Explore Minnesota Retains Adventure Creative as Advertising Agency of Record for Tourism and Expands Scope to Include Workforce Attraction
By The Minneapolis Egotist / /
Explore Minnesota, the state’s tourism promotion office, announced today that Adventure Creative has been selected to retain their position as the advertising agency of record after a competitive review of proposals from an unpreceded number of interested agencies throughout the region and North America.
“We are excited to continue our work with Adventure. Our partnership has taken us in new directions in recent years, and we are enthusiastic about what’s coming next” said Lauren Bennett McGinty, Executive Director of Explore Minnesota. “We are also pleased to announce that Adventure will join us to launch our marketing efforts around talent attraction and economic development for Explore Minnesota for Business. Utilizing expertise in both tourism and livability marketing, Adventure will support Explore Minnesota to create the state’s most robust marketing campaign in recent memory. We look forward to creating a new path for Minnesota marketing together.”
Adventure, with offices in Minneapolis and Seattle, has established a unique niche within the marketing industry through its approach to building active brands. The agency has won numerous awards for recent work on behalf of its clients, including back-to-back awards for Best in Broadcast Campaigns (2021 and 2022) from U.S. Travel.
“We’re excited to build on the great momentum of the current campaign, which has connected so strongly with people across the state and beyond,” said Gina Nacey, Adventure President and Executive Creative Director. “There are many amazing stories playing out every day across Minnesota. By sharing them in a new way, we can inspire more and more visits and invite others to share stories of their own.”
For media strategy, planning and placement, Adventure will continue to work with its agency partner, True Media, who has a rich history with regional brands including the Minnesota Timberwolves, Minnesota Lynx and Winnebago, among others. True Media has offices in Minnesota, Missouri, Ontario and Alberta.
ABOUT EXPLORE MINNESOTA
As the state’s tourism promotion office, Explore Minnesota pursues an entrepreneurial approach, leveraging the state’s tourism investment with increased involvement by the private sector. A council of representatives from the state’s tourism industry strongly connects Explore Minnesota with tourism businesses and organizations.
Tourism is a $15.0 billion industry in Minnesota, and a key sector of the state’s economy. The leisure and hospitality industry—a major provider of tourism services—employs more than 265,000 workers, representing 11 percent of Minnesota’s private sector employment. Leisure and hospitality also generates 18 percent of the state’s sales tax revenues. Minnesota welcomes over 70 million domestic and international travelers annually. More information can be found at exploreminnesota.com.
ABOUT ADVENTURE CREATIVE
Founded in 2005, Adventure combines senior-level experience, human-centric science and the art of storytelling to deliver authentic, living brands and award-winning campaigns. Its growing client roster features prominent national and regional accounts, including Mall of America, Minnesota Zoo, State of Washington Tourism, Worldview (Space Tourism) and Sun RV Resorts. For more information, visit adventurecreative.com.
ABOUT TRUE MEDIA
True Media is a media strategy and communications company that specializes in helping corporations determine efficient and effective marketing and advertising plans – including traditional, digital, social and mobile media. With offices in the United States and Canada, True Media manages media relationships and handles negotiations for some of North America’s most reputable companies. For more information, visit TrueMediaServices.com
[Images and video courtesy of Adventure.]
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