May 21, 2012
Pedal Minnesota Promotion Created by a Unique Collaboration Aimed to Increase Bicycling in the State
MINNEAPOLIS (May 21, 2012) - Promoting Minnesota as the bike friendly state, a group of state agencies, private organizations, and businesses launched a new campaign called Pedal Minnesota. The campaign encourages more people to get on bikes more often, in Minnesota. Initiated by Explore Minnesota Tourism, the state's tourism promotion office, the partnership includes the Minnesota departments of Health, Transportation and Natural Resources, the Bicycle Alliance of Minnesota, the Parks and Trails Council of Minnesota, the National Park Service, and an exclusive sponsorship by HealthPartners.
"There's no doubt Minnesota is the bike friendly state," said John Edman, director of Explore Minnesota Tourism. "Bicycling is important to our state's tourism and the Pedal Minnesota initiative puts a spotlight on biking, and places Minnesota on the map as a great destination to bike."
Central to the campaign is a new website, PedalMN.com, that makes it easier for people to get out and ride in Minnesota. The website serves as a go-to resource for information on bicycling, including mapping tools, lists of biking events, personal tips and trip ideas from bicyclists across the state. Advertising for the campaign includes print and bus ads, bus shelters, and billboards.
"We're thrilled to be a part of Pedal Minnesota to encourage more Minnesotans to get out and hit the roads and trails," said Dr. Thomas Kottke, a HealthPartners medical director and consulting cardiologist. "Biking is an excellent way to be physically active, and we know physical activity greatly benefits both our physical and mental health."
Bicycling has a positive impact on the state, including benefits to individuals, communities, the environment and the economy. Biking generates more than $1 billion in expenditures throughout the state. With more than 1,500 miles of paved trails and numerous designated biking routes in communities across the state, Minnesota offers excellent options for all kinds of cyclists.
In the last few years, Minnesota has stood out in the national biking scene.
- The American Trails organization named Minnesota as the best trails state.
- Bicycling magazine named Minneapolis as America's best biking city.
- In a recent study, Minneapolis ranked second in bike commuters per capita.
Minnesota is growing as a biking destination for tourists looking for easy, off-road routes with one of the largest systems of scenic, paved trails throughout the state.
The Pedal Minnesota campaign launches in May, with advertising running through the summer, planned as the first year of a multiyear effort.
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