Frequently Asked Questions: My Favorite Minnesota campaign
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Contact:
Katie Welch-Peterson
952-294-9814
Katiep@newsworthycommunications.com
or
Curt Johnson
Explore Minnesota Tourism
651-297-3488
Curt.johnson@state.mn.us
Tell us the basic premise of Explore Minnesota’s new marketing campaign.
Who knows more about having fun in Minnesotan than Minnesotans? Explore Minnesota Tourism has created an entire marketing campaign based on insider advice from those who have traveled in Minnesota. People can share their favorite places to go and things to do in Minnesota by creating lists of their "favorites" at www.exploreminnesota.com, the state’s official travel website.
What’s the goal for this effort?
Minnesota is leading the travel industry in generating travel by sharing "insider tips" from other enthusiastic travelers, inspiring people to plan their own Minnesota getaways.
User-generated content is exploding (think myspace, youtube, etc.). Explore Minnesota Tourism will provide a forum for real Minnesotans to share their authentic experiences and adventures with the traveling public.
Tourism generates over $10 billion for the state of Minnesota. As one of the state’s most important industries, tourism needs to stay current with travel and marketing trends. Most travelers now use the web to plan their trips. This campaign is at the forefront of using technology to market the state.
What are the first lists?
The first lists are a collaboration between Explore Minnesota Tourism and 15 Minnesotans to showcase some of the many great places to go to and experience in Minnesota.
They were created as an example that others can follow to develop their own "favorites" lists to share online with fellow travelers around the world.
Who are the people who built the first lists?
Enthusiasts. Real Minnesotans who have a genuine interest and knowledge of the categories and activities that they helped us cover, from camping to performing arts. The "authors" of our first 15 lists are from all over Minnesota: from Baudette to Winona to the Metro.
List Authors:
- Peter Wong, professional golf course photographer. Favorite golf courses.
- Berit Thorkelson, travel writer. Favorite resort experiences.
- Stacia Rice, actor, head of Torch Theater. Favorite places to experience performing arts.
- Paul Sundberg, DNR park ranger. Favorite camping spots.
- Tony Benshoff, Olympic luger. Favorite extreme experiences.
- Jon Hawks, motorcycle enthusiast. Favorite scenic byways.
- Mary Breen owner, Calhoun Cycle. Favorite biking trails.
- Caroline Gibbs, shopping enthusiast. Favorite places to shop.
- Steve Barone, festival junkie. Festivals you shouldn’t miss.
- Bait shop owners. Favorite places to fish.
- Liam Ford, kid. Favorite places to take your family.
- C.J. Ramstad, snowmobiling enthusiast. Favorite places to snowmobile.
- Ryan Taylor, snowboarding enthusiast. Favorite places to board.
- Stephanie Didow-Wambeke, owner, Help-A-Husband. Favorite romantic getaways.
- Rachel Morgan, antique enthusiast. Favorite places to hunt down antiques.
How did you choose the people to create these first lists?
We found real Minnesotans who are passionate about the areas they helped us cover. From a bike store owner to a bait shop owner to a kid to a golf course photographer, these people know what they’re talking about.
What do you think the appeal of this campaign will be?
We think travelers will love it! It’s authentic experience. We’ll know when we see the content that they start posting at exploreminnesota.com. The site goes live March 22, 2007.
How does the new website fit into Explore Minnesota Tourism’s advertising campaign?
The new website is the foundation for our overall ad campaign. Television, print, direct mail, and online advertising are all integrated, using the lists and webisodes in all communications to tie everything together. We look forward to the possibility of using lists and videos from travelers for future ads.
What’s next for the Explore Minnesota Tourism campaign this year?
We have a fantastic contest that we will be kicking off in May. People can submit their list at exploreminnesota.com for a chance to win a Dream Vacation here in Minnesota.
How many people visited Minnesota last year?
41 million person visits. Although half were residents of Minnesota, travelers to Minnesota come from every state. Beyond Minnesota, the leading states of residence were the contiguous states of Wisconsin, North Dakota, Iowa, and South Dakota, plus California. International tourists are prominent from Canada, United Kingdom, Japan, Germany and Scandinavian countries.
What are the most popular destinations in Minnesota?
There is so much to do here in Minnesota from shopping at MOA, visiting any one of the many state parks or traveling on one of the 22 scenic byways.
People come from all over the world to visit Minnesota. Last year 45 percent of travelers visited the metro area, followed by 21 percent visiting the North Central/West region of the state, 19 percent the Southern region of the state and 16 percent the Northeast region of the state.
How do people make their own lists, submit their own experiences?
It’s easy. Just go to exploreminnesota.com, click on the My Favorite Minnesota™ link and follow the step-by-step process demonstrating how to submit a list.
Why is this so unique? Isn’t everyone doing user-driven content on their sites?
This is not new to marketing, but new to the tourism industry. It is unique for the official state travel website to use travelers themselves to promote Minnesota. We want everyone to tell us what they love about the state and let everyone know about their favorite Minnesota!
Have any other states done something similar?
There are a few state tourism agencies that post consumer reviews and allow users to upload video, but none are as comprehensive as Minnesota’s new site. Our site will be at the forefront of the travel industry, and the My Favorite Minnesota effort will serve as the centerpiece of Explore Minnesota Tourism’s new marketing campaign.
Posted: October 5th, 2007
