With our many lakes, deep, unending forests, and rich history, Minnesota brings in about 70 million domestic and international visitors every year.
Tourism is a $15 billion industry in Minnesota, and is a key sector of the state economy: With more than 265,000 workers, the Leisure and Hospitality industry also makes up 11% of our private sector employment, and 18% of our state’s tax revenues.
Explore Minnesota, the state’s tourism promotion office, announced June 14th that Adventure Creative has been selected as the state’s new advertising agency of record. The new contract begins July 1, 2018. This decision was made after a competitive review of proposals from several creative firms that were both Minnesota-based and out-of-state agencies. Prior to this change, Colle McVoy had served as the agency of record since 2010.
John Edman, director of Explore Minnesota commented on the final decision: “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.”
Adventure has offices in Minneapolis, St. Cloud and Brainerd, and has established a unique niche within the creative industry through its approach to building active brands. While working on behalf of such client as the Minnesota Zoo, UnitedHealthcare Children’s Foundation, Hatteras Yachts, and Cambria Style magazine, the agency has won numerous awards.
“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,” said Gina Nacey, Adventure president and executive creative director.
Adventure won’t be on its own when promoting tourism in Minnesota: True Media will work in partnership with Adventure for media strategy, planning and placement. True Media has a rich history with regional brands including the Minnesota Timberwolves, Minnesota Lynx and Winnebago, among others. Along with this connection to Minnesota through brands it also has offices in Minnesota, Missouri, Ontario and Alberta.
Scott Mitchell, Adventure founder and CEO conveyed his excitement, saying, “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.”
ABOUT EXPLORE MINNESOTA
As the state’s tourism promotion office, Explore Minnesota pursues an entrepreneurial approach, leveraging the state’s tourism investment with increased involvement by the private sector. A council of representatives from the state’s tourism industry strongly connects Explore Minnesota with tourism businesses and organizations. More information can be found at exploreminnesota.com.
ABOUT ADVENTURE CREATIVE
Founded in 2005, Adventure combines senior-level experience and entrepreneurial energy to deliver award-winning campaigns for national and regional brands. Built on the mission of infusing energy into active brands, the agency’s hallmark is marrying creative talent, strategy and execution. Its growing client roster features prominent national and regional accounts, including the Minnesota Zoo, Johnson Outdoors, UnitedHealthcare Children’s Foundation and Sun RV Resorts. For more information, visit adventurecreative.com.
ABOUT TRUE MEDIA
True Media is a media strategy and communications company that specializes in helping corporations determine efficient and effective marketing and advertising plans – including traditional, digital, social and mobile media. With offices in the United States and Canada, True Media manages media relationships and handles negotiations for some of North America’s most reputable companies. For more information, visit TrueMediaServices.com