Winter 2019 Advertising Campaign
This past winter, prospective travelers were greeted with compelling visuals from the winter wanderland that is Minnesota. The campaign creative is essentially a pick-up from the previous winter season with messaging intent on inspiring prospective travelers to “get out and get active” in Minnesota during the winter months by participating in outdoor and indoor activities. Campaign goals include spurring shared experiences via social media and word of mouth, ultimately leading to lodging stays and incremental travel. The campaign touches on several facets of winter in Minnesota, including outdoor recreation, time honored traditions, diversions in all corners of the state, and some of the seasonal festivals and events that are not to be missed. Running through February, the advertising campaign crosses a wide variety of mediums to provide multiple inspirational touchpoints during the winter months. A few highlights include display advertising, interactive mobile, paid social media, pre-roll video, 3rd party email, re-targeting, internet radio, and broadcast TV. The campaign featured an engaging interactive mobile ad that turned Minnesota landscapes into picturesque miniature snow globe scenes on users’ handheld devices.
The #OnlyinMN campaign was initially created and launched to highlight the many unique places and authentic experiences Minnesota has to offer. The platform has successfully moved Explore Minnesota’s tourism efforts forward with over a million hashtag uses since launch! More recently, the campaign evolved from breadth of experiences to focus on depth, featuring fewer places but focusing on richer experiences that showcase the unexpected and lasting memories created by vacationing in Minnesota. This transition brings the emotional side of travel to the forefront, and aims to excite and inspire travelers to consider Minnesota as their next travel destination. This past winter proved to be another engaging season on social media with nearly 3M engagements on Instagram alone and 45M total impressions across both Facebook and Instagram. Travelers were anxious to share their #OnlyinMN story, as observed in 20k hashtag uses during the campaign timeframe.
Campaign Overview – Advertising Media