Co-op Marketing
The co-op marketing program is designed to foster collaboration between tourism organizations and Explore Minnesota to boost travel to and within the state.
It helps Minnesota destinations and tourism-related businesses maximize their marketing budget, access new opportunities, and participate in exciting new campaigns and initiatives.
Sign up for our monthly newsletter and view FAQs and all the available co-op programs below.
Co-op Programs
About Shrpa
Shrpa connects destinations with regional creators to facilitate seamless collaboration and deliver the most authentic and diverse content. As a premier creator platform built specifically for the travel industry, destinations nationwide trust Shrpa as a key component of their User-Generated Content (UGC) strategies.
Using insights gathered from multiple statewide co-op programs and working with over 300 destinations throughout the US, they have created a package designed to maximize success for both the destinations and the state.
Program Deliverables
- Creator Visits
- Coordination of a selected travel creator to visit and create content featuring 10+ locations and delivering photos, videos, and descriptions of those locations for the expressed purpose of tourism promotion. Each program provides four (4) Creator Visits that will deliver ~400 photos and short-form videos.
- Creator Visit Planning Session
- Shrpa staff will work directly with the destination to plan and prepare for each Creator Visit, ensuring every visit is set up for maximum impact.
- Destination Concierge Services
- Shrpa provides full-service coordination by our team of industry professionals who will direct the successful delivery of each Creator Visit.
- Content Rights
- Shrpa grants destinations the rights to use all content created as part of this program from Creator Visits and Community Uploads in perpetuity.
View Examples
Additional Features
- Website Upgrades
- Widgets to add adventures/itineraries and photo galleries to destination websites.
- Organic Social
- Weekly social posts, pre-created for you and ready to post.
- Community Uploads
- Links that allow co-op participant photo and video sharing with rights granted.
Co-branding Requirements
- The Explore Minnesota logo linking to exploreminnesota.com will appear on each destination page.
- Explore Minnesota social accounts tagged in the image and copy of social posts.
Limited Availability
10 packages | One per industry participant
Contact
Max R Weber | [email protected] | (302) 409-0345
Price
$4,400
Savings
61%
About dsm magazine
dsm magazine covers arts and culture, food and dining, style and design, home and garden, philanthropy and people, communitywide issues, and the untold stories of greater Des Moines and Iowa. Reach Iowa’s most affluent, influential, educated and savvy consumers through print, digital, and social media experiences with an audience of 200,000+ across all platforms.
It’s their mission to help connect you with audiences who are actively engaged with their community through a suite of products. Their advertisers benefit from the bond created with their readers. Winning national awards, they deliver the most valuable lifestyle magazine in the Des Moines and Iowa markets.
Program Deliverables & Deadlines
- Explore Minnesota is teaming up with dsm magazine to create an eight-page custom content section in the March/April 2027 issue.
- Reserve ad space by December 14, 2026
- Publishes March 9, 2027
Additional Features
- All print advertisers are included in the online magazine (42,000 monthly pageviews)
- The online magazine will be promoted via newsletter (13,250 subscribers) and social posts on Facebook and Instagram (26,200 followers).
Limited Availability
One ad per participant
Contact
Rebecca Zoet | [email protected] | 515-306-5217
Price
Full-page ad: $3,250
1/2-page ad: $1,645
1/4-page ad: $825
Savings
30%
About ia magazine
ia magazine covers arts and culture, food and dining, style and design, home and garden, philanthropy and people, communitywide issues, and the untold stories of Iowa. Reach Iowa’s most affluent, influential, educated and savvy consumers through print, digital, and social media experiences with an audience of 200,000+ across all platforms.
It’s their mission to help connect you with audiences who are actively engaged with their community through a suite of products. Their advertisers benefit from the bond created with their readers. Winning national awards, they deliver the most valuable lifestyle magazine in the Iowa market.
Program Deliverables & Deadlines
- Explore Minnesota is teaming up with ia magazine to create an eight-page custom content section in their annual statewide publication.
- Reserve ad space by August 11, 2026
- Publishes October 6, 2026
Additional Features
- All print advertisers are included in the online magazine (42,000 monthly pageviews)
- The online magazine will be promoted via newsletter (13,250 subscribers) and social posts on Facebook and Instagram (26,200 followers).
Limited Availability
One ad per participant
Contact
Rebecca Zoet | [email protected] | 515-306-5217
Price
Full-page ad: $3,250
1/2-page ad: $1,645
1/4-page ad: $825
Savings
30%
About Destination Reunions
Destination Reunions magazine is an annual digital publication and small-group travel planning platform that provides location spotlights, planning tools and group activities for family reunions and multi-generational trips.
The Explore Minnesota co-op advertising opportunity will be included in a Minnesota Special Section and published in March 2027.
Stats on Destination Reunions
- Digitally distributed to 60,000+
- 4.6M annual impressions
Program Deliverables
- Full-page branding advertisement
- Full-page editorial content feature
- Expanded SEO-targeted digital Site Inspection article
- Written by vendor
- Leads go to advertising partner
CLICK HERE to see examples of Site Inspections
Price
$2,395
Deadline
October 1, 2026
Contact
Tom Tobiason | [email protected] | 630-248-0686
About Clear Channel
Clear Channel Outdoor uses data-driven solutions to understand audience behavior and travel patterns, ensuring messages reach the right audience at the ideal time and place. Operating in over 40 top U.S. markets, they provide roadside billboard, transit, and airport advertising, alongside creative expertise to share your destination’s story with unmatched scale and impact. Out-of-Home (OOH) advertising offers destination marketers a creative way to connect with consumers daily.
Program Deliverables
- Digital Billboard OOH advertising at a flat rate available in the following markets:
- Minneapolis/St. Paul, Milwaukee, Chicago, Atlanta, Albuquerque, Baltimore, Boston, Dallas/Ft Worth, Daytona Beach, El Paso, Houston, Jacksonville, Las Vegas, Los Angeles, Miami/Ft Lauderdale, New York, Ocala, Orlando, Philadelphia, Phoenix, Sacramento, Salisbury, San Antonio, San Diego, San Francisco, Tampa Bay/St Pete, Washington DC, West Palm Beach/Ft Pierce.
- Target specific neighborhoods, major expressways, high-income areas, or whatever targeting parameters would be most impactful for your destination or business.
- Transparent delivery with weekly reporting provided.
Additional Features
- Creative Design of digital billboards is available at no additional cost
Co-branding Requirements
- The Explore Minnesota must appear on each ad in an adequate size proportional to the billboard (to be approved by EMN)
Limited Availability
One package per industry participant
Contact
Brad Tiernan | [email protected] | 612-605-5105
Price
Tier 1: $2,500 for 1-4 weeks and 1,125,000 impressions
Tier 2: $5,000 for 2-12 weeks and 2,500,000 impressions
Savings
67%
About Mall of America
Mall of America, North America's largest shopping and entertainment complex, is a global icon attracting over 32 million annual visitors, making it Minnesota's fourth-largest city in population on any given day. It's a top retail and entertainment destination, featuring over 500 stores, more than 50 restaurants and Nickelodeon Universe, the nation's largest indoor theme park. With over 350 events and two luxury hotels, it's also a significant draw for affluent guests. Approximately 60% of MOA visitors (19.2 million) travel from within 150 miles of Minneapolis–St. Paul, while 40% (12.8 million) are tourists living outside this radius.
Program Options
Digital Vertical Screens
- The Mall's digital advertising system offers mall-wide exposure, with screens equally dispersed across all levels and sides of the mall.
- Four networks of 25 screens each (100 total screens mall-wide)
- Your ad will appear for 15 seconds within a two-minute rotation.
- Screens display static and video content at 1080 × 1920 pixels in portrait orientation.
Digital Directory Screens
- Splash page advertisements appear when a guest approaches an idle directory.
- Large, branded ads displayed on the directory screen
- 22-inch screens that mimic traditional digital signage
- May include a call to action or special offer
- Banner ads
- Appear on multiple pages throughout the digital directory
- Average 1.5 guests per interaction
- Visible on the Home, Hotels, Shopping, Dining, Parking and Guest Services pages
Package Prices & Deliverables
| Package | Price | Impressions | Campaign Length |
|---|---|---|---|
| Vertical Digital Signage — Tier 1 | $1,375 | 166,666 | 1 week |
| Vertical Digital Signage — Tier 2 | $2,750 | 333,333 | 2 weeks |
| Vertical Digital Signage — Tier 3 | $5,500 | 625,000 | 4 weeks |
| Digital Directories — Tier 1 | $3,150 | 333,333 | 2 weeks |
| Digital Directories — Tier 2 | $6,300 | 625,000 | 4 weeks |
Co-branding Requirements
- Ads must include the Explore Minnesota logo .
View Examples
Limited Availability
One package per participant.
Contact
Natasha Freimark
[email protected]
952-456-1105
Price
$1,375–$6,300
See the package table above.
Savings
75%
About Strike Social
Strike Social is a leading social and YouTube advertising company, leveraging technology and talent to deliver impactful social and digital campaigns. They prioritize client success with machine learning-powered solutions for improved performance and transparent media buying. The company was recognized by Inc. Magazine as one of the fastest-growing private companies in the U.S., demonstrating its commitment to continuous innovation and adapting to industry shifts. Their global team is uniquely positioned to handle your social media advertising needs.
Program Options
These are the most common buying objectives on Meta (Facebook/Instagram)
- Reach / Brand Awareness
- Optimizes to Total Unique Users
- Sold on a cost-per-thousand impressions (CPM) model.
- Engagement
- Emphasis on post engagement, shares, follows, views, and comments.
- Sold on a cost-per-thousand impressions (CPM) model.
- Video Views
- Focus on users viewing your video.
- Sold on a cost-per-view (CPV) model. Charges occur when a user views the video.
- Website Traffic
- Drive traffic to your website.
- Sold on a cost-per-click (CPC) model.
Package Prices & Deliverables
Two-week lead time required
|
Reach |
Engagement |
Video Views |
Site Traffic |
|
|
Bidding Model |
Cost-per-thousand-impression (CPM) |
Cost-per-thousand-impression (CPM) |
Cost-per-view |
Cost-per-click |
|
Guaranteed Rate |
$4.00 |
$4.00 |
$0.03 |
$1.00 |
|
Participant Rate with State Contribution |
$2.00 |
$2.00 |
$0.015 |
$0.50 |
|
Tier 1: $1,500 |
750,000 impressions |
750,000 impressions |
100,000 guaranteed views |
3,000+ clicks |
|
Tier 2: $3,500 |
1,750,000 impressions |
1,750,000 impressions |
233,334 guaranteed views |
7,000+ clicks |
|
Tier 3: $5,500 |
2,750,000 impressions |
2,750,000 impressions |
366,666 guaranteed views |
11,000+ clicks |
Co-branding Requirement
- Each campaign runs through the @ExploreMinnesota Facebook and/or Instagram account.
- Participants in this program are tagged via Meta’s collaboration function.
Limited Availability
One package per participant
Contact
Larry Cohen | [email protected] | 203-255-8800
Price
$1,500 - $5,500
(see table above)
Savings
75%
About Orange 142
Orange 142 is a digital marketing and advertising company that helps businesses and agencies expand their reach and revenue. It is part of Direct Digital Holdings, the ninth Black-owned company to go public in the United States. Orange 142 specializes in data-driven media strategies, working closely with clients to create and implement custom marketing campaigns using the latest technologies. The company emphasizes excellent service, transparency and open communication throughout each advertising initiative.
Program Options
Target consumers who are actively planning their next vacation through one of the package options below.
- Package 1: Native
- 6,666+ native clicks
- Package 2: Native + Display
- 3,333+ native clicks
- 3,333+ display clicks
Co-branding Requirement
- Each ad must include the Explore Minnesota logo .
Limited Availability
Eight packages available. One package per participant.
Contact
Cliff Ward
[email protected]
361-728-4845
Price
$5,000
Savings
82%
About Phoenix International Publishing
Phoenix International Publishing boasts a team of experienced professionals who work together to deliver strategic development, creative thinking, editorial direction and implementation planning. Their proven selective outsourcing structure allows them to identify the best possible partners for any job on a cost-effective, scalable basis. The chain of command is very short, and the reputation for quality products and superior customer service is second to none.
Spearfish, a product of Phoenix International Publishing, empowers destinations to identify and re-engage prior visitors, as well as visitors to destinations in their competitive set, at both the domestic and global scales. Spearfish reaches more of those travelers than does any other media choice. Powered by a global database of nearly 600 million travel-active cardholders, Spearfish precisely identifies prior visitors and delivers advertising to them with unmatched efficiency, accuracy, and scale—driving stronger performance from every marketing dollar.
Program Details
- Spearfish Targeting: Prior Visitors & Competitive Market Conversion
- Spearfish uses verified credit card spending data to identify prior travelers from any destination/source market combination and delivers targeted display advertising to bring them back.
- Advertising is delivered to the selected audience via digital display advertising on a market-specific curated network of brand-safe websites.
Package Tiers & Prices
- Tier 1: $1,000 for 325,000 impressions
- Tier 2: $2,000 for 650,000 impressions
- Tier 3: $3,000 for 975,000 impressions
- Tier 4: $4,000 for 1,300,000 impressions
- Tier 5: $5,000 for 1,625,000 impressions
Co-branding Requirement
- Each ad must include the Explore Minnesota logo.
Limited Availability
One package per participant
Contact
Larry Cohen | [email protected] | 203-255-8800
Savings
80%
About Artful Living
Artful Living is an elegant, intelligent brand that highlights culture, travel, style, home, wellness, food, and drink, and features profiles meant to inspire and entertain. Published five times per year, it features beautiful design and engaging original content, bringing the best of the North to an affluent audience with impeccable taste. More than simply a magazine, the Artful Living lifestyle brand is headquartered in Minneapolis.
Artful Living's strategic, controlled circulation reaches and influences a discerning audience of thought leaders, influencers, creatives, business owners, savvy entrepreneurs and those who prioritize quality over quantity. This group is a valuable and sought-after audience that is hard to reach, yet they rely on Artful Living for entertainment, resources and recommendations.
Program Details
- We’re collaborating with Artful Living on four Minnesota tourism-themed Instagram carousels that will run on the Artful Living and Explore Minnesota Instagram accounts in September, December, March and June.
- Each post will include an Explore Minnesota opening slide followed by up to nine co-op participant slides
- Co-op participants will be tagged in their image on the post.
Limited Availability
One per post | 9 available each quarter
Price
$400
Contact
Genevieve Cossette Coleman | [email protected] | 612-840-1622
Savings
80%
About Shrpa
Shrpa connects destinations with regional creators to facilitate seamless collaboration and deliver the most authentic and diverse content. As a premier creator platform built specifically for the travel industry, destinations nationwide trust Shrpa as a key component of their User-Generated Content (UGC) strategies. Using insights gathered from multiple statewide co-op programs and working with over 300 destinations throughout the US, they have created a package designed to maximize success for both the destinations and the state.
Program Deliverables
- Social Content Creation
- Shrpa's platform generates up to three (3) posts per week across up to three (3) platforms: Facebook, Instagram, and TikTok.
- Content is created, formatted, and ready to publish for a full 12 months.
- Content Approval Workflow
- Participants review and approve content on a monthly basis (or more frequently upon request). Shrpa handles all formatting and platform-specific requirements.
- Onboarding Session
- Shrpa staff will work directly with each participant to get their account configured, content standards established, and the program ready to launch.
- One-Month Check-In
- Shrpa staff will follow up at the one-month mark to review content performance, address any questions, and ensure the program is meeting the participant's standards.
Co-branding Requirements
- All posts will be tagged to include Explore Minnesota’s hashtag, #OnlyinMN
Limited Availability
- 10 packages | One per industry participant
Contact
Max R Weber | [email protected] | (302) 409-0345
Price
$1,200
Savings
65%
About The Minnesota Star Tribune
The Minnesota Star Tribune is an innovative, modern media organization building on an extraordinary 157-year legacy. With seven Pulitzer Prizes and hundreds of other awards, it boasts the Midwest’s most prominent news organization and is an unrivaled force for journalistic excellence in Minnesota and beyond.
Program Deliverables & Deadlines
Behaviorally targeted e-mails are still among the most effective ways to reach a highly engaged audience for tourism-related businesses, destinations and events. Leverage the Minnesota Star Tribune’s behavioral reach and enhanced e-mail capabilities to pinpoint the ideal traveler’s inbox.
- One email sent to 100,000 targeted recipients
- The participant can customize the email list (geographically, demographically, and behaviorally).
- Explore Minnesota will have a branded header and footer on all co-op email deployments.
Additional Features
- Complimentary Star Tribune Travel FYI e-mail deployment to 15,000 recipients ($1,000 value).
- Complimentary design services are available to develop email creative.
- Participants can re-send and retarget openers or use opener data in a campaign outside of the co-op program (no Explore Minnesota contribution).
View Examples
Limited Availability
20 available | One per participant
Contact
Paul Haga | [email protected] | 612-673-4392
Price
$1,000
Savings
80%
About Strike Social
Strike Social is a leading social and YouTube advertising company, leveraging technology and talent to deliver impactful campaigns across social and digital channels. They prioritize client success through machine-learning-powered solutions that improve performance and enable transparent media buying. The company was recognized by Inc. Magazine as one of the fastest-growing private companies in the U.S., demonstrating its commitment to continuous innovation and adapting to industry shifts. Their global team is uniquely positioned to handle your social media advertising needs.
Program Options
- TrueView In-Stream
- This option is ideal to drive views. Use skippable in-stream ads when you have video content you'd like to promote before, during, or after other videos on YouTube.
- Sold on a cost-per-completed view model (CPCV), there are only charges when the viewer watches the entire video (or for the first 30 seconds if the video is longer).
- You’ll need: a horizontal (1280 x 720) video :15s or longer (no max time).
- Non-Skippable In-Stream
- Designed for cost-effective reach/awareness and can deliver on YouTube TV.
- Sold on a cost-per-thousand impressions (CPM) model.
- Users can’t skip it and will view your entire video.
- You’ll need: a 6s or 15s horizontal (1280 x 720) video.
- Demand Gen Cost-per-Click
- An ideal option to get clicks across YouTube’s video and static formats, including YouTube Shorts.
- Sold on a cost-per-click model (CPC), there are only charges when the viewer clicks to your website.
- You’ll need:
- Horizontal (1280 x 720) video :15s or longer
- Vertical (720 x 1280) video :15s-1:00 long
- Static ad units
Co-branding Requirement
- Each video in TrueView and Non-skippable must include the Explore Minnesota logo either in the corner throughout the video or at the beginning and end of each video for a reasonable amount of time (to be approved by Explore Minnesota).
- Each video on YouTube Shorts will tag the @ExploreMinnesota account.
- Each static ad must include the Explore Minnesota logo.
View Examples
- Visit Lake City (1:00)
- Pier B Resort Hotel (:30)
- Visit Greater St. Cloud (:15)
Package Prices & Deliverables
|
TrueView In-Stream |
Non-Skippable In-Stream |
VVC (Including YouTube Shorts) |
|
|
Bidding Model |
Cost-per-completed-view (CPCV) |
Cost-per-thousand-impressions (CPM) |
Cost-per-click (CPC) |
|
Guaranteed Rate |
$0.03 |
$15.00 |
$1.00 |
|
Participant Rate with State Contribution |
$0.015 |
$7.50 |
$0.50 |
|
Tier 1: $1,500 |
100,000 guaranteed views |
200,000 impressions |
3,000 guaranteed clicks |
|
Tier 2: $3,500 |
233,332 guaranteed views |
466,666 impressions |
6,000 guaranteed clicks |
|
Tier 3: $5,500 |
366,666 guaranteed views |
733,334 impressions |
9,000 guaranteed clicks |
Limited Availability
One package per participant
Contact
Larry Cohen | [email protected] | 203-255-8800
Price
$1,500 - $5,500
(see table above)
Savings
75%
Frequently Asked Questions
The program is available to Minnesota tourism-related businesses, such as:
- Destination Marketing Organizations
- Convention and visitor bureaus, chambers of commerce, tourism bureaus and resort associations
- Hotels, resorts, and other lodging properties
- Breweries, wineries, distilleries
- Attractions, museums, and sightseeing companies
- Theaters and performing arts groups
- Outdoor recreation outfitters
- Golf courses open to the public
- Events open to the public
This program maximizes your marketing budget by lowering the risk of testing new tactics, providing access to high-profile publications, and funding campaigns that exceed your solo budget. It also serves as a valuable gateway to new vendor partnerships.
If you're interested in more information on a program or ready to purchase, reach out to the contact listed under each program's description. That person will work with you to get your campaign up and running and answer any questions you may have regarding their specific program(s).
If you would like to opt-in to receive communications from our co-op contractors with information on their program, enter your email above under “Program Opt-in List.”
Most programs require the Explore Minnesota logo on the ad creative. Click on each program to view the details and look for a section titled “Co-branding Requirement.”
- Co-ops are available through June 2026 and sold on a first-come, first-served basis. Some programs have deadlines or could sell out earlier. Check with each program's contact for availability.
- The purpose and messaging of your co-op ad or content must promote your destination or business as a tourist destination or activity.
- Explore Minnesota co-op programs are not eligible for reimbursement under any Explore Minnesota grant programs.
- You can still reach out to a program's contact even if it is marked **SOLD OUT**. Many co-op vendors maintain a waitlist in case of cancellations or additional availability.
Please email Derek Ramthun or call 612-231-3889.