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Spring/Summer Seasonal Marketing Recap

Explore Minnesota eagerly kicked off its Spring/Summer 2019 advertising campaign, which featured the all-new ‘ Find Your True North’ campaign.

Spring/Summer 2019 Advertising Campaign

Explore Minnesota eagerly kicked off its Spring/Summer 2019 advertising campaign, which featured the all-new ‘ Find Your True North’ campaign, following months of preparation with new ad agency Adventure Creative . The campaign taps into a grassroots movement that has been subtly shifting Minnesota’s reputation as another Midwestern state into a new region of its own making, known simply as the North.

Research shows that travelers want to experience new and unique things when they travel. The True North campaign not only highlights the hidden gems and popular attractions found throughout Minnesota—including distinct outdoor adventures, urban cultural experiences and notable landmarks—but the passion points of travel and human connections that all visitors can relate to. True North isn’t a direction. It’s a state of mind.

The new campaign launched this spring featuring an all-new series of television , print and digital ads in Wisconsin, Iowa, North Dakota, South Dakota, and across Minnesota. Additional target markets include Chicago, Denver, Kansas City, Omaha and Winnipeg. Creative materials will incorporate Minnesota talent, including music by Michael Shynes, Dan Rodriguez, Bad Bad Hats, and Chris Koza, Minnesota-based actors, directors, photographers and production crews. To view the TV spots & other videos, 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.

The campaign will also bring Minnesota to a national audience with hyper-focused online targeting based on relevant sites and lifestyle characteristics. This new niche strategy will reach people who are passionate about hiking, biking, and arts and culture, and are willing to travel at distance in search of new experiences. (Additional niches to follow in later seasons, include golf (fall), shopping (winter) and winter rec (winter); followed by fishing and non-motorized boating in 2019.)

No matter which route you take, they can all lead to your True North. #OnlyinMN

Campaign Recap

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