Spring/Summer #OnlyinMN Campaign Draws to a Close

Release Date: Jul 17, 2018

In preparing for the Explore Minnesota spring/summer marketing campaign, we found that for many travelers, the best part of a vacation is that they get to try something new and explore a different side of themselves. Our intention was to merge this insight into “Only in Minnesota” experiences, with a focus on the personal and emotional elements that drive people to go on vacation, and influence their decision in selecting a destination.

After vying for consumer attention during peak travel planning months, Explore Minnesota’s spring/summer brand campaign concluded at the end of June. The campaign featured inspirational travel ideas across a rotation of four #OnlyinMN television spots as part of the brand campaign. These TV spots were just one component of a multimedia effort across television, outdoor, print and digital mediums, featuring high-impact executions designed to deliver deep storytelling and engaging brand experiences.

Many of the campaign pillars underscored the need to take action now to get the most out of summer and to invoke the fear of missing out (FOMO) if you don’t. “Don’t Miss a Second,” “Don’t Miss the Show” and “Don’t Miss a Moment” were among the campaign messages that re-enforced taking action.

View comprehensive spring/summer 2018 campaign details here