Solution

We set our sights on the travelers who are more optimistic (cautiously optimistic, but optimistic nonetheless) and ready to experience life. They are curious to discover what makes a destination exceptional. Thus, the More to Explore campaign was born. Just as Minnesota is a state worth exploring, we set out to create a commercial worth exploring. Throughout the spot, visual surprises are sprinkled in to delight and, most of all, support the idea that there really is More To Explore in Minnesota. The biggest surprise of all was saved for the end of the spot when Joe Mauer, Minnesota’s favorite son (and MVP), made his singing debut. The result is a seamless, exuberant tribute to all that Minnesota has to offer. The television spot has become Explore Minnesota’s most buzzworthy initiative ever.