The Minnesota Zoo’s mission is to connect people, animals and the natural world to save wildlife. Among the first of several initiatives to better activate its mission was the development of the Treetop Trail – a 1.25 mile accessible walking trail elevated 32 feet above ground, an imaginative reuse of the Zoo’s long-idle monorail.Adventure was tasked with crafting a graphic identity and communications that brought to life this uniquely rich and stimulating experience. Because the
Minnesota Zoo Nature Preschool
The Minnesota Zoo launched Nature Preschool, a licensed, nature-based, play-driven program within the natural setting of the Minnesota Zoo. The program offers educational experiences both inside and outside of the classroom where children can learn, grow and discover the wonders of the natural world.Taking into account competitive offerings in the Twin Cities area, the team developed a strategic position for differentiating Nature Preschool that would serve as the foundation for creative exploration and development. The
ESTO 2022
For the second year in a row Adventure Creative won the BEST IN BROADCAST Mercury award at U.S. Travel’s ESTO Awards Dinner and Presentation.The award recognized the :30 broadcast spot “Just Add Water” created for Explore Minnesota Tourism. The spot celebrates Minnesota as the land of 10,000 lakes and endless possibilities. In order to ensure our creative message spoke to a diverse audience, our team conducted focus groups with a variety of travelers both in and
Changing the Hierarchy – Moving Beyond Maslow’s Self-centered Marketing Theory
Today, over half of American consumers (62%) believe our country will not make it through our social crisis without brands playing a critical role in addressing the challenges we face. Learn how brands can become bigger than their “corporate self” to be successful in a new, evolving marketplace. When Abraham Maslow developed his hierarchy of needs, he focused on European and Western social values that were embedded with capitalistic beliefs of individual “survival of the fittest”
Explore Minnesota + Adventure Win a Mercury Award for Best In Broadcast at the 2021 ESTO Awards
When COVID-19 disrupted the world, destination marketers faced a unique challenge: how do we support our destination responsibly and authentically connect with our audiences and their travel dreams. The Adventure team rallied with the ambition that we could aim to better understand it with real-time data to inform and inspire our strategies. We got to work and developed a proprietary COVID-19 scoring model, allowing us to actively monitor varying COVID levels across markets. We developed
Adventure Awarded Best Place to Work
Life is a journey. At Adventure, it’s a rewarding one. Every day, we have the honor of working with some of the most innovative and adventurous companies in the nation. Today though, we stop to celebrate our agency for being honored as a Best Place to Work in 2020 by the Minneapolis/St. Paul Business Journal — the Twin Cities’ longest-running awards program that recognizes great workplaces.We know we cannot get where we’re going alone. We thank
Adventure’s Guide to Cross Country Skiing
A week ago it was -29°. Yup, twenty-nine degrees BELOW zero. And it stayed that way for well over a week. I think all Minnesotans have developed coping strategies for this intense winter weather. Days like today are my remedy: 30° with snow gently falling. Just to watch it out the window is soothing. But the greatest medicine for my soul is to be out in the woods cross country skiing. So this afternoon, I’ll
National Day of Adventure 2022
National Chess Day… sure. Cupcake day… we’re interested. But National Day of Adventure…? We’re all in! Each year, Adventure closes our offices on the second Friday of October so members of our team can go out and do what makes us happy: Adventuring! Here’s what we got up to for National Day of Adventure #NDOA2020Some Adventurers took to the woods & wetlands, soaking in the incredible fall colors for NDOA. Hiking & Biking spots included: Stearn’s County Quarry Park
The Future for Active Lifestyle Brands Post COVID-19
COVID-19 has created a global humanitarian, health and economic crisis that has drastically changed our lives. Knowing things will never be quite the same, we’re in an extremely emotional and challenging environment. But to reach what’s in front of you, you must let go of what’s behind you. It’s time to inhale the future and exhale the past. Understanding emerging consumer perspectives and proven recession marketing strategies provide an opportunity to better engage with consumers
Explore Minnesota & True Media Win Best of Show at AdFed’s Media Innovation Awards
True Media, a media strategy and communications company, is excited to announce their recent Best of Show win at AdFed’s Media Innovation Awards – or Minnies – for work done on behalf of client Explore Minnesota, and its Spring/Summer 2019 campaign. The winning marketing strategy was co-developed by Adventure Creative and True Media. The Explore Minnesota Spring/Summer 2019 campaign was an audience-first, consumer-focused approach that broke down traditional regional marketing boundaries and opened a national enthusiast audience by connecting
From Me to We – Community Brands and the Future Role of the Brand Manager
A healthy brand community used to be considered a metric to determine brand loyalty. Today, nurturing your community has proven to be the most valuable element in your business-building strategy. Almost 70 percent of the recent $13 billion acquisition price for Whole Foods was derived from goodwill, suggesting Amazon paid more for its brand community than existing assets. This is not unusual, as a company’s brand or community goodwill can be around 80% of the