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Our Plan

Find your True North

Campaign Strategy and Tactics

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 emotional qualities of travel and human connections that all visitors can relate to. 

The new campaign will begin this spring and feature an all-new series of television, print and digital ads. • Markets: Wisconsin, Iowa, North Dakota, South Dakota and across Minnesota. Additional target markets include Chicago, Denver, Kansas City, Omaha and Winnipeg. 

The campaign will also bring Minnesota to a national audience with hyper-focused online targeting based on contextual sites and lifestyle characteristics. This new strategy will reach people who are passionate about hiking, biking, and arts and culture, and are willing to travel for new experiences. 

Creative materials incorporate Minnesota talent, including music by Michael Shynes, Dan Rodriguez and Chris Koza, Minnesota-based actors, directors, photographers and production crews.

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