MN Tourism
Request: Create an integrated marketing campaign that increases MN Tourisms brandshare with Millennials. Increase visits to Minnesota tourist destinations by native Minnesotans by 5%.
Process: I reviewed MN Tourisms current campaigns, researched Millennial mothers on Mintel and dived deep into current research and trends. I created our target persona the “Busy Bee” and ideated the business problem, consumer truth and tension, and the campaigns’ single minded proposition.
Key Strategic Insight:
Beach vacations are sexy, but winter getaways are romantic.
Solution: Take the stereotypes about sexy, sunny, faraway travel and re-contextualize them to Minnesota. Play with stereotypes about beach travel and give them a midwestern twist. We created a print ad series, and a tv spot to connect with consumers.
Creative Solutions
Creatives: Abby Anderson, Erin Halada, Leo Moulsoff &
Katey Van Vooren
Strategist: Jack Callahan