Explore Minnesota’s #OnlyinMN Campaign Boosts Tourism

A study found that every dollar invested in its 2015 spring/summer campaign generated a $75 return for Minnesota.

Explore Minnesota’s #OnlyinMN Campaign Boosts Tourism
The state’s tourism promotion office, Explore Minnesota, said on Monday that its #OnlyinMN campaign paid off tremendously for the state last year.
An evaluation study of the campaign—which was conducted by Longwood International, a Toronto-based strategic research firm—found that every dollar invested in Explore Minnesota’s 2015 spring/summer advertising efforts generated $75 in new traveler spending and $7 in new state and local taxes in Minnesota.
The St. Paul-based tourism organization said it was aiming to lure travelers from Iowa, Wisconsin, Illinois, the Dakotas, Missouri, Nebraska, Montana, Wyoming, Colorado, Kansas and Winnipeg. The estimated 3.2 million trips made to Minnesota from these areas last year resulted in roughly $337.4 million in traveler spending and $31.2 million in state and local taxes.
“These impressive results mark exciting times for Minnesota tourism, and along with a rising economy, indicate that our innovative marketing efforts and #OnlyinMN campaign are working,” Explore Minnesota director John Edman said in a statement.
Explore Minnesota said the success of its $4.5 million campaign could be attributed to a number of factors, including increased funding to expand its market reach, the blend of physical and digital marketing mediums, as well as “cutting-edge creative executions.”
A majority of travelers to Minnesota also left with favorable impressions of the state. According to the study, those who visited said they were 87 percent more likely to consider the state a good place to live than those who didn’t visit. The same people were also more than twice as likely to start a business in the state versus those who didn’t visit Minnesota.
Explore Minnesota is partnering with Minneapolis-based marketing agency Colle+McVoy for its 2016 spring/summer advertising campaign. In addition to new TV spots, radio promotions, and print, digital and mobile advertising, Explore Minnesota said it would highlight golf to leverage the 2016 Ryder Cup in Minnesota. The organization also plans to stretch its campaign as far south as the Dallas-Fort Worth area.
“Explore Minnesota’s #OnlyinMN campaign is educating people about what makes Minnesota a great place to live, start a career, attend college, retire, and just have fun,” Lieutenant Governor Tina Smith said in a statement. She added that over the years, Explore Minnesota has played “an important role in strengthening Minnesota’s $13.6 billion tourism industry.”
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