Explore Minnesota’s 2015 spring/summer advertising campaign generated $337.4 million in traveler spending

Explore Minnesota Efforts Generate $337 Million in Spending

ST. PAUL, Minn., 2016-Jan-28 — /Travel PR News/ — Explore Minnesota, the state’s tourism promotion office, announced today that its advertising efforts generated big returns for the state, resulting in 3.2 million trips, $337.4 million in traveler spending and $31.2 million in state and local taxes in 2015. These numbers are based on a recent advertising evaluation study by Longwoods International, which surveyed consumers in Explore Minnesota’s target markets about their recent travels, perceptions of the state, and awareness of the award-winning #OnlyinMN campaign.

The study concluded that every dollar invested in Explore Minnesota’s 2015 spring/summer advertising campaign generated $75 in new traveler spending and $7 in new state and local taxes in Minnesota. In addition, 59 percent of consumers in Explore Minnesota’s advertising markets were aware of the advertising efforts.

The $4.5 million campaign’s success can be attributed to a variety of factors, including increased funding to expand market reach, a mix of traditional and digital marketing mediums, and cutting-edge creative executions. Explore Minnesota’s advertising markets include: Minnesota, Iowa, Wisconsin, Illinois, South Dakota, North Dakota, Missouri, Nebraska, Montana, Wyoming, Colorado, Kansas and Winnipeg. In addition to the 3.2 million trips taken in 2015, 2.6 million people who did not visit Minnesota last year indicated that they intend to do so in the next 12 months.

“This is excellent news for Explore Minnesota, and for our economy,” said Gov. Mark Dayton. “Every dollar we invested in promoting Minnesota tourism last year brought another $75 of consumer spending into our state’s economy, supporting Minnesota businesses and jobs.”

Tourism Marketing Bolsters Economic Development Objectives

People who are aware of Explore Minnesota’s advertising are 46% more likely to view Minnesota as a good place to live, and are 60% more likely to view the state as a good place to start a business. Those who visited Minnesota this past year are 87% more likely to consider the state a good place to live, and are 110% more likely to view it as a good place to start a business. Similarly, advertising awareness and travel to Minnesota also increase people’s view of the state as a good place to start a career, attend college, purchase a vacation home or retire. Longwoods International defines this as the “Halo Effect.”

“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,” said Explore Minnesota Director John Edman, who was named 2015 State Tourism Director of the Year by the U.S. Travel Association. “The results are in line with the reality of the many great travel experiences we have to offer both our core target markets and travelers from further away.”

#OnlyinMN Travel Marketing Campaign Evolves in 2016

Explore Minnesota’s #OnlyinMN campaign featured two new TV spots in 2015, launching with a regional Super Bowl commercial, as well as radio, print, digital and out-of-home advertising, including painted Instagram murals in Denver and Chicago. Explore Minnesota also welcomed five “10-Day Minnesotans”—prominent travelers with extensive social media followings—to document their travels here. To date, the popular #OnlyinMN hashtag has been used more than 230,000 times, and Explore Minnesota has amassed more than 241,000 fans on social media.

In partnership with Minneapolis-based branding and advertising agency, Colle+McVoy, the campaign will evolve in 2016 with three new TV spots; radio promotion on MPR’s popular “A Prairie Home Companion”; dynamic print, digital and mobile advertising; inspirational social media strategy; and innovative out-of-home advertising tactics. In addition, Explore Minnesota will highlight golf to leverage the 2016 Ryder Cup in Minnesota, and launch a test campaign in the Dallas-Ft. Worth area. These and other campaign elements will be seen at different times throughout the spring/summer season.

“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,” said Lt. Gov. Tina Smith. “It also plays an important role in strengthening Minnesota’s $13.6 billion tourism industry, by helping to attract millions of visitors to our state each year.”

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.

Tourism is a $13.6 billion industry in Minnesota, and a key sector of the state’s economy. The leisure and hospitality industry—a major provider of tourism services—employs more than 254,000 workers, representing 11 percent of Minnesota’s private sector employment. Leisure and hospitality also generates 17 percent of the state’s sales tax revenues. Minnesota welcomes nearly 70 million domestic and international travelers annually.

See what’s happening right now, only in Minnesota, at exploreminnesota.com and join the movement via @exploreminn on Twitter and Pinterest, or @exploreminnesota on Instagram and Facebook, using #OnlyinMN.

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Media contact: Alyssa Ebel, Explore Minnesota, 651-757-1857, alyssa.ebel@state.mn.us, Twitter: @ExploreMN_PR

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