Explore Minnesota Tourism
Challenge: Connect with an audience of travelers that wanted to feel more like locals than tourists.
Solution: Our strategy was to position Minnesota as a destination for those seeking unique, interesting and sharable experiences. We launched the #OnlyInMN campaign that harnessed a wealth of user generated content that featured things you can only find in Minnesota.
We curated the best UGC photos and featured them in Explore Minnesota Tourism marketing channels. Then we built a hub that aggregated #OnlyInMN images and displayed them alongside relevant content including videos, stories, events and helpful tools for users to plan their adventure.
#OnlyInMN content hub site demo:
To extend the reach of our campaign, we had influencers create content from different parts of the state. Users could follow their journeys in real time in the form of photos, videos, blog posts and tweets.
We even took some featured UGC and had it transformed into murals in neighboring states.
