Advertising Opportunities for the Industry
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Explore Minnesota Tourism develops seasonal advertising campaigns in conjunction with its new advertising agency, Clarity Coverdale Fury. July 1, 2006 marked the start of a new contract with this Minneapolis agency following an extensive review of 12 advertising agency proposals.
Clarity Coverdale Fury won the account with a new strategic approach for the Explore Minnesota brand that will generate greater consumer interaction and excitement through increased emphasis on electronic marketing and partnerships, while promoting what is unique about the state. A new advertising campaign will launch in the spring of 2007 featuring a series of new TV ads designed to drive consumers to www.exploreminnesota.com.
Print, online and direct mail advertising will support the initiative and a redesigned Web site will be launched to coincide with the spring/summer campaign. We will formulate details for the fall 2007 campaign in May-July and a winter 2007-2008 plan in August-September. Media schedules for these ad campaigns will be posted here as they are developed:
Contact: Bob Erler
651-296-2756, 800-657-3638
bob.erler@state.mn.us
Target Audience & Markets
Demographic focus: Gen X (30-39), Boomers (40-59), and Traditionalists (60+) with household income of $50,000. The spring/summer 2007 campaign will concentrate more on the 35-54 age segments.
Minnesota and contiguous states are always included in seasonal campaigns. For spring/summer campaigns, advertising is expanded to other markets in the U.S. North Central region and in Canada. Some advertising placements have national reach. Approximately 70% of the spring/summer ad budget is used to reach non-residents. The fall and winter campaigns are designed to reach Minnesotans and non-residents equally, reflecting the shorter travel distances for those seasons.
Advertising Media
A variety of media and direct marketing tactics are utilized in order to reach potential travelers. The media mix varies by season depending on specific advertising objectives. Some key media are broadcast, magazine and online; however, other media, direct marketing via mail and e-mail, are also important elements.
Broadcast
A series of new TV ads designed to drive consumers to www.exploreminnesota.com are planned as part of the new advertising campaign launching in the spring of 2007. Eight 15-second spots will run in rotation in Minnesota and in out-of-state markets.
Explore Minnesota Tourism has a marketing partnership with the Minnesota Broadcasters Association (MBA) to run television and radio spots. Television stations in greater Minnesota run Explore Minnesota Tourism spots as part of this agreement. The MBA partnership provides nearly $750,000 in television and radio advertising inventory. Through this partnership, Explore Minnesota Tourism runs a series of radio spots throughout the year, using in-house talent to deliver Explore Minnesota travel messages.
We are also considering magazine and newspaper placements for the spring/summer 2007 campaign. Magazines with substantial travel editorial have proved to be effective generating consumer inquiries. Reader service listings for consumers to request additional information are included in most of the publications. In addition, in some publications with a concentration of Minnesota Tourism advertisers, Explore Minnesota Tourism provides an Explore Minnesota banner above the advertising.
Newspaper advertising reaches higher concentrations of consumers in key Midwest markets. A shorter lead time for placing ads is also an advantage of newspapers. Sunday Travel sections in major daily newspapers can be an effective place to reach consumers looking for travel offers.
Online
We will use a mix of online tactics throughout the year. Purchase of key words on search engines drives traffic to exploreminnesota.com. Co-registration on networks of sites generate requests for information. Advertising and content on prominent local and regional web sites are used to showcase Minnesota tourism information and provide links to exploreminnesota.com. Many other advertising buys offer value-added online opportunities such as targeted e-mails and banner advertising.
Direct Marketing
Targeted direct mailings are a consistent component of seasonal campaigns. A blend of Explore Minnesota Tourism databases, partner lists (such as those from Department of Natural Resources) and purchased travel-related lists are utilized concentrating on Upper Midwest consumers. Each mailing offers specific planning information geared toward the target list.
Cooperative Advertising
Explore Minnesota Tourism has developed a cooperative newspaper advertising program available for both tourism non-profit organizations and private sector companies. The schedule includes placements in key out-of-state markets.
For example, USA Weekend Magazine will insert a four-page “pop-up” Explore Minnesota Tourism section with two pages of cooperative advertising in the April 1, 2007 edition. Ad rates for a Chicago Sun-Times brochure ad with reader response begin as low as $158.10. MidWest Outdoors is a new addition for the fishing, hunting and outdoor markets. All ads are four-color and will appear under an Explore Minnesota Tourism banner. For rates and space reservation deadlines, visit industry.exploreminnesota.com.
- Chicago Sun Times with suburban newspaper option - March4 and April 22, 2007
- Des Moines Register with DesMoinesRegister.com option - April 8, 2007
- MidWest Outdoors - April 2007
- USA Weekend Magazine* - April 1, 2007
- Valassis special Explore Minnesota Tourism insert - April 28, 2007
- Winnipeg Free Press with Minnesota editorial - April 28, 2007
*Note: Early deadline for USA Weekend - December 15, 2006
Cooperative Advertising Contact: Lana Sloan
651-297-2901, 800-657-3638
lana.sloan@state.mn.us
Marketing Partnerships & Promotions
Throughout the year promotional opportunities are presented to Explore Minnesota Tourism by various media. The opportunities range from trip giveaway promotions to outbound e-mail blasts and can be available to regions, communities and individual tourism businesses. Opportunities are announced through our industry newsletter EMT Express, which is available at industry.exploreminnesota.com, and our regional offices.
Explore Minnesota Tourism develops marketing partnerships to extend the impact of our advertising efforts. For example, in 2006, we partnered with Best Western International, AAA Magazines and WCCO TV to promote “Minnesota Treasures”. This promotion included TV advertising, a Best Western travel Card sweepstakes, a promotional page on www.WCCO.com, a “mini” Explore Minnesota Tourism site on AAAmagazines.com, and surveys of AAA members regarding their vacation plans. The advertising extended our schedule through September 4, generated leads for travel information and reached over 70,000 AAA members.
For more information contact: Lana Sloan
651-297-2901, 800-657-3638
lana.sloan@state.mn.us
Regional Advertising & Promotions
Each of Minnesota’s four tourism regions develops an annual marketing plan with an emphasis on promoting specific activities or seasons. Many regional advertising programs offer individual communities and businesses the opportunity to participate.
For more information on 2007 regional advertising opportunities contact your regional representative:
Twin Cities Metro Region
Gayle Junnila
gayle.junilla@state.mn.us
651-296-5205, 800-657-3637
Northeast Region
Tim Campbell
tim.campbell@state.mn.us
218-723-4692, 888-876-6784
North Central/West Region
Carol Altepeter
mailto:carol.altepeter@state.mn.us
218-828-2334, 888-629-6466or
David Bergman
david.bergman@state.mn.us
218-681-0997, 888-563-7777
Southern Region
Dave Vogel
dave.vogel@state.mn.us
507-389-2683, 888-975-6766
Posted: August 4th, 2007
