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Destination Marketing Award Scoresheet

Roster

Branding and Integrated Marketing Campaign

  • Faribault Area Chamber of Commerce and Tourism Under $300,000
  • Minneapolis Northwest Tourism Over $300,000 * Clarified
  • Park Rapids Lakes Chamber & Tourism Over $300,000

Niche Targeting

  • Montgomery Area Community Club Under $300,000
  • Otter Tail Lakes Country Association Over $300,000
  • Lake of the Woods Tourism Over $300,000

Social Media Campaign

  • Minneapolis Northwest Tourism Over $300,000
  • Park Rapids Lakes Chamber & Tourism Over $300,000
  • Otter Tail Lakes Country Association Over $300,000

Special Project

  • Meet Minneapolis on behalf of MSP Regional Partners – Over $ 300,000
  • Minneapolis Northwest Tourism – Over $300,000
  • Discover St. Louis Park –Over $ 300,000
  • Visit Duluth-Over $300,000
  • Minne-Road Trips Over $300,000

 

Destination Marketing Awards

Branding and Integrated Marketing Campaign

Effective integration of two or more components of a marketing campaign. Includes advertising, digital media, print, social, public relations, etc.

List of Nominees:

Faribault Area Chamber of Commerce and Tourism (Under $300,000)

visitfaribault.com

Summary of nomination including objective, tactics and results: Creating a platform that allows Faribault to tell our story to Visitors, Investors, and our Community Members. The Brand must be genuine to our History and we Must Deliver on our Brand Promise The Brand Message should be Cross Functional create Partnerships both Private and Public so that Faribault is Consistent in our Messaging and Marketing MAKING AMERICAN STORIES; WHY THIS FITS Faribault's rich history as one of the earliest Minnesota Territory Economic Centers in Fur Trading and Milling Continuous industrial presence in the Milling Industry Home of the State Academies of the Deaf and Blind established in the First Legislative convening in 1865 Downtown Faribault is the Largest Historic District in Greater Minnesota We are home to International Businesses from Germany, France, Japan and Mexico Shattuck - St Mary's was established in 1858 and is now hosting students from 27 countries The New American demographic in Faribault is becoming a notable workforce solution in the modern economy FINALLY A MEANINGFUL CROSS FUNCTIONAL SET OF SUB-BRANDS THAT ALL TIE BACK IN. eXPERIENCING, PRESERVING, CRAFTING AND SHAPING AMERICAN STORIES ALLOW US TO SPEAK TO OUR GREATEST STRENGTHS AND ASSETS WHILE MAINTAINING THE INTEGRITY OF OUR BRAND.

Supplimental materials: Faribault pdf

Enter scoresheet here


Minneapolis Northwest Tourism (Over $300,000)

https://www.minneapolisnorthwest.com/

Summary of nomination including objective, tactics and results: Chalkfest at Arbor Lakes in Maple Grove is one of the largest street art festivals in the Midwest. With nearly 50 artists from all over the world, extraordinary chalk masterpieces were created on the streets of Arbor Lakes. Crowds estimated at 30,000 strolled the free, 2-day festival. Beginning on Saturday, June 8th, people of all ages watched as works of art progressed, enjoyed food trucks, live entertainment and family fun. The event culminated with the finished masterpieces displayed and an awards ceremony on Sunday, June 9th. Minneapolis Northwest Tourism's objective was to market the event inside and outside of the Metro area in order to attract visitors and increase attendance from previous years. The marketing team executed an integrated marketing strategy that included digital, print, social media and public relations. This year Minneapolis Northwest Tourism shifted more marketing dollars to digital tactics such as geo-fencing and content activation (native advertising) in order to reach larger, targeted audiences. The campaign resulted in over 8 million impressions at a media cost of less than $56K. Chalkfest organizers estimated that there was a 33% increase in 2019 attendance, the largest turnout in the event's history. The 2019 Chalkfest was fourth collaboration between Arbor Lakes Business Association and Minneapolis Northwest Tourism. The partnership demonstrates the important role a Destination Marketing Organization can play to help successfully promote events which bring visitors to the area and build community.

Supplimental materials: Chalkfest pdf Chalkfest logo Chalkfest photo

Enter scoresheet here


Park Rapids Lakes Chamber & Tourism (Over $300,000)

www.parkrapids.com

Summary of nomination including objective, tactics and results: I AM NOMINATING THE WORK THAT GOES BEHIND PROMOTING THE USXC SNOWMOBILE RACE/Heartland 200. EVERY YEAR THE CHAMBER HAS TO MAKE SURE EVERYONE IN THE AREA KNOWS THE ROUTE OF THE 200 MILE SNOWMOBILE RACE. WE DON'T ONLY GET SPONSORS AND GET THE POSTERS OUT, WE HAD A RADIO AND SOCIAL MEDIA CAMPAIGN TO GET PEOPLE TO LOOK AT THE MAP ON OUR WEBSITE. BASICALLY WE HAD TO MAKE SURE PEOPLE AT LEAST HAD A VAGUE IDEA OF THE ROUTE BECAUSE RACERS ARE LITERALLY SPEEDING THROUGH THE WOODS. IT TAKES SOOOO MUCH COORDINATION. WE COORDINATE WITH AREA SNOWMOBILE CLUBS, CHAMBER MEMBERS, SPONSORS, THE DNR, LOCAL PRESS, VOLUNTEERS AND THE USXC ORGANIZATION. PULLING OFF THE USXC IS TRULY A BRANDED AND INTEGRATED MARKETING CAMPAIGN, NOT ONLY TO PROMOTE THE EVENT, BUT FOR THE SAFETY OF COMPETITORS AND EVERYONE ELSE ON THE SNOWMOBILE TRAILS. ALSO THE USXC IS A TRAVELING SNOWMOBILE RACE AND THEY AWARDED LAST YEARS "PROMOTER OF THE YEAR" AWARD FROM USXC.

Enter scoresheet here

 

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Niche Targeting

Marketing campaign/initiatives directed to a specific type or category of travel including but not limited to: hunting/fishing, snowmobiling, hiking, cultural heritage tourism, agritourism, ecotourism, culinary, etc.

List of Nominees:

Montgomery Area Community Club (Under $300,000)

http://www.montgomerymn.org/

Summary of nomination including objective, tactics and results: In 1929, Montgomery hosted its first Kolacky Day. The term Kolacky Day may not mean much to people at a distance who are not familiar with the name, but if they ever attended one of the celebrations and filled up on that Bohemian delicacy they will join the pilgrimage to this city each year hereafter. In 2019, Montgomery celebrated its 85th Annual Kolacky Days celebration and has continued to highlight this unique culturally area of Minnesota commonly known as Minnesota Czech Country. In 2014 and every other year thereafter, attendees have been surveyed to learn how to improve the experience. Based on these results, one of the objectives was to increase the area's heritage in the celebration. First tactic was a complete redesign of the website – www.kolackydays.com - that highlight the many events and activities found within Montgomery over the weekend with a significant focus on the cultural highlights of the weekend. The community club added a photography contest to the weekend's activities to capture these meaningful moments by asking attendees to submit photos from the weekend to be used on the website and social media. Another tactic was adding the Czech culture to the weekend. Examples included purchasing Czech Republic flags to coexist with the US flags along Main Street. The community club also added a Window Display Contest for our businesses to decorate their windows with a particular theme. Other examples have been adding Czech themed face-in-holes, expanding Czech food and drink options and including the Czech language where appropriate and finally added polka music to the fireworks display. The end result of these marketing directives has been featured on the TV show – Small Town Big Deal and an increase in attendance seem through our receipts over the past few years with 2019 being the best yet.

Enter scoresheet here


Otter Tail Lakes Country Association (Over $300,000)

www.ottertailcountry.com

Summary of nomination including objective, tactics and results: tO SHOWCASE THE AMAZING DINING OPPORTUNITIES IN oTTER tAIL cOUNTY, THE tEAM AT otlca CREATED A "BEST OF SERIES." IN 2019, THEY COMPLETED VIDEOS ON THE "BEST": PIZZA, IRISH TRADITION, EASTER BUFFET, PIE, STEAK, SIGNATURE SANDWICH, ICE CREAM, CLUB SANDWICH, HOT BEVERAGE & BEER. tHE CAMPAIGN RESULTED IN 31 FACEBOOK POSTS AND MULTIPLE TWITTER & INSTAGRAM POSTS. Here's some data from THE "bEST OF" DINE campaign. What's Cooking?

videos: 34,706 people reached 17,098 total views 100% organic

Hey there everybody, it's me...your inner otter: https://www.youtube.com/watch?v=zMz2nVfufiQ&list=PLuZ3BsRIR3ZJg2EUVpn5jXS7gpGHmuf5Z&index=2&t=8s
https://www.youtube.com/watch?v=R_b5IQNguJM&list=PLuZ3BsRIR3ZJg2EUVpn5jXS7gpGHmuf5Z&index=2
https://www.youtube.com/watch?v=vgVjkJQ6AxE&list=PLuZ3BsRIR3ZJg2EUVpn5jXS7gpGHmuf5Z&index=3

https://www.youtube.com/watch?v=ljJyOJlrrUc&list=PLuZ3BsRIR3ZJg2EUVpn5jXS7gpGHmuf5Z&index=4

Supplimental materials: Statistics pdf

Enter scoresheet here


Lake of the Woods Tourism Over $300,000

www.Lakeofthewoodsmn.com

Summary of nomination including objective, tactics and results: Walleye Wars. On January 3rd, 2019, Lake of the Woods Tourism teamed up with Devils Lake ND Tourism for a marketing / PR event called Walleye wars to promote ice fishing. Kicked off with a Facebook Live video at the 2019 St. paul ice Fishing show, the purpose of this event was to draw awareness and provide education about ice fishing in both markets. both destinations are premier ice fishing lakes with a lot of NOTORIETY. The aspect of two competitors working together along with the aspect of a one day competition with each market reporting from the ice every hour grew excitement. Each hour on Facebook Live from the fish house, we featured a different guest from the community. This made it interesting to viewers but also was an opportunity for education and exposure. Results were astonishing... -Overall reach: 16M -Earned Media across the U.S. -Social Media Reach: 500,000 -Facebook Live Video views: 240,000 the niche in this promotion was ice fishing Two competitors came together for mutual benefit. Walleye wars.

Supplimental materials: Walleye Wars poster Walleye Wars PPTX Walleye Wars screencap

Enter scoresheet here

 

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Social Media Campaign

List of Nominees:

Minneapolis Northwest Tourism Over $300,000

Website: Minneapolisnorthwest.com

Social media handles: Facebook: @minneapolisnorthwest, Twitter & Instagram: @mplsnorthwest

Summary of nomination including objective, tactics and results: Objective: As Minneapolis was gearing up to host the NCAA Final Four in 2019, Minneapolis Northwest Tourism was looking to leverage the national sporting event to create our own fun and interactive social media campaign to drive engagement on our social media platforms and highlight the rich diversity of our area. Strategy: One of the best assets we have in Minneapolis Northwest is our diverse and locally owned restaurants, so we set out to highlight the wide variety of restaurants through our Taste of Minneapolis Northwest social media campaign.

Tactics:

• Create a Taste of MNW bracket compiling a wide variety of some of the best locally owned restaurants in Minneapolis Northwest, representing a smorgasbord of cuisines from around the world. Post bracket to launch campaign.

• Schedule and design polls for the two-week campaign, with two opportunities to vote each day across Facebook and Instagram (via polls in stories) within a 24-hour time span. Upon completion of each poll, the winner was announced in a new post, and then the bracket was re-calibrated.

• Tag and encourage participation from partners throughout the campaign.

• Final winner was announced and rewarded with a framed certificate from MNW and featured in a post.

Results:

• Instagram: o 484 votes o 3,414 views

• Facebook: o 2,375 votes o 334 engagements o more 27K reached

• Website traffic: o 14% increase in users o 13% increase in sessions o 65% increase in session duration

Supplimental materials: Minneapolis Northwest pptx Minneapolis Northwest xlsx Minneapolis Northwest mp4

Enter scoresheet here

Park Rapids Lakes Chamber & Tourism )Over $300,000)

www.parkrapids.com

Social media handles: Visit Park Rapids, Park RAPIDS lAKES aREA chAMBER OF coMMERCE & tOURISM

Summary of nomination including objective, tactics and results: I AM NOMINATING THE "ONLY MEMORIES" CAMPAIGN THAT WAS PUT TOGETHER TO HELP PROMOTE THE 2019 DISCOVERY GUIDE. NOT ONLY DID IT REUSE A LOT OF THE PICTURES THAT WE ALREADY HAD, BUT PEOPLE REALLY SEEMED TO LIKE IT. BASICALLY I WOULD POST THEM ON OUR FACEBOOK, INSTAGRAM AND WEBSITE AND THE PICTURES WOULD LEAD TO THE SECTION OF OUR SITE WHERE THEY CAN ORDER A GUIDE. NOT ONLY IS IT AN UNINTENTIONAL MIX OF "ONLY IN MN" AND PARK RAPIDS "cATCH A MEMORY" CAMPAIGNS, BUT IT CELEBRATES OUR AREA AND WORKED AS A TIE-IN WITH THE HEARTLAND LAKES BRAND. I DON'T HAVE THE FINAL GUIDE ORDER NUMBERS TO COMPARE THEM WITH LAST YEAR BUT I KNOW IT HAS LEAD TO MORE GUIDES BEING ORDERED THROUGH OUR WEBSITE.

Summplimentary materials: Park Rapids 1 png Park Rapids 2 png Park Rapids 3 png

Otter Tail Lakes Country Association (Over $300,000)

www.ottertailcountry.com

Social media handles: https://www.facebook.com/OtterTailCountry/

Summary of nomination including objective, tactics and results: If you can't find your inner otter, sometimes he finds you. The otter goes on the road in this socially driven "Inner Otter Visit" video series. stats: We did 28 Otter Visit videos in 2019, so far. the videos reached a total of 174,931 people on Facebook...100% organic. the videos were viewed 95,928 times on Facebook. here's a couple of youtube examples. https://youtu.be/yM-4QnavacM https://youtu.be/7pWyH0RRRyE

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Special Project

(public relations, website, branding, co-op or other)

List of Nominees:

Meet Minneapolis on behalf of MSP Regional Partners – (Over $ 300,000)

minneapolis.org

Summary of project including objective, tactics and results: To introduce the Minneapolis-Saint Paul region to the New York media to influence future editorial coverage, Meet Minneapolis led the effort to bring like-minded organizations to New York City to meet with writers and editors and host two events: one at Meredith, a publishing house, and another featuring local chef Justin Sutherland Goal: Secure media contacts/appointments to generate additional media exposure for minneapolis-saint paul and the state. Partners: Bloomington Convention and Visitors Bureau, Mall of America, Greater MSP, Metropolitan Airports Commission/MSP, Explore Minnesota Tourism, Minnesota Department of Employment and Economic Development, Visit Saint Paul and meet minneapolis. Results from program: 8 partner organizations met with 85 media members across four days, including 13 deskside appointments, 55 Hearst Media event RSVPs and 20 media attendees at our culinary event. Four Instagram story posts from attendees resulted in an immediate 109,000 impressions, and more than a dozen follow-ups from the group. All organizations indicated an interest in continuing to work together to grow our presence in the new york-based media landscape.

Enter scoresheet here


Minneapolis Northwest Tourism – (Over $300,000)

Minneapolisnorthwest.com

Summary of project including objective, tactics and results: Opportunity: Minneapolis Northwest Tourism's Hospitality Rockstar program is in need of a revamp due to low participation, lack of awareness and dated appearance. Background: The Hospitality Rockstar program was designed to stimulate and reward exceptional customer service by front line employees working in the hospitality community. A Hospitality Rockstar is a front-line employee or volunteer who displays stellar customer service and has gone above and beyond for their guests. This program supports our mission to create meaningful experiences in Minneapolis Northwest, as well as our vision that Minneapolis Northwest will be recognized as the destination of choice for visitors, meetings, and events.

Goal: To improve Minneapolis Northwest's Hospitality Rockstar program, with a complete revamp of the program, to build more momentum and bring in more nominations.

Objectives:

• Increase the amount of nominations by 50 percent over the course of the 2019 program.

• Improve the perception (and also awareness) of the program, as measured by a pre- and post-2019 program survey.

• Get a dozen nominations from consumers/visitors for the first time in the programs history through outreach in social media and incentives upon completion of the program.

Strategies:

• Improve and increase communications for the 2019 Hospitality Rockstar program.

• Make it easier and more convenient for partners and consumers/visitors to nominate candidates.

• Give the program a fresh look and feel, making it more appealing and enticing to all those involved.

• Use social media and incentives to reach the consumer/visitor audience.

• Work with local media to promote the program.

Results:

• Nominations doubled from quarter one to quarter two and tripled in quarter three, followed by the largest amount of nominations throughout the campaign in quarter four.

• Generated positive feedback from partners.

• Saw in increase in engagement in social media posts and secured media coverage of quarter three winner.

Supplimental materials: Minneapolis Northwest docx Minneapolis Northwest pptx Minneapolis Northwest mp4

Enter scoresheet here


Discover St. Louis Park – (Over $ 300,000)

www.discoverstlouispark.com

Summary of project including objective, tactics and results: In 2017, WE created two tourist videos showcasing a variety of people/attractions. The videos were well-made, but costly and we did not own the raw footage for future repurposing. This year we set out to create a new series of videos.

Our requirements were:

• Employ a storytelling approach - follow the same people within a video as they explore our area, creating a visual itinerary for others to follow

• Provide itineraries for different types of travelers

• Seasonally themed

• Multiple video lengths for use on website, social media, YouTube, Connected TV, etc.

• Ability to own all footage

• Cost-effective, yet high-quality

We approached the Twin Cities Film Fest, a non-profit festival based in our city, with our ideas. They were in the process of starting their own Production Services company and we became their first client. They offered a complete solution utilizing professional Minnesota filmmakers, crew and talent. They took our concept and budget and matched us with a filmmaker and crew who could implement our vision. They also helped cast and secure professional actors. TCFF earned a modest fee, but all other money went towards actual production costs. Storyboarding and casting took place in April and May, and filming in June, September, and October. The result is our Sweet Escapes Video Itinerary Series, which ties into our "Minnesota's Sweet Spot" tagline. There are 5 videos: Girlfriend Getaway (Spring), Family Vacation (Summer), Business Traveler (Summer), Couples Getaway (Fall), and Retiree Getaway (Fall). Each has :15, :30, and :60 second versions. Each video highlights 6 different attractions experienced in a day/weekend. We've begun using the videos on our website, social media, YouTube & email marketing campaigns. In 2020, we will film a winter video and launch comprehensive seasonal campaigns. Our collaboration with TCFF was featured in the paper and Twin Cities Business Magazine.

Supplimental materials: Discover St. Louis Park docx Discover St. Louis Park results docx

Enter scoresheet here


Visit Duluth-(Over $300,000)

https://www.visitduluth.com/gowild

Summary of project including objective, tactics and results: In March, Visit Duluth organized a live marketing event during a Minnesota Wild hockey game at Xcel Energy Center. The Game Day Sponsorship provided Visit Duluth an opportunity to showcase special events with a customized message to 17,000 fans in attendance. Nine Duluth events partnered in the live activation, highlighting world-class events held throughout the year – the Duluth Airshow, Grandma's Marathon, and All Pints North, to name a few. Together, Visit Duluth and the event partners marketed Duluth as a unique backdrop for the city's many diverse events. During the Wild game, multiple booths set up along the concourses, were staffed by Visit Duluth and event partners offering exciting giveaways. Announcements throughout the game directed fans to explore all Duluth has to offer and intermission included an interactive trivia game while the electronic score board showed Visit Duluth signage. Two weeks leading up to the live event, television ads ran on Fox Sports North and a radio campaign on KFAN. In addition, Visit Duluth created social media ads promoting a ticket giveaway for the Wild game which reached over 22,000 people and generated 1,000 clicks. A customized landing page for the live marketing event, which was shared by the participating events, saw over 200 clicks per day during the two weeks leading up to the game. These numbers represent just a fraction of the objective of this marketing event – overall exposure. This campaign, with a budget of $25,000, was more than a live marketing event promoted online and social media, the exposure hit across multiple mediums and audiences in one branded campaign. You can find more information, including promotional materials and images, on the specially designed landing page - https://www.visitduluth.com/gowild.

Enter scoresheet here


Minne-Road Trips (Over $300,000)

Summary of project including objective, tactics and results: Minne-Roadtrip is a branded marketing collaboration between three “south of the metro” communities.  Northfield, Faribault and Owatonna together created this brand 3 years ago and have continued to work together to maximize the catchy brand by mobilizing a true iconic travel symbol with a decked out 1971 Kingswood wagon complete with a photobooth in the rear seat.

“Minne” has been featured in parades and shows over the last year and has been a hit with show-goers and locals alike.  The early results of the data-capturing photobooth have been impressive and the less tangible “buzz” created with literally dozens of families lining up to use the photobooth ensures her handlers that the work is well worth it.

Enjoy the video our Owatonna partner created and you’ll understand that this innovative effort showcases not just our three communities but brings attention to our whole state!

https://youtu.be/6sSkyT9OJsQ

In 2018 we (Minne Road Trip partners) purchased a station wagon along with a photobooth to engage visitors to take an old fashion road trip.  The station wagon and the photobooth were both used at multiple travels shows.  Over the past year, we’ve taken “Minne” (the station wagon) to three travel shows to promote leisure travel to Northfield, Faribault & Owatonna.  Our booth was setup for people to hop into the backseat of the “Minne” and have their picture taken in the photobooth.  This was a great way for us to also capture leads while people were having fun.  If they wanted to receive their photo, they had to submit their email address and phone numbers.  We also encouraged them to share their pictures on social media and hashtag #minneroadtrip to be entered into a drawing to win a large prize of experiences, hotel stay, restaurant, gift cards and many other fun items. 

We also used their email addresses to follow up with an itinerary and newsletters through out the year to keep engaging them to come on a Minne Road Trip!

We’ve attached a link of a 2-minute video that will help explain all the fun we’ve had promoting people to take a Minne Road Trip.

Enter scoresheet here

 

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