South Dakota Department of Tourism

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 replica of Mount Rushmore, scaled down to a third, 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 Fourth 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.