On this page you will find the latest press releases and statements from the Office of Governor Walz and Lieutenant Governor Flanagan.
2/27/2024 8:25:21 PM
[ST. PAUL, MN] – Governor Tim Walz and Explore Minnesota today launched Star of the North, a new multi-platform campaign aimed at attracting visitors from around the world and recruiting top talent to Minnesota.
“As a top state for quality of life, health care, and business, we’re investing in a tourism and talent attraction campaign to promote Minnesota on a global stage,” said Governor Walz. “We’re also aiming to attract skilled workers to support our nation-leading health care, manufacturing, and technology sectors. Whether you’re visiting as a tourist, searching for a job, or looking to relocate, there are opportunities for everyone in Minnesota.”
“Minnesota’s got a lot going for it – we’re expanding economic opportunity, driving workforce development, and investing in our kids and families,” said Lieutenant Governor Flanagan. “From Greater Minnesota to the Twin Cities, we’re ready to welcome anyone who wants to see what we’re all about here in the North.”
The complementing tourism and talent attraction campaigns are the first of a kind for Explore Minnesota, promoting Minnesota in more places, and to more people, than the state has had capacity to reach in the past.
The Minnesota state legislature approved an increase of $3.84 million to Explore Minnesota during the 2023 session, and the state will invest $22 million in one-time funding over the next two years for an aggressive livability recruitment campaign. This new campaign will include national advertisements targeting workers in technology, health and wellness, education, and high-tech manufacturing. In total, this is a $25 million dollar investment to promote the state not only as a top tourist destination, but also a top place to live.
“With the Star of the North campaign, we are promoting Minnesota’s many offerings to more national and international travelers and future residents than ever before,” said Explore Minnesota Executive Director Lauren Bennett McGinty. “Minnesota ranks as one of the healthiest and most livable states in the nation with growing opportunities for job seekers and business owners. With uniquely green urban areas, sparkling lakes, cultural richness, and recreational opportunities, our state has unparalleled experiences for individuals and families.”
The Star of the North campaign builds on the Minnesota story, with the state continuing to place at the top of “Must Experience” travel lists and one of the strongest labor markets continuing to outpace the nation in job growth. From October to November 2023, the state added 9,500 jobs between October and November of 2023, marking the fifth consecutive month of growth, according to the Minnesota Department of Employment and Economic Development (DEED).
Minnesota’s economy is built on industry-leading companies, thriving small business, high innovation rates, an educated skilled workforce, and a diverse base of industries where there’s room for everyone to thrive. Ranking near the top of all factors important to business and livability, CNBC recently named Minnesota a top-five state for business. According to a Wallethub study, the state is a top place to raise a family, making it one of the best places to travel and live long-term.
The new ads will run in 22 states, Washington, D.C., and Canada.
The talent attraction ads will run in:
The tourism ads will run in:
To view the Star of the North campaign ads and for more information on the campaign, visit www.exploreminnesota.com andwww.exploreminnesota.com/live .
About Explore Minnesota: Explore Minnesota is the statewide tourism promotion agency for the state of Minnesota. Tourism is a key sector of Minnesota's economy, annually generating $16.6 billion in leisure and hospitality sales and employing nearly 275,000 workers.
Explore Minnesota is dedicated to growing the state’s economy through the promotion of tourism, livability, talent attraction and business development. Through innovative marketing, industry partnerships, and unique storytelling, Explore Minnesota highlights the vitality and diversity of traveling to and living in Minnesota.
About Explore Minnesota for Business: Explore Minnesota for Businessis a division of the state’s tourism and marketing office. The division has launched a new campaign aimed at recruiting top talent from across the United States to live and work in Minnesota. By leveraging public and private partnerships, Explore Minnesota for Business works to highlight the vitality, diversity, overall livability and economic opportunity of Minnesota.
