Colle+McVoy Retains Explore Minnesota Tourism Account

Nov 13, 2013

Media Contacts:
Joan Hummel, Explore Minnesota Tourism, 651-757-1850,
Jen Stack, Colle+McVoy, 612-305-6343,

St Paul, MN (November 13, 2013) – Colle+McVoy has retained the Explore Minnesota Tourism (EMT) account after a lengthy and competitive review. Colle+McVoy has been the agency of record since 2010 for the state agency responsible for marketing and promoting Minnesota's travel opportunities. The new contract begins Jan. 1, 2014.

"Colle+McVoy's collective strength, between strategy, creative and media, ultimately won the pitch," said John Edman, director, Explore Minnesota Tourism. "The agency's award-winning work over the last three years has garnered a very impressive $8 to $1 ROI ratio for the state, which we expect to continue as we inspire more people to vacation in Minnesota."

Colle+McVoy will lead EMT's overall marketing efforts, including broadcast advertising, online/interactive marketing, social marketing, printed promotional materials, public relations, and domestic group and international travel trade advertising. The agency retained the business after a review that included five other agencies. EMT and Colle+McVoy have won numerous awards during their partnership, including Mercury Awards, O'Toole Award, Addy Award, Obie Award, OMMA Award and others.

"We're proud of our work and the success we've helped EMT achieve since partnering with them," said Christine Fruechte, CEO, Colle+McVoy. "We look forward to building on the momentum we've created over the last three years and using creativity and insights to celebrate our state's unique offerings, inspiring more people to travel here."

About Explore Minnesota Tourism
As the state's tourism office, Explore Minnesota Tourism pursues an entrepreneurial approach, leveraging the state's tourism investment with increased involvement by the private sector. Tourism is an $11.9 billion industry in Minnesota, a key sector of the state's economy. The leisure and hospitality industry, a major provider of tourism services, employs almost 240,000, representing 11 percent of private sector employment. Leisure and hospitality also generates 17 percent of state sales tax revenues.

About Colle+McVoy
Colle+McVoy is an inventive, full-service agency that excels at modernizing brands. We believe creativity can transform business problems into human solutions. We drive growth for diverse client partners such as Caribou Coffee, CHS, DuPont, Explore Minnesota Tourism, General Mills, Indian Motorcycle, Kozy Shack, Land O'Lakes, Mountain Hardwear, Nestlé Purina and Novartis, among others. Based in Minneapolis, Colle+McVoy is a member of the MDC Partners network and has been named a Best Place to Work by Outside magazine, Advertising Age and the Star Tribune.

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