GEICO is the title sponsor of the Park Visitor Welcome Maps and RV Guides. The maps are comprehensive guides to the entire state park system, and feature tips and suggestions for what to see, as well as a large map. GSG created GEICO Road Trips for each map that allow GEICO to integrate into the map content and appeal to park visitors. Each road trip also has driving tips, including insurance information.
As part of the campaign, 20% of the proceeds from the Park Visitor Welcome Maps are donated back to parks through the 20% for Parks program, creating good will and a great cause story for GEICO.
GSG also created a “Rides Guide” for Custer State Park, which is handed to the 100,000 visitors of the Sturgis Motorcycle Rally, a highly targeted group of motorcycle riders. 25,000 Rides Guides are handed out in the 2 week period surrounding the Sturgis event, and show travelers the best 3 motorcycle rides in the area. Large interpretive signs with the rides are also posted at Custer State Park.