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Business Attraction Marketing

On September 9, 2024, Explore Minnesota, in partnership with the Governor's Office and Minnesota Department of Employment and Economic Development (DEED), launched a new multichannel Star of the North campaign to attract businesses to locate or expand in Minnesota. Building on the story that Minnesota is a top place to visit and live, the campaign highlights why Minnesota is a top 10 state for business.  

The new initiative captures the stories of leading businesses across key industries, such as advanced manufacturing and life sciences, and features video testimonials from four Minnesota businesses:

  • Mayo Clinic Business Development, the ventures arm of the world-famous Mayo Clinic, and Destination Medical Center, Rochester's economic development organization focused on making the city a health and wellness destination
  • Microbiologics, a life sciences company specializing in microbiological research services based in St. Cloud
  • Polar Semiconductor, a high-tech manufacturer providing high-voltage semiconductors based in Bloomington
  • Rosenbauer America, the largest producer of custom fire trucks worldwide based in Austria, with a manufacturing facility in Wyoming

The multi-channel campaign, which launched alongside new web content on the Explore Minnesota website, is running nationwide through June 2025. 

Media tactics include digital and video partnerships with Business Facilities (a popular site selection magazine), Forbes, NPR, The Wall Street Journal, connected TV and social media. The campaign will also feature paid search.

Read more about why businesses should consider Minnesota and watch the Business Stories at https://www.exploreminnesota.com/business.

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