Explore Minnesota is pleased to kick off a winter advertising campaign that is a continuation of the highly acclaimed #OnlyinMN campaign.
Winter 2018 Advertising Campaign
This winter, prospective travelers will be greeted with compelling visuals from the winter wanderland that is Minnesota. The campaign creative touches on several facets including outdoor recreation, diversions in all corners of the state, and some of the seasonal events and festivals that are not to be missed. Running through February, the advertising campaign crosses a wide variety of mediums to provide multiple inspirational touchpoints across the winter months. A few highlights include a robust digital effort, broadcast TV, paid social media, in-flight magazine advertising, and a Winter Olympics sponsorship. Approximately 25% of the budget has been allocated specifically to Super Bowl tactics that leverage Super Bowl LII as a platform for telling a broader story about Minnesota’s appeal as a four season destination.
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 nearly a million hashtag usages 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.