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Spring/Summer 2018 Advertising Campaign

Explore Minnesota is excited to kick off the Spring/Summer 2018 advertising campaign featuring inspirational travel ideas designed to stimulate spring/summer getaways across the State.

Spring/Summer 2018 Marketing Recap

Deployed advertising drives consumers to engaging content within travel idea articles, curated events page , the popular #OnlyinMN social hub , refreshed homepage, and many other applicable listings on The campaign features a rotation of four television spots as part of the continued #OnlyinMN brand campaign evolution. 

These TV spots are just one component of a multimedia effort across television, outdoor, print and digital mediums, featuring high-impact executions designed to deliver deep storytelling and engaging brand experiences. The campaign picks up from last year’s “big things are happening in Minnesota” theme, which was intended to convey excitement by highlighting premiere events and unique festivals that are putting Minnesota on the radar for more and more prospective travelers. This year’s campaign pivots to feature a broader variety of activities and travel motivation, with distinctive events/festivals sprinkled in as a portion of the #OnlyinMN story. Much of this year’s messaging pillars re-enforce the need to take action now to get the most out of summer and the fear of missing out, if you don’t.

To those familiar, Minnesota has long been a sought after destination in blending an unique combination of premier attractions, cultural experiences, and outdoor adventure. In order to lure travelers less familiar with its offerings, Explore Minnesota has integrated several new high-impact marketing executions within the "Only in Minnesota" platform that highlight the many authentic experiences the state has to offer. "Only in Minnesota" continues to celebrate the inspiring and sometimes unexpected experiences that await you on a trip to Minnesota and invites travelers to share their favorite Minnesota moments by using #OnlyinMN .

Click to view a sample of Spring/Summer marketing activities .

To view the spots, be sure to check them out on Explore Minnesota's YouTube Channel and feel free to share them on your own websites and social media platforms.

Lights, Camera, Action
There's Something Happening Here
Measure Your Moments
She Is This Place

:30 second "Today in MN" radio spot
:30 second "Magic" radio spot
:30 second "Golf" radio spot

Click to view sample of

high-impact social media posts
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