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2009 Explore Minnesota Tourism Marketing Opportunity Guide
Advertising and direct marketing are used to build the “Explore Minnesota” brand. Expenditures are balanced between creating awareness of Minnesota as a travel destination, getting Minnesota into a traveler’s consideration set, and generating consumer inquiries for travel information. Explore Minnesota Tourism develops seasonal advertising campaigns in conjunction with its advertising agency, Clarity Coverdale Fury.
Contacts:
Bob Erler
651-757-1846, 800-657-3638
bob.erler@state.mn.usSteve Wendling, Clarity Coverdale Fury
612-359-4309
wendling@ccf-ideas.com
Target Audience & Markets
Three demographic segments are targeted: Generation X (30-39 years), Baby Boomers (40-59 years), and Traditionalist (60+ years). Media buys are selected based on media consumption. The household income target is $50,000+.
Minnesota and contiguous states are always included in seasonal campaigns. For spring/summer campaigns, advertising is expanded to other markets in the 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 such as direct marketing via mail and e-mail are also important elements.
Advertising Opportunities for the industry
Advertising opportunities for individual tourism businesses and organizations, as well as updates on Explore Minnesota Tourism’s latest advertising campaigns.
Cooperative advertising, marketing partnerships and promotions, regional advertising and promotions.
More about Advertising.
