Spring/Summer 2014 Advertising Campaign
The Explore Minnesota Tourism advertising campaign features an entirely new creative concept, “Only in Minnesota”. A new Explore Minnesota logo is also being launched with the new creative. Ads primarily direct consumers to Minnesota travel and tourism opportunities on exploreminnesota.com with a much greater social media component with the new campaign. The Cultural Explorers” and “Spontaneous Adventurers” demographic consumer targets continue to be utilized in the media scheduling for TV, Print, Out of Home and Digital advertising.
A new 60 and three 30 second fast paced TV ads featuring “Only in Minnesota” have been produced will be placed April –July in traditional Midwest markets and several new US and Canadian markets: Minneapolis/St Paul , Milwaukee, Madison, Sioux Falls, Omaha, Kansas City, Chicago and Denver, and in Canada, Winnipeg, Regina and Saskatoon. The TV ads will also air in Greater Minnesota through the Minnesota Broadcasters Association in April and June, on Fox Sports North broadcasts of Minnesota Twins and Milwaukee Brewers games, and WUMN TV/Univision (Spanish language) in the Twin Cities.
Radio advertising through the Minnesota Broadcasters Association in greater Minnesota with 3 six week flights promoting Minnesota travel opportunities with new “Only in Minnesota” spots.
Radio sponsorship messages on Minnesota Public Radio on 89.3 The Current
Spring/Summer Explorer Newspaper distributed in Star Tribune Sunday, March 23
Six page cooperative advertising section in March/April issue of Midwest Living Magazine, full page ads in April, May and June issues of Minnesota Monthly and the May issue of Allrecipes Magazine.
Out of Home Advertising
5-10 Digital outdoor boards in Minneapolis-St Paul, Milwaukee, Chicago, Denver with rotating creative including social imagery from #Only in MN.
Non-traditional out of home placement in Chicago with a El Train station takeover at Belmont Station with multiple digital boards and walls; In Denver a Mall-Scape Surround with two story imagery on two sides of the 16th Street Mall; In Minneapolis/St Paul a light rail train wrap with Only in Minnesota imagery for a month including the Major League Baseball All-Star week.
Paid search advertising campaigns on Google, Yahoo and MSN (Bing)
Banners and web content with links to exploreminnesota.com on media websites including: Star Tribune, TwinCities.com, KARE-11, Comcast Xfinity and Minnesota Public Radio.
Sponsorship program with BringMeTheNews.com, that provides tourism advertorial articles linking to exploreminnesota.com
Online display banner audience targeting campaign using behavioral, demographic, contextual and geo-targeting tools and testing with Ad Networks, Radium One, RocketFuel and Undertone and niche audiences through Media Networks, Inc. and Outdoor Hub/Action Hub.
Digital display advertising also on weather websites Weather Bug and AccuWeather, and travel related sites Orbitz and Yelp.
Mobile advertising and 30 second audio spot on music websites Pandora and i-Heart Radio. Also a lead generating program on Pandora.
TV advertising extended through pre-roll video and companion banner ad on BrightRoll and in-stream pre-roll publisher Videology targeting websites with travel content.
Monthly E-mail’s promoting timely summer topics to 80,000 subscribers and an additional 250,000 geo-targeted consumers.
Geo targeted fan generation banners on Facebook and Instagram.
Facebook: Over 87,500 likes, several posts daily
Twitter: Over 13,000 followers, several tweets daily
Instagram: Over 3,400 followers. Post of EMT photos and messages and encouraging consumers to tag summer photos for a chance to be regrammed and possibly included in our # Only in MN summer poster.
Pinterest: Over 2,500 followers get ideas on all aspects of Minnesota travel opportunities through pinned photos and descriptions.
Marketing Partnerships and Promotions
Marketing partnership promotions with: KARE 11; Minnesota Public Radio; Mall of America; MN Historical Society; Minnesota Craft Brewery Guild; Growler Magazine; Gopher Sports Properties; Minnesota Lynx and Minnesota Golf Association & Explore Minnesota Golf Alliance.
Only in Minnesota Challenge on Twin Cities Public Television’s Capture Minnesota photo contest for the month of April. Photos submitted can be used in advertising and marketing by EMT.