Scientific research is in.
Soon, the state Tourism Department will base all its advertising efforts on market research, says its director, Allan Stenehjem. The department has contracted with Odney Advertising Agency of Bismarck to develop a new strategic marketing plan for the state. Besides pinpointing where tourists are coming from and on what attractions they're spending their money, the research will also identify any new niche markets the state should tap, Stenehjem said. The state has conducted strategic marketing studies in the past, but it has been several years since one has been done. In recent years, the state has operated based on past successes rather than from a plan, he said.