Feature image for Spring/Summer Tourism Campaign

Spring/Summer Tourism Campaign

The Star of the North™ campaign continues as we feature travel story videos introducing and welcoming visitors to the state. For spring/summer, we’re adding a new story this year featuring a multigenerational family from Iowa. These travelers encounter true Minnesota characters, adventure, charm, Thomas Dambo trolls, and take in the best of lake life at a family-owned resort in the Detroit Lakes area. All long-form videos are supported by detailed, web-based trip itineraries and plenty of gorgeous documentary-style photography for use across mass media channels.

The FY2026 spring/summer campaign will leverage new insights and concentrate most of the buy in the Midwest region. It will also streamline niches into two “niche buckets:” Culture First and Outdoor First. Strategic use of nationally targeted channels will continue to drive brand awareness and interest while also moving national travelers further down the funnel through retargeting and search engine marketing.

Channels targeting travelers in MN, CO, ND, SD, NE, IA, MO, KS, WI, IL, IN, OH, and flight markets of Chicago and Dallas:

  • Programmatic Video, Native and Display ads through a vast array of media partners
  • Programmatic Interactive Display + Video + Connected TV packages
  • Facebook/Instagram/Reddit/YouTube ads

Channels targeting a national audience:

  • Roku partnership – view full-length itinerary episodes
  • Custom content package with Atlantic and Afar that includes articles, emails, social, and high-impact units
  • Search Engine Marketing
  • Display and social retargeting
Experience the Magic of Lake Life in Minnesota
Length: 8:01 Direct Link
Watch as a big family from Iowa experiences lake time, break time and plenty of great times in the Land of 10,000 Lakes. From Thomas Dambo’s troll sculptures, his largest art installation in the U.S., to waterskiing in the state that invented it, and simply spending time doing nothing, together.
Add These 5 Things to Your Summer Bucket List
Length: 0:30 Direct Link
Hiking, biking, paddling and sometimes just slowing down to take in the scenery. There’s no shortage of things to do in the land of 10,000 lakes. Put these activities on your summer bucket list and plan your own trip at https://www.exploreminnesota.com/star-of-the-north
Our Guide to Exploring Minnesota Summers
Length: 0:30 Direct Link
From biking the Root River Trail in Lanesboro to sipping cold peated whiskey, add these activities to your Minnesota summer itinerary. Start planning your trip at https://www.exploreminnesota.com/
Exploring Minnesota Through Art, Food and Music
Length: 0:30 Direct Link
From quiet gallery moments to shared plates and live music under the lights, see how you can spend an entire day taking in the rich culture of Minnesota. All in 30 seconds. Find summer itineraries and more at https://www.exploreminnesota.com/
A Perfect Minnesota Day in 15 Seconds
Length: 0:15 Direct Link
An award-winning culinary scene, breathtaking cultural experiences and shopping at the world-famous Mall of America®. All these things and more are waiting for you during your next trip. Plan it today at https://www.exploreminnesota.com/

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

  • EVENTS: Global exposure through integrated media activation at the KPMG Women’s PGA Championship at Hazeltine, alongside high-impact moments celebrating champions at the Special Olympics USA Games and showcasing Minnesota’s vibrant food scene at the Taste of Minnesota.
  • SPORTS: Strong visibility and notable out-of-state fan draw through partnerships with the Minnesota Lynx and the “Explore Minnesota Wednesdays” in-market activation with the Saint Paul Saints. Additional collaborations with Minnesota Frost (PWHL), Badger Sports Properties, Hawkeye Sports Properties and Northwestern Athletics extend reach into the spring season.
  • MEDIA: Targeted audience reach through Mpls.St.Paul Magazine Junior summer issue and Pride Journeys LGBTQ+ digital campaign.
  • ADDITIONAL PARTNERSHIPS: Strategic collaborations with Sun Country Airlines, Minnesota Historical Society, and Minnesota Grown further amplify reach and statewide impact.

View the FY26 Explore Minnesota Partnerships.