Explore Minnesota Tourism Ad Wins National Mercury Award
Release Date: Sep 01, 2011
Jen Stack, Colle+McVoy
Joan Hummel, Explore Minnesota Tourism
Minneapolis, MN (August 31, 2011) – Explore Minnesota Tourism, Minnesota's tourism promotion office, was awarded the prestigious 2011 Mercury Award last night by the U.S. Travel Association for the "More to Explore" television ad, created by Colle+McVoy, its advertising agency partner. The spot, which launched last spring, was recognized as the best state tourism TV ad broadcast in the country this year.
"It's very exciting to have our 'More to Explore' spot named as the best state tourism TV ad in the country," said John Edman, director of Explore Minnesota Tourism. "We wanted to stand out among tourism ads by being fun and memorable, and our 'More to Explore' ads definitely achieve that."
Showcasing a variety of fun things to do in Minnesota, the ad features playful graphics, a catchy song and quick sketches of Minnesota activities to convey the message that "There's more to explore in Minnesota." It also features cameo appearances by Twins baseball player Joe Mauer, Minneapolis indie band Solid Gold and other Minnesotans as they sing about all there is to see and do in the state. The spot has become Explore Minnesota Tourism's most buzz-worthy initiative with extensive traditional and online media coverage in major Minnesota media markets, the generation of nearly 28,000 YouTube views within the first week of airing and over 45,000 views within one month, and yielding over 28,000 page views on exploreminnesota.com.
"By choreographing the more to explore concept, we created a vivid and memorable spot, which was very well received," said Eric Husband, group creative director, Colle+McVoy. "We are grateful for partners such as Explore Minnesota Tourism who champion great work that stands out."
In addition to the award, John Edman was elected vice chair (and next national chair) of the National Council of State Travel Directors.
About the Mercury Awards
The Mercury Awards were created in 1985 by the National Council of State Tourism Directors, part of the U.S. Travel Association, to recognize members for excellence and creative accomplishment in state/territory tourism marketing and promotion, and inspire, by showcasing outstanding work, the continued development of imaginative and exciting marketing and promotion programs. For more details, visit www.ustravel.org.
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 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 Minnesotans and accounts for 17 percent of Minnesota's state sales tax revenues.
More information can be found at www.exploreminnesota.com.
Colle+McVoy is a 2010 O'Toole Award Mid-size Agency of the Year finalist and was named a Best Place to Work in 2011 by Outside magazine, Advertising Age and the Star Tribune. The agency is internationally recognized for creating stand-out ideas for Aveda, Bikes Belong, Cannondale, Caribou Coffee, CHS, Cost Cutters, DuPont, ESPN, Explore Minnesota Tourism, General Mills, Indian Motorcycle, Land O'Lakes, Mammoth Mountain Ski Resort, Nestle Purina, Novartis, Old Navy, Recreational Boating & Fishing Foundation, Schwinn and SUGOi, among others. A member of the MDC Partners network, Colle+McVoy is a digitally driven and fully integrated agency with a dynamic culture fueled by doing what is right rather than by doing what is easy. For more information, visit www.collemcvoy.com, www.facebook.com/collemcvoy, or follow on Twitter @collemcvoy.
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