Wall Drug - The Marketing Campaign

The Marketing Campaign

Wall Drug earns much of its fame from its self-promotion. Billboards advertising the establishment can be seen for hundreds of miles throughout South Dakota and the neighboring states. In addition, many visitors of Wall Drug have erected signs throughout the world announcing the miles to Wall Drug from famous locations, treating it as a geodesic datum. By 1981 Wall Drug was claiming it was giving away 20,000 cups of water per day during the peak tourist season, lasting from Memorial Day until Labor Day, and during the hottest days of the summer.

Wall Drug has over 500 miles (800 km) of billboards on Interstate 90, stretching from Minnesota to Billings, Montana. Wall Drug spends an estimated $400,000 on billboards every year.