On March 4, 2024, Explore Minnesota launched a new workforce attraction and livability marketing campaign to answer: “What can I be a part of in Minnesota?” A key initiative of the agency's overarching "Star of the North" marketing, the campaign takes an unscripted, documentary-style approach, following residents as they explore the places and people that make Minnesota rich with character and optimism.
The initiative features multiple long-form videos that tell the story of newcomers to the state who came for a job opportunity and stayed because of the access to opportunity and high quality of life. The stars of each video come from all walks of life and live across the state - large cities, suburbs, and rural Minnesota. Each video also features target industries including technology, high-tech manufacturing, education, and health and wellness.
Targeting cities across the nation, including many new markets that Explore Minnesota has not previously entered through its tourism marketing, the campaign also focuses on individuals with similar "Minnesota values" in target industries and those with a digital footprint indicating a willingness to relocate. The long-form videos range from 3-4 minutes and are supported by 0:15 and 0:30 second spots for use in mass media channels. Media tactics include digital and video partnerships with Conde Nast, Wired.com, connected TV, social media and digital audio.
As part of the launch, Explore Minnesota also introduced new webpages at ExploreMinnesota.com/live, which have a similar style and messaging to our tourism campaigns. Across the "Star of the North" campaign, the livability and tourism ads support and amplify one another and link with each other throughout the website.
Watch all Life in Minnesota videos
View the Star of the North Toolkit for brand and campaign assets.
