In 2023, Explore Minnesota’s responsibilities expanded from simply driving tourism to attracting new residents under the newly formed Explore Minnesota for Business division.
We developed key relationships across the state to align all parties behind a unified state brand position and engaged the Explore Minnesota team to co-create cultural brand pillars and key messages informed by research.
Research that shaped our approach:
Stakeholder Interviews
Custom Resident Survey
IPSOS Segmentation Study
Resident/Non-Resident Custom Survey
From there, we developed new, cohesive creative campaigns under one central idea.
This unscripted campaign bridges tourism and livability, highlighting real stories, experiences and interactions to let Minnesotans and their communities shine.
Our campaign strategy and design execution resulted in $207 ROI for every dollar spent on niche programs–a 150% year-over-year increase.
Quantitative & Qualitative Research
Strategy & Positioning
Campaign Concepting & Planning
Media Strategy & Management
(Domestic & International)
Photography & Videography
Broadcast, Print, Digital & Social Advertising
Marketing Materials
Co-Op Marketing