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“Dream State” Fall Campaign Industry Overview

Explore Minnesota’s fall campaign taps into the magic of Minnesota travel moments and the memories that definitely do not fade with time. The continuation of the “Dream State” campaign invites people to dream of the magic of traveling again. This campaign will repurpose our summer video and feature a :30 and :15 video spot that uses a mix of awe-inspiring natural cinematography and post-production effects for “dreamlike” enhanced experiences. The spot will transport the audience to another world in which one can escape through our storytelling and inspire their own future adventures to our State. Because traveling in Minnesota truly can feel out of this world. These videos showcase similar scenes to our summer campaign but have also been enhanced with color to give a fall feel to outdoor scenes.

Enter Your Dream State: Fall in Minnesota :30 TV spot
Enter Your Dream State: Fall in Minnesota :15 TV spot

Beginning August 22nd, our "Dream State" campaign will run on connected TV, digital and paid social in Fall markets of Minnesota, North Dakota, South Dakota, Omaha, St. Louis, Iowa, Wisconsin, and Northern Illinois. To further amplify our new campaign, our creative messaging will drive users to the website through a variety of digital tactics including interactive display, paid social, and print. We will also be working with specific partners who reach diverse audiences to further our message that Minnesota is an inclusive place to visit. This includes promoting the voices from these communities as a part of our campaign.
Our highly successful niche campaigns will also invite travelers to explore their passions in Minnesota this fall with media running nationally inviting people to discover the state via hiking or biking.

  • Our Hiking niche will build on previous success with a :06 hiking video from Tettegouche state park and supporting digital banners, content partnerships and paid social. Creative will fit nicely into our "Dream State" campaign featuring ethereal and dream-like imagery from MN outdoor photography.

  • A biking niche returns with a :06 video shot on the Root River trail, as well as other creative assets that showcase all the options that Minnesota provides for bikers. The campaign will showcase Minnesota as a worthy destination for biking lovers across the US drive them toward our biking guide on the website.
Enter Your Dream State: Fall Hiking in Minnesota
Enter Your Dream State: Fall Biking in Northern Minnesota
Enter Your Dream State: Fall Biking in Southern Minnesota
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