In the summer of 2022 we brought the magic of Minnesota to the heart of Chicago and St. Louis with an immersive pop-up experience. As visitors walked through the exhibit they experienced a stunning floor-to-ceiling visual show of Dream State video paired with iconic Minnesota sounds, including loon calls and our world-class orchestra tuning up. Afterward, they were greeted by a campfire and adirondack chairs where they could speak with a Minnesota ambassador to discover more about what the state has to offer.
More than 5,000 visitors immersed themselves in our Dream State experience over the two weekends. Two thousand of those visitors visited the Explore Minnesota website to learn more and entered for a chance to win a trip to Minnesota. Media attention and word of mouth helped push the Dream State Pop-Up experience to the top landing page in June/July, and drove 500 new subscribers to MN’s newsletter content.
Outdoor, Print & In-Store Launch Campaign