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    Feature image for Spring/Summer Tourism Campaign

    Spring/Summer Tourism Campaign

    The Star of the North™ campaign continues as we feature longform "Travel Story" videos (ranging from 4-8 minutes) introducing and welcoming the following travelers to the state:

    • Music lovers from Chicago 
    • Foodies from New York City 
    • Female anglers from South Carolina
    • Crafters and makers from Colorado 

    These travelers encounter true Minnesota characters, adventure and charm. All long-form videos are supported by detailed, web-based trip itineraries, plus 0:15 and 0:30 spots and gorgeous documentary-style photography for use in mass-media channels.The campaign also includes 0:06, 0:15 and 0:30 second brand spots with clips from various episodes rolled into one.

    Music in Minnesota
    Traveling in Minnesota | Star of the North

    The advertising buy in Spring/Summer 2025 include:

    • Markets: MN, MT, WY, UT, CO, ND, SD, NE, IA, MO, KS, WI, IL, IN, MI, OH, Winnipeg, and Thunder Bay, Canada
      • Broadcast: Chicago, Winnipeg, Thunder Bay
    • Custom content package that include articles, emails, social, and high-impact units
      • 3 articles with Nativo and 5 articles with AFAR
    • Programmatic Video, Native and Display ads through a vast array of media partners
    • Programmatic Interactive Display + Video + Connected TV packages
    • Facebook/Instagram/TikTok ads
    • YouTube: skippable and non-skippable ads

    A national digital media strategy behaviorally targets travelers by their passion activities with niche campaigns (see more below). A flight market campaign in Dallas was selected for direct flight access, high levels of diverse travelers and past positive performance. 

    Spring/Summer Niche Marketing
    We’re inviting people to discover the state through niche topics such as Lake Life, State/National Parks, and Food & Drink/Live Music. The advertising buy includes:

    • Markets: National (niche travelers)
    • Custom content packages
      • National Geographic article
      • Smithsonian article & interactive map
      • Food & Wine article & multimedia component
      • Travel + Leisure article
      • Rolling Stone web section sponsorship
    • Programmatic video and radio, Native and display ads with a vast array of media partners
    • Programmatic Interactive Display + Video + Connected TV packages
    • Facebook/Instagram/TikTok ads
    • YouTube: skippable and non-skippable ads
    Lake Life in MN
    Music and Food in Minnesota
    State and National Parks in Minnesota

    Spring/Summer Partnerships
    To support the spring/summer advertising campaigns, Explore Minnesota will also partner with the following organizations:

    • Minnesota Twins Baseball --- This new partnership includes a one-month sweepstakes, TV streaming advertising on Twins.TV, and an out-of-state media campaign sponsorship.
    • Audacy--- This new partnership includes a sponsorship during the Minnesota Twins-Chicago Cubs gameday series at Wrigley Field from July 8 to July 10, advertising to Chicago Cubs fans with radio spots and live reads promoting Minnesota tourism.
    • Milwaukee Brewers Baseball --- This renewed partnership will include a two-week sweepstakes, auxiliary scoreboard signage and video spots running on 400+ American Family Field in-stadium televisions.
    • Good Karma Brands—ESPN Milwaukee --- This new partnership includes advertising to Milwaukee Brewers fans from May 1 to May 28, with digital ads, radio spots and live reads promoting Minnesota tourism and amplifying the Milwaukee Brewers sweepstakes.
    • Saint Paul Saints Baseball --- This renewed partnership includes an "Explore Minnesota Wednesdays Sponsorship" with in-stadium signage, TV and radio spots, live reads, MN Puzzlers, first pitch and radio interviews, a two-week out-of-market sweepstakes, travel guide distribution and more.
    • Pride Journeys --- This new partnership includes a one-year, multi-channel national marketing package to inspire and welcome the LGBTQ+ communities to visit Minnesota.
    • Mpls-St Paul Magazine --- This partnership includes sponsoring the June JUNIOR Summer issue, which features branded content and print ads promoting Minnesota summer family-fun activities and destinations.
    • Outfront Media --- This new partnership includes advertising in Chicago’s West Loop on a large, illuminated vinyl billboard from June 16 to July 13 in a highly trafficked and populated area near the Ogilvie Transportation Center and Chicago Union Station on Washington Boulevard.
    • Northwestern Athletics --- This continued partnership includes promotional assets with a one-month sweepstakes, radio spots, live reads, signage, travel guide distribution, and digital ads during all Northwestern vs. Minnesota home and away games.

    Other marketing partnerships include USA Today Publications–Milwaukee Brewers Official Yearbook, Chicago Magazine, Sun Country Airlines, Minnesota Historical Society, and Minnesota Grown.

    View the FY25 Explore Minnesota Partnerships.

    Learn about other seasonal marketing campaigns from Explore Minnesota here. Have questions about our tourism marketing? Email Jared Laabs , Campaign Marketing Specialist.

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