Social, Experiential, Influencer Marketing
About Explore Minnesota Tourism
Minnesota might have more shoreline than California, but it gets outspent tenfold by many states. It was time to rethink Explore Minnesota Tourism’s branding and connection strategy. We had to create a never-ending wave of get-here-now inspiration.
Competitively, every state took the same approach. Ads teeming with inaccessible imagery. A struggle that led to a breakthrough.
Segmentation studies identified key audiences: Cultural Explorers and Spontaneous Adventurers. Both wanted to feel less like tourists and more like locals.
#OnlyInMN activated residents and visitors to share their local discoveries, turning them into spontaneous ambassadors uploading virtual postcards of our state.
The hub on Explore Minnesota's website curated #OnlyInMN content and put travelers on their journey with trip-planning tools.
Their social dispatches, in the form of photos, videos, blog posts and tweets, reached millions of potential future visitors and created tens of thousands of engagements with the campaign.
MNstagram booths were shipped across the country to give potential visitors an #OnlyInMN experience to share.
Generated incremental visits numbered 3.5 million, and generated incremental traveler spending reached $388.8 million.
Explore Minnesota received 1.5 million web visitors in three months – a 35% increase.