors are interested in. Most of those ads begin airing this spring.

North Dakota Tourism’s 2014 advertising campaign can be viewed online at NDtourism.com.

As one of North Dakota’s leading industries, tourism attracts visitors to the state’s 646 attractions, 357 events and festivals, and 886 hotels. In addition, more than 33,000 jobs in North Dakota are attributed to this robust industry.

Follow North Dakota Tourism on Facebook at www.facebook.com/TravelND or on Twitter at http://twitter.com/NorthDakota and get tips on what to see and do all year long.