PIERRE, S.D. (WNAX) – Even in the middle of the travel season, tourism officials are working on next year’s plan.

South Dakota Department of Tourism Secretary Jim Hagen says they are continually researching who their prime targets should be.

Hagen says technology allows them to tailor numerous messages.

Hagen says they will tie that technology to a proven theme.

Hagen has said they will now be actively advertising in target markets year-round.