'Explore' Minnesota through MNstagram Booths

May 02, 2016

State of Minnesota
Media contacts:
Alyssa Ebel, Explore Minnesota, (O) 651-757-1857, (C) 651-276-8738, alyssa.ebel@state.mn.us, @ExploreMN_PR


'Explore' Minnesota through All-New MNstagram Booths

Explore Minnesota to Inspire #OnlyinMN Travel Moments in Kansas City, Chicago & Denver

ST. PAUL, Minn. (May 2, 2016) – This week, Explore Minnesota, the state's tourism promotion office, launches its new Instagram-inspired MNstagram Booths with immersive Minnesota travel experiences inside. They will travel from Minnesota to local events and festivals in Kansas City, Denver and Chicago beginning May 7 through mid-June.

One booth features the world-renowned Boundary Waters Canoe Area Wilderness in northern Minnesota, allowing visitors to "canoe" in the middle of a pristine lake among cattails and rock structures, surrounded by the iconic wilderness scenery of the region. The second booth allows visitors to take center stage at the world-famous First Avenue Nightclub in Minneapolis, where they can sit behind the drum kit and jam to music playing through stage speakers. High-resolution images of the MNstagram Booths are available upon request.  


"We want to deliver a taste of the diverse experiences that travelers can find only in Minnesota," said Explore Minnesota director/CEO John Edman. "We expect the booths will spur a lot of social conversations about vacations in Minnesota, using our popular hashtag #OnlyinMN, which has an impressive 300,000+ uses and is a great travel inspiration tool."

The MNstagram Booths are scheduled to appear at select events in Kansas City, Denver and Chicago:
  Kansas City, May 7-15: Middle of the Map Fest, 5/6 & 5/7; City Market, 5/8; HP3 Duathlon, 5/14; Sporting Kansas City game, 5/15.
  Denver, May 21-29: Five Points Jazz Festival, 5/21; Colorado Rockies game, 5/27; Denver Day of Rock, 5/28; Bolder Boulder 10K, 5/30.
  Chicago, June 4-12: Green City Market (West Loop), 6/4; The Color Run, 6/5; Navy Pier, 6/8; Chicago Blues Festival, 6/10 – 6/12; Ribfest Chicago, 6/10 – 6/12; Wells Street Art Festival, 6/11 – 6/12.

Event locations are subject to change. Follow @ExploreMinn on Twitter for exact MNstagram Booth locations and times, May 7 – June 12.

Produced by Street Factory Media in Minneapolis, the MNstagram Booths are the latest evolution of creative out-of-home marketing executions produced as part of the award-winning, socially-driven #OnlyinMN travel marketing campaign – the largest travel marketing campaign in Minnesota history. Last week, Explore Minnesota was announced as the winner of a prestigious Webby Award in the Best Use of Photography category for its 2015 Instagram building murals in Denver and Chicago.

Explore Minnesota's MNstagram announcement coincides with National Travel and Tourism Week, celebrated across the nation May 1-7. The travel industry is a powerful and primary industry to the U.S. economy, and according to U.S. Travel Association data, is projected to generate more than $2.1 trillion in business this year. Tourism in Minnesota is a $13.6 billion industry.

Marketing #OnlyinMN Moments
In partnership with Minneapolis-based advertising agency Colle+McVoy, the popular #OnlyinMN marketing campaign also features three new TV spots this spring/summer; radio promotion on MPR's popular "A Prairie Home Companion"; inspiring print, digital and mobile advertising; engaging social media; and a building mural in Chicago. These and other campaign elements will be seen at different times throughout the spring/summer season.

Explore Minnesota also launched a golf marketing campaign to leverage buzz around the highly anticipated Ryder Cup in September 2016. Minnesota's own Tom Lehman stars in the all-new TV commercial, and the golf campaign will be the forefront of a pilot marketing campaign in Dallas-Ft. Worth this summer.

To date, the popular #OnlyinMN hashtag has been used more than 300,000 times, and Explore Minnesota has amassed more than 242,000 fans on social media.


About Explore Minnesota
As the state's tourism promotion office, Explore Minnesota 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 with tourism businesses and organizations.

Tourism is a $13.6 billion industry in Minnesota, and a key sector of the state's economy. The leisure and hospitality industry—a major provider of tourism services—employs more than 254,000 workers, representing 11 percent of Minnesota's private sector employment. Leisure and hospitality also generates 17 percent of the state's sales tax revenues. Minnesota welcomes nearly 70 million domestic and international travelers annually.

See what's happening right now, only in Minnesota, at exploreminnesota.com and join the movement via @exploreminn on Twitter and Pinterest, or @exploreminnesota on Instagram and Facebook, using #OnlyinMN.