Minnesota is planning a historic investment of $25 million to market the state to potential tourists and new residents. There are plans to launch ads across the country in March, which will kick off the state’s first nationwide brand campaign. This is part of a larger funding effort aimed at boosting the state’s profile among both tourists and those looking to relocate. Explore Minnesota, the state’s tourism arm, received the funding increase, the first of its kind in over a decade. The organization will use the funds to heighten its national marketing campaigns and bolster the state’s reputation as a top-tier destination.
In addition to tourism, the money will also be used to expand the state’s workforce. The legislation earmarked $11 million to launch Explore Minnesota for Business, a new division designed to attract new residents to the state. With a low unemployment rate and more job openings than applicants, the goal is to position Minnesota as a desirable place to live and work. The state hopes to fill crucial job vacancies, mainly in sectors suffering from staffing shortages, with the help of the campaign.
Explore Minnesota’s Executive Director, Lauren Bennett McGinty, emphasized the need for Minnesota to have a louder voice in national discussions about what makes the state unique. The marketing strategy also includes promoting travel to Minnesota, as visitors are more likely to consider moving to the state – a phenomenon often referred to as the “halo effect.”
Besides workforce expansion, the state planning several tourism-based campaigns. One such campaign launching in March will feature TV, digital, and radio ads showing influencers enjoying Minnesota’s attractions. The state will target communities from Chicago and Kansas City to Denver and St. Louis. The campaign aims to change national perceptions about Minnesota and boost tourism in all seasons.
Funding for Explore Minnesota will aid in international marketing, staff rebuilding, and support new initiatives including awarding grants to the state’s tribal nations. Minnesota’s leisure and hospitality sector, the fourth-largest industry in the state, is hoping to bounce back after pandemic-related losses approaching $14 billion.
Source: Minnesota makes ‘historic investment’ — $25 million to market the state to tourists, new residents.
