Find Your True North - Strategy and Tactics
The True North campaign highlights the hidden gems and popular attractions found throughout Minnesota, including distinct outdoor adventures, urban cultural experiences, and iconic landmarks that speak to our audience segments, Cultural Explorers and Spontaneous Adventurers. Notably, it taps into transformational travel, especially the emotional qualities of travel and human connections that all visitors can relate to while showcasing our diversity, heritage and culture, and welcoming nature.
Find Your True North was launched in spring 2019. The campaign features a series of television ads, radio, print and digital ads. Markets: Wisconsin, Iowa, North Dakota, South Dakota and across Minnesota. Additional target markets include Chicago, Denver, Kansas City, Omaha, Lincoln and Winnipeg. In addition, Indianapolis is being tested in a digital capacity for future consideration.
The campaign also delivers Minnesota to a national audience. This new strategy features activities that set Minnesota apart. Hyper-focused online targeting reaches people who are passionate about these activities, willing to travel for new experiences, and have an affinity for Minnesota. Custom content partners help tell our stories. These niche campaigns include hiking, biking, fishing, arts and culture, golf, shopping, and winter recreation.
Click to download Marketing Samples
Creative materials incorporate Minnesota talent, including music by Michael Shynes, Dan Rodriguez, Chris Koza, Cloud Cult, Bora York, Secret Nation, Minnesota-based actors, directors, photographers and production crews.