The Minnesota Star Tribune has tapped agency The Social Lights to update the publication’s approach to audience engagement and to capture a younger subscriber base. Both companies are headquartered in Minneapolis.  

According to the agency it will leverage its expertise in social intelligence to provide deeper consumer insights and develop strategies “that expand the definition of news delivery for modern audiences.” 

The Social Lights will develop a creator strategy beginning with the Minnesota State Fair (August 21 to September 1, 2025). The campaign will capitalize on one of the state’s most significant cultural events to demonstrate how traditional media can authentically engage with audiences through social-first strategies. 

It’s the latest effort by the publication to modernize its approach to engage audiences. Last year it rebranded, replacing Minneapolis with Minnesota in its name to reflect its efforts to provide state coverage.  

This assignment marks The Social Lights' first client in the publishing category. Other clients include General Mills, Cargill, Red Wing Shoe Co., Massage Envy and Polaris. 

“We are excited to partner with The Social Lights and local creators as we continue to grow the brand of The Minnesota Star Tribune among younger, more diverse audiences across the state,” stated Chris Iles, vice president-communications and brand marketing.