Explore Minnesota Tourism logo woman hiking

Explore Minnesota & True Media Win Best of Show at AdFed’s Media Innovation Awards

In News, Thoughts by adventurecg

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 with people who are so passionate about their hobbies they incorporate them into vacation time. True Media identified the hobbies, or niches, that drive people’s decisions to travel, and uniquely targeted them within a variety of traditional and digital passion mediums.

True Media winning Media Innovation Award

Looking ahead to 2020, the campaign will continue to innovate by integrating Artificial Intelligence (AI) and other new tools to better reach these highly-engaged consumers.

“The award is focused on recognizing and celebrating outstanding strategy and innovation in media. Innovation is one of our key drivers at True Media, and it’s great when your own peers recognize the efforts involved when championing new thinking and doing things differently while achieving strong results.”

Jack Miller, CEO at True Media

“Our audience-focused approach opened up a larger marketplace for Minnesota. Historically, our marketing dollars have been invested primarily in the five-state Upper Midwest region, and parts of Canada, and now we are reaching consumers across the country and exposing them to unique Minnesota experiences that are based on their passion.”

John Edman, Director at Explore Minnesota

True Media winning Media Innovation Award