Explore Minnesota Tourism Taps Minnesota Singers for Radio Ads
Release Date: Mar 21, 2012
St Paul, MN (March 21, 2012) – Explore Minnesota Tourism, the state's tourism promotion office, is introducing new radio ads this week as part of its "More to Explore" ad campaign, including two spots that feature Minnesota-based musicians singing variations of the jingle with the message "There's more to explore in Minnesota."
Last year, Explore Minnesota Tourism launched the "More to Explore" campaign with television ads featuring Twins baseball player Joe Mauer and the local indie band Solid Gold that used the same jingle. Ad agency Colle+Mc Voy created those ads and the new radio spots. Three of the radio ads are sung by the same talent who appear in the TV ad, and two others feature seven Minnesota recording artists singing new lyrics to the "More to Explore" jingle.
The Minnesota singers in new 60-second and 30-second radio ads are:
Dessa (also part of Doomtree Collective),
Gabriel Douglas (of The 4onthefloor),
Chris Koza (also fronts Rogue Valley),
Lucy Michelle (and the Velvet Lapelles),
Chris Pavelich (of the band Two Harbors), and
Caroline Smith (and the Good Night Sleeps).
The radio spots are airing in greater Minnesota and some radio stations in the Twin Cities through a marketing agreement with the Minnesota Broadcasters Association. The television ads will also air again this year.
A music video of the 60-second radio spot has also been created to highlight the lyrics and credit the Minnesota singers; the video can be viewed on YouTube and on the state's tourism website, at www.exploreminnesota.com/moretoexplore. The radio ads are available on the tourism site, as well.
Explore Minnesota Tourism has been a supporter of the local music scene in recent years through a partnership with Minnesota Public Radio's 89.3 The Current, including streaming of the "Local Current" station on the Minnesota Music Page on exploreminnesota.com. In addition, concerts and shows are listed on the tourism website and promoted in consumer e-mails and social media.
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. A council of representatives from the state's tourism industry strongly connects Explore Minnesota Tourism with tourism businesses and organizations.
Tourism is an $11.3 billion industry in Minnesota, a key sector of the state's economy. The leisure and hospitality industry, a major provider of tourism services, employs more than 235,000, representing 11 percent of private sector employment. Leisure and hospitality also generates 17 percent of state sales tax revenues.
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