Travel South Dakota

All Crazies Welcome

People think the Sturgis Rally is just for middle-aged white guys and Harley stans. So in our campaign for the 85th rally, we took a detour, positioning it as a place where–no matter who you are– all types of crazy are welcome.

Billboard advertising the event 'Calling All Crazies' in Sturgis from August 1-10, featuring photos of people riding motorcycles and participating in activities.

Riders showed up

The 2025 Sturgis Motorcycle Rally drew the largest crowd in a decade. Over 500,000 vehicles entered Sturgis during the rally.

Billboard advertisement for 'Sturgis' motorcycle event, 1938 to 2025, featuring a woman in sunglasses and a black t-shirt sitting on a motorcycle, and another woman in motorcycle gear riding a bike on a highway, with trees in the background.
Screenshots of a motorcycle rally event website with sections about event dates, activities, and tickets, featuring images of motorcycles, performers, and festival scenes.

We teamed up with Travel South Dakota to provide communities across the state with ‘Welcome Riders’ posters, stickers, and T-shirts as hundreds of thousands of bikers flock to the state.

Rally Rush

Promotional graphics for the 2024 South Dakota Rally Rush event, featuring logos with motorcycles and rally motifs.
A collage of rally-themed stickers and T-shirts featuring black and white logos with motorcycles, a lion with a Viking helmet, and the text 'Rally Rush South Dakota 2024.'