Winter 2019/20 Advertising Campaign
Explore Minnesota launched the winter rendition of the Find Your True North campaign, which includes all-new winter focused advertising materials, including a TV commercial, radio spot, digital banner ads, rich media digital ads, paid social posts and select print advertising.
The national niche strategy continues into the winter season, focused on three new activities: destination shopping, performing arts and winter recreation. Digital and social ads will be served to consumers who are passionate about one of these activities and have an identifiable affinity for Minnesota. Niche media timing is a phased approach, based on the timing of travel-planning activity associated with each niche.
The new winter TV spot will air on broadcast, cable TV and Connected TV (streaming services) in Minneapolis, greater Minnesota, Sioux Falls, Des Moines, Eau Claire, Omaha and Winnipeg. Advertorial will appear in the December issue of Delta Sky magazine. New campaign photography and video will appear throughout advertising tactics, on our website, in partnership advertising and other communications pieces to inspire consumers to get out and enjoy the season.
Other winter efforts include:
- Winter Minnesota Explorer (inserted into the Star Tribune on Sunday, Nov. 17)
- MN Slopes partnership with the Minnesota Ski Areas Association
- Advertising and on-site placement during Hockey Day Minnesota (Jan. 18)
- Winter promotion with social influencers (details TBA!)
For a full breakdown of the winter media plan, download the PDF flowchart (subject to change).