industry.exploreminnesota.com » Advertising

2010 Explore Minnesota Tourism Opportunities Guide

pdian — Mon, 21 Sep 2009 17:43:15 +0000

2010 Explore Minnesota Tourism Opportunities Guide

Explore Minnesota Tourism Fall 2009 Ad campaign

Bob Erler — Fri, 04 Sep 2009 19:34:43 +0000

Explore Minnesota Tourism’s a fall marketing campaign runs August through October with TV, radio, direct mail and online advertising, targeting likely travelers in the Twin Cities, Greater Minnesota, “nearby” Upper Midwest markets and portions of Manitoba and Ontario.

Television

TV advertising is running on Fox Sports Net – North (FSN) on Twins games through September and on Brewers games in Wisconsin on key series in September, featuring :15 second “bookend” ads from the My Favorite Minnesota campaign and our two new 30 second TV spots.

EMT is also sponsoring the new National Park Documentary series by Ken Burns on Twin Cities Public Television.

Radio

Radio advertising on stations throughout MN as part of Minnesota Broadcasters Association partnership will air one flight utilizing: 30 second spot to promote fall color along both sides of the St Croix and Mississippi River in cooperation with Travel Wisconsin, August 24-September 13.

Direct Mail

350,000 mailing planned for week of August 24 promoting fall travel, with the Fall Explorer Newspaper section the primary fulfillment piece.

Digital Advertising

Paid search engine advertising is running on google.com, yahoo.com and msn.com with key tourism related words as well as fall seasonal terms.

Content box banner ads with multiple links to exploreminnesota.com appear on MPR.org, Twincities.com

Banner ads promoting fall tourism are running the month of September in City Pages weekly events e-newsletter.

Online advertising on startribune.com includes 2 solo travel e-mails and banner ads and a 15 second pre-roll video on the home page news video.

Ongoing partnerships with kare11.com and wcco.com continue, containing Explore Minnesota content for seasonal fall travel.

TV advertising opportunity – Minnesota Twins 2010 TV on FSN

Bob Erler — Fri, 04 Sep 2009 16:45:56 +0000

Explore Minnesota Tourism offering a 2010 Minnesota Twins TV Ad Package for up to 3 Minnesota Tourism advertisers to buy as the Twins start their inaugural season at Target Field.

Twins TV Ad Package cost is $20,000 for approximately 15 thirty second spots to run April-June 2010. Ads will rotate with EMT ads during game broadcasts on FSN.

The EMT Twins ad package is open to new FSN Twins advertisers only. Tourism industry TV ads must be supplied by advertiser. A $2,500 commitment required by November 1, 2009.

For more information contact Bob Erler bob.erler@state.mn.us , 651-757-1846

2010 Explore Minnesota State Highway Map Advertising Partnership Opportunity

Michele Peters — Fri, 17 Jul 2009 16:22:48 +0000

Your company’s logo and message will be seen by over 500,000 travelers as the partner for the press run of the 2010 Official Minnesota State Highway Map. The map is a valuable reference for route planning, mileage between cities, state parks and Explore Minnesota travel information. Reach people who are planning their trips. Most keep the map for at least one year –consumers will see your ad many times.

This map is one of our most requested items. Our travel information centers & satellite travel information centers provide the EMT map to travelers (approximately 500,000). Over 100,000 are requests are from exploreminnesota.com and in response to Explore Minnesota advertising.

The premium back panel is exclusive to your business category (i.e. only one restaurant, hotel or retailer). The panel size is 8¾ x 4¼ position on the reverse of the front cover. The press run will be 500,000.

The partner has the first option for the 2011 highway map advertising partnership, however, the price is not guaranteed with a one year commitment. Ad design is subject to review by EMT. Partnership will be awarded on a first-come, first served basis.

Premium map panel sponsorship – price $15,000/panel

Minnesota Explorer Travel Newspaper display advertising

Michele Peters — Thu, 16 Jul 2009 19:50:44 +0000

The Minnesota Explorer is a travel newspaper published three times a year (spring/summer, fall and winter editions) in partnership with the Minneapolis Star Tribune. The Explorer is inserted into Sunday editions of the Star Tribune — more than 600,000 copies are printed!

Explore Minnesota Tourism will also distribute an additional 100,000+ each season as part of seasonal promotions and at travel information centers.

Costs:
$325 per column inch
Black, plus 1-color – $834
4-color – $2,024

Contact: Star Tribune, 612.673.7014 or 800.829.8742 ext. 7014

Editorial content
Calendar of events
Community listings

Search Engine Optimization Copywriting Best Practices

Pete Dian — Thu, 15 Jan 2009 14:29:23 +0000

Why Is This Important?
The purpose of this tutorial is to help you gain more exposure for your listings on exploreminnesota.com. Studies show that more than 80% of Internet users begin their time online with a search engine. Many of these searches are for the very products and services you offer, and we want to increase the likelihood that your page on exploreminnesota.com will come up near the top of search results.

Search engines like Google and Yahoo! have sophisticated algorithms that match the best Web sites for each search. Essentially, the search engines are looking for the content that matches the search most closely. The words you use on your exploreminnesota.com listing page tell the search engine whether or not your page is relevant. Use this document as a guide when writing your copy, and you will increase traffic to your page.

In addition, this guide outlines the basic tenants of writing for any Web site. Use these tips when developing content for your own Web site, and you’ll most likely see an increase in traffic there too!

Develop Relevant Content
It is important to not only develop relevant content about your company but also that its content for which visitors are searching. For example, if your company is a resort in northern Minnesota then relevant keyword phrases could include:

Your company name (Company ABC Resort)
Local attributes (e.g., Brainerd Minnesota resort)
Specialized attributes (e.g., Minnesota fishing resort)

In the examples above, Company ABC Resort, Brainerd Minnesota resort and Minnesota fishing resort would be the "optimized" or "relevant" keyword phrases. You will want to use relevant keyword phrases as much as possible on any Web site copy including your Listing Details (summary and HTML copy), photo captions, Deals (header text and HTML copy), etc.

Choosing Keyword Phrases
Think about how your target audience is searching for you. What phrases would they enter into a search engine if they were trying to find a business like yours? Choose three to five keyword phrases that fit your business and also would likely be common phrases that people would use in a search. These are your keyword phrases. Write them down.

Summary Text

Make sure it is related to the page content and organized into logical sentences.
Include keyword phrases at the beginning of the summary and close to each other.
Keep in mind that search engines place strong emphasis on the first word.
Avoid repeating keyword phrases more than three (3) times in the summary text area.

Advertiser Listing Details
It is important to ensure that your keyword phrases are repeated within the overall page content. Follow these guidelines as you’re writing copy within the "HTML Copy" area on your exploreminnesota.com listing.

Place keyword phrases close to each other and at the beginning of the page.
Try to repeat keyword phrases 4-8 times, but also ensure that the sentences and paragraphs make sense to the reader.
Use text-based keyword phrases in headings. Avoid using images/graphics as headers because search engines can’t read images, they only read text.
Use keyword phrases in on-page links. Search engines weigh link text more heavily (i.e., use "Minnesota fishing resort" as a link instead of "resort").
Search engines are not able to "read" graphics. Therefore, it is best to not only ensure that keyword phrases are relevant, but also that the on-page links are text-based.
When posting photos or videos to your pages, use captions and name the photos with appropriate keywords when possible.

Special Deals Copy

In the header copy, use between 60-115 characters (including spaces) and no more than 10-12 words.
Be descriptive and utilize keyword phrases when possible.
It’s okay to include your brand name.
It’s okay to separate keyword phrases with hyphens.
It’s better to use plural forms of keyword phrases versus singular keyword phrases (e.g., "resorts" rather than "resort")

How To: Video Tutorials for Advertisers

Pete Dian — Mon, 15 Dec 2008 19:33:48 +0000

View and print written instructions on how to use the www.exploreminnesota.com admin tools.

These embedded videos require the Adobe Flash Player to be installed. If you can not see the videos, please make sure you have Adobe Flash Player installed. Download Adobe Flash Player here. After installing Adobe Flash Player, you may need to refresh this page.

How to edit your Enhanced Listing

How to edit your Deal

These videos are kind of small to see aren’t they?

Download the full-sized videos: These video downloads require the free Apple QuickTime viewer.
How To Edit Your Deal
How To Edit Your Listing

Explorer events listing cut-off dates

Kim Fitzgerald — Wed, 19 Nov 2008 14:43:14 +0000

In order for your event to be considered for inclusion in each edition of the Explorer, you must update your information in the Explore Minnesota Tourism database by these due dates.

Minnesota Explorer Edition Due date

2009 Fall: May 15, 2009

2009/10 Winter: August 28, 2009

2010 Spring/Summer: November 20, 2009

Dates are subject to change. Be sure to watch your email and mail for our reminders.

Winter 2008-09 Ad Campaign

Bob Erler — Thu, 13 Nov 2008 20:26:01 +0000

March 2008-February 2009 Advertising Schedule

Explore Minnesota Tourism’s winter marketing campaign runs November thru February with TV, radio, and online advertising, targeting likely travelers in the Twin Cities, Greater Minnesota, “nearby” Upper Midwest markets and portions of Manitoba and Ontario. A significant portion of the campaign is devoted to the winter sweepstakes promotion “Winter of Wonder Giveaway”.

Winter Explorer Newspaper

300,000 inserted in the Wednesday November 12 issue of the Star Tribune. 100,000 delivered for distribution to travel information centers, state parks, tourism organizations/libraries and individual requests.

Winter of Wonder Giveaway

The promotional sweepstakes on exploreminnesota.com is running December 29-February 22 featuring a grand prize of a two year lease for a 2009 E85 Chevy Silverado Extended Cab truck and several weekly prizes including an ATV, snowboards, and travel packages. Partners are Luther Auto Group, Dairy Queen, Arctic Cat, Erik’s Bike & Board, Minnesota Timberwolves, and Cragun’s Resort.

Television advertising is scheduled December 29 – February 15, featuring 15-second “bookend” ads from the My Favorite Minnesota campaign. A 30-second spot promoting the Winter of Wonder Giveaway is also mixed in to the ad rotation. TV markets include Mpls/St Paul, Mankato, Rochester, Duluth, Des Moines, Cedar Rapids, Fargo, Grand Forks, Sioux Falls, La Crosse, Eau Claire, Winnipeg and Thunder Bay.

Radio

Radio advertising on stations throughout Minnesota as part of Minnesota Broadcasters Association partnership will air November 10 – November 30 promoting the Ski & Snowboard Expo 11/10-11/16, and Metro/Holidays 11/17 -11/30. An ad promoting the Winter of Wonder Giveaway airs in January.

Sponsorship messages on Minnesota Public Radio continue on news and classical programming through December 31. Starting January 1 sponsorship messages will air on “The Current” and news programming.

Online Advertising

Paid search engine advertising is running on google.com, yahoo.com and msn.com with key tourism related words as well as winter seasonal terms.

Banner ad campaign promoting Winter of Wonder Giveaway is running December 29- January 18 through online networks targeted to Upper Midwest states.

Content box banner ads with multiple links to exploreminnesota.com appear on MPR.org, Twincities.com, In-Forum.com, Grandforkshearld.com, Lacrossetribune.com and Desmoinesregister.com

E-mail blast promoting Winter of Wonder dropping early January to 550,000 Midwest consumers

Partnerships

Ongoing partnerships with startribune.com and kare11.com continue, containing Explore Minnesota advertising banners and content for seasonal winter travel.

Partnering again with Ski & Board Minnesota (MnSNO) to promote skiing and snowboarding through brochure and map distribution, online banners and links and up-to-date snow condition reports.

Partnership with the MSP Airport Foundation and MAC to brand banners for the light poles lining the roadway in and out of the airport with Explore Minnesota; additionally looking at banner opportunities within the ticketing area of the main terminal.

Deadline for listings in 2009-2010 Minnesota Fishing guide extended

Michele Peters — Mon, 27 Oct 2008 21:34:25 +0000

See http://industry.exploreminnesota.com/side1/advertising-opportunities/print-advertising/#fishing for more details.