Tourism is a $12.5 billion-a-year industry in Minnesota. Research shows that travelers want to experience new and unique things when they travel, which is why the campaign features Minnesota's distinct outdoor adventures, cultural experiences, and unique landmarks – differentiating Minnesota from other Midwest travel destinations, says John Edman, director of Explore Minnesota Tourism
“This new campaign is a movement that will highlight unique Minnesota attractions and engage consumers in conversation about Minnesota travel,” Edman says in a release. “This cutting-edge campaign allows our state to be more competitive, and grow tourism across Minnesota.”
In keeping with the “Only in Minnesota” theme, the campaign incorporates homegrown Minnesota talent, including local musicians, and writers. It was created by Minneapolis-based Colle+McVoy.
The new Web site, developed by BarkleyREI, is more mobile-friendly.
“Over the last several years, we have seen tremendous growth in visitor site traffic through mobile devices,” Edman says. “We need to meet travelers where they are, and that means being accessible on mobile devices and social media.”
With ad buys of more than $3.7 million over the next three months alone, this year's effort is more than double in size and scope than last year's travel marketing campaign. More than $11 million in additional funding provided over the current biennium by the Legislature has allowed Explore Minnesota Tourism to expand its overall marketing impact this year with enhanced reach across all four advertising seasons (spring, summer, fall, and winter).
The additional funding has also expanded the reach of the Only in Minnesota campaign into target markets in six new states and one new province across the region, including: Illinois, Kansas, Missouri, Colorado, Montana, Wyoming and Saskatchewan.
Explore Minnesota Tourism will also target new niche markets this year, increase international marketing, and develop additional marketing partnerships to enhance the impact of the state’s travel marketing campaign.