When COVID-19 disrupted the world, destination marketers faced a unique challenge: how do we support our destination responsibly and authentically connect with our audiences and their travel dreams.
The Adventure team rallied with the ambition that we could aim to better understand it with real-time data to inform and inspire our strategies. We got to work and developed a proprietary COVID-19 scoring model, allowing us to actively monitor varying COVID levels across markets. We developed a new broadcast messaging model focused on encouraging and inspiring future travel among potential visitors while adjusting our media channels to awareness-only to expand our reach.
In an incredibly uncertain time, the one thing we knew for sure was that our safe return to travel, and specifically travel to Minnesota, would be Worth the Wait.
The U.S. Travel Association awarded Adventure with the best broadcast in the industry award, an award that the state of MN has never previously received. The U.S. Travel Association is the national, non-profit organization representing all components of the travel industry.