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East Grand Forks Mother and Daughter Kayaking on the Red River

Recovery Campaign

2020 Recovery Campaign

"See You Soon"

As Minnesota's travel industry begins to reopen for business, this transitional marketing effort plans to convey a message of optimism, nature and the "Minnesota spirit" to get consumers thinking about exploring Minnesota again. Not everyone is ready to travel yet, but by appealing to Minnesota's bounty of open spaces and outdoor experiences, we can help travelers regain a sense of comfort and normalcy as they start to feel safe, overcome fears and begin seeking relief.

Campaign Concept:
People are beginning to consider travel again, but this is not yet the time to be overtly promotional. Featuring footage from all five regions, this spot lets the natural beauty of our state speak for itself. For the first time, we are not using voiceover, but rather allowing music and lyrics to convey the spirit of optimism and adventure that you can find in Minnesota.

The :30 spot will be supported by digital display and social ads that provide gentle nudges to consider planning a trip, such as "When the time is right, we'll be right here" and "Imagine the adventures that await." Ultimately inspiring Midwesterners to travel again, as part of helping our local economy recover. We invite you to preview the TV spot and other campaign creative.

Audience/Markets:
Mass Awareness, Adults 25+, Minnesota and surrounding five-state area (US only) + Omaha, NE. In addition to Chicago, IL (digital only).

Timing:
6/22 - soft launch (digital banners, radio and MPR)
6/29 - full launch (broadcast, digital video and social ads)

Media Buy Recap

See you Soon
Length: 0:30 Direct Link
The Minnesota spirit is ready for you when the time is right. Our bounty of open spaces and outdoor experiences can help restore a sense of comfort to your life -- and you don’t have to travel very far. Music: “Little Blue World”, by Jeremy Messersmith Locations: • Lake Margaret, Nisswa • Loon Lake Lodge, Grand Marais • Great River Road National Scenic Byway, Highway 61, Red Wing • Minneopa State Park, Mankato • Cuyuna Country State Recreation Area, Ironton • Quarry Park and Nature Preserve, Waite Park • Interstate 35W, Minneapolis • Chain of Lakes, Minneapolis • Fort Ripley (Polaris RZR side-by-sides) • Gull Lake, Lake Shore • Honeymoon Bluff, Superior National Forest

Resources:

PR toolkit Ways to engage with campaign Downloadable campaign creative
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