Explore Minnesota names Adventure as new advertising agency of record June 20, 2018

We have a passion for active lifestyles and breaking new trails. So we’re excited to announce Explore Minnesota Tourism has selected Adventure as agency of record, to share all of Minnesota’s statewide tourism experiences with the rest of the country and internationally. We’re looking forward to helping everyone discover more great Minnesota memories.


Explore Minnesota, the state’s tourism promotion office, announced today that Adventure has been selected as the new advertising agency of record after a competitive review of proposals from several creative firms.

The new contract begins July 1, 2018. Several Minnesota-based and out-of-state agencies were involved in the final pitch. Prior to this contract, Colle McVoy served as the agency of record since 2010.

“Adventure demonstrated a vision for how to market Minnesota that was both inspiring and engaging. They brought an innovative strategic approach, and we look forward to working with their team across the state to promote unique experiences that can be found only in Minnesota.”

John Edman, Director of Explore Minnesota Tourism

Adventure, with offices in Minneapolis, St. Cloud and Brainerd, has established a unique niche within the creative industry through its approach to building active brands. The agency has won numerous awards for recent work on behalf of its clients, including the Minnesota Zoo, UnitedHealthcare Children’s Foundation, Hatteras Yachts and Cambria Style magazine.

“We’re excited to build on the great momentum of the current #OnlyinMN travel campaign, which has connected so strongly with people across the state and beyond. There are many amazing stories playing out every day across Minnesota. By sharing them in a new way, we can inspire and invite others to share more stories of their own.”

Gina Nacey, President & Executive Creative Director at Adventure

For media strategy, planning and placement, Adventure will work with its agency partner, True Media, who has a rich history with regional brands including the Minnesota Timberwolves, Minnesota Lynx and Winnebago, among others. True Media has offices in Minnesota, Missouri, Ontario and Alberta.

“We are so thrilled to work with Explore Minnesota to drive tourism throughout the state. Our collective strength has been our ability to bring a depth of creative strategy to our work, along with a truly collaborative process.”

Scott Mitchell, Founder & CEO at Adventure