Winter 2012/2013 Advertising Campaign
Explore Minnesota Tourism Winter advertising campaign primarily directs consumers to Minnesota travel and tourism opportunities on exploreminnesota.com. The “More to Explore” creative continues as the advertising theme.
Advertising tactics
- Winter Explorer Newspaper distributed in Star Tribune Sunday, November 18.
- 1/6th page ad in Jan/Feb issue of Midwest Living Magazine.
Radio
- Radio advertising through the Minnesota Broadcasters Association in greater Minnesota with a 6 week flight mid January-February promoting winter travel.
- Radio sponsorship messages on Minnesota Public Radio on 89.3 The Current
Digital
- Paid search advertising campaigns on Google, Yahoo and Bing.
- Online lead generation programs with TravelInformation.com and TravelGuidesFree.com
- Banners and web content with links to exploreminnesota.com ongoing on regional media websites including: KARE-11 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 multiple behavioral companies.
- Online Co-Registration program through ValueClick Media to generate additional e-newsletter sign-ups.
- Monthly E-mail’s promoting timely winter topics to 80,000 subscribers December and February and to subscribers and an additional 250,000 geo-targeted consumers in January and March.
- Promotional E-mails in November and January with targeted message for promotional sweepstakes through StarTribune, Pioneer Press/Twincities.com, In-Forum, Des Moines Register, Chicago Sun Times.
- Geo targeted fan generation banners on Facebook
Marketing Partnerships and Promotions
- Partnering with Twin Cites radio station KOOL-108 on Winter Getaway Sweepstakes during the station’s holiday music season Mid November – Christmas.
- Winter trivia sweepstakes called “Winnesota” runs January 15-February 11, 2013, featuring 3 Bed & Breakfast packages and $100 Holiday Gas/Gift Cards as prizes. The sweepstakes advertising is primarily digital with online banner ads, e-mails and Facebook banners.
- 2012 Explore Minnesota Challenge, a series of 28 running and walking races throughout MN, was launched December 1 in partnership with Anderson Race Management. Participants completing 8 races, with at least one in each of 4 designated areas in Minnesota win the challenge.
