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Winter Advertising Campaign

Explore Minnesota is pleased to kick off a winter advertising campaign that is a continuation of the highly-acclaimed #OnlyinMN campaign. 

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)
  • #ChillOutChallenge winter social promotion

How Can I Get Involved with the #ChillOutChallenge?

  1. Share Explore Minnesota's social media posts about the #ChillOutChallenge to your fans and followers.
  2. Share unique winter activities in your destination on your social platforms and encourage travelers to get out and try it using #OnlyinMN and #ChillOutChallenge on Instagram and Twitter.
  3. If one of our influencers visits your destination, share the posts on your social platforms.
  4. Follow the #ChillOutChallenge hashtag on Twitter and Instagram and comment on the photos or share the photos on your destination's social platforms.

Social Media


Don't hibernate this winter—get out and enjoy it! Join @Explore Minnesota's #ChillOutChallenge and try something new. Share a photo on Instagram or Twitter using #ChillOutChallenge for your chance to win an awesome MN swag box with lots of MN Made goodies.


Show the world why winter is Minnesota's hottest season. Whether it's hitting the slopes or riding the trails on a snowmobile, we want to see how you do winter #OnlyinMN. All participants will be automatically entered to win a box of totally cool Minnesota-made swag.

  1. Follow @ExploreMinnesota on Instagram
  2. Post a photo or short video of you embracing winter in MN
  3. Use the hashtag #ChillOutChallenge
  4. Tag @ExploreMinnesota

No purchase necessary. Void where prohibited. Contest runs from Noon on Feb. 6 – March 4, 2020. Entrants must be 21 years of age. Visit for official rules.


Don't hibernate this winter! Get out and try something new with @exploreminn's #ChillOutChallenge. Share a photo or video of your favorite Minnesota winter activity for your chance to win a box of MN Made swag! Learn more: #OnlyinMN

For a full breakdown of the winter media plan, download the PDF flowchart (subject to change). You can also download the winter campaign recap

The Path to True North
Length: 0:30 Direct Link
Winter time in the True North is a state of mind. It’s filled with a sense of adventure, culture and curiosity.
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