ESTO 2022

In Blog Home Page, Uncategorized by Sam Voss

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 out of the state to understand what they wanted to see from Minnesota and how they like to experience our offerings. We learned that proximity to, and varied interactions with, water was a major draw. We also discussed the importance of food to culture, a metro destination and multi-generational travel. All of these learnings led to the creation of our “Just Add Water” spot. All markets targeted with TV experienced triple digit growth year-over-year in website traffic. Most impressively, our attribution study showed a 6.3% lift vs. baseline for exposed users visiting our website within 30 minutes as well as a 10.8% lift vs. baseline for exposed users visiting the website within 14 days of ad exposure.

Adventure Creative also received a GoUSA TV Storytelling Award from BrandUSA for its Culinary Campfire Series, also created for Explore Minnesota Tourism. The online series won for Outstanding Video Storytelling. The category was judged by some of the greatest storytellers in the business, including the director of the critically acclaimed Netflix series Chef’s Table. In the series, Twin Cities chef Yia Vang showcases Hmong cuisine while enjoying Minnesota’s beautiful outdoor spaces.