Explore Minnesota Launches Groundbreaking Campaign To Attract Tourists, Talent

ROCHESTER, Minn. — Most of those who call Minnesota home think it's an amazing place with vibrant cities, arts and culture, food, and of course... there are those 10,000 (actually, more than 11,000) lakes. We tend to think of it as our little secret, but Gov. Tim Walz wants the word to get out.

Walz and tourism officials from Explore Minnesota took the wraps off a new campaign Tuesday that aims to let the world know all the great things the state has to offer. It's called "Star of the North," a multi-platform designed to convince folks to visit, and some of them... to stay.

“As a top state for quality of life, health care, and business, we’re investing in a tourism and talent attraction campaign to promote Minnesota on a global stage,” said Governor Walz in a news release announcing the campaign. “We’re also aiming to attract skilled workers to support our nation-leading health care, manufacturing, and technology sectors. Whether you’re visiting as a tourist, searching for a job, or looking to relocate, there are opportunities for everyone in Minnesota.”

The complementary campaigns - one for tourism, the other to attract talent - are completely new for Explore Minnesota, aiming to advertise the state in more places, and to more people than any effort in the past. Tourism officials say the ad campaigns will run in 22 states, Washington D.C. and Canada. The goal is to build on the "Minnesota Story," reminding viewers that the state continues to land as a "must visit" place on many travel lists and a place that is ideal to live, work and raise a family.

Among those targeted for recruitment are workers in the technology, health and wellness, education, and high-tech manufacturing fields.

"We are promoting Minnesota’s many offerings to more national and international travelers and future residents than ever before,” said Explore Minnesota Executive Director Lauren Bennett McGinty. “Minnesota ranks as one of the healthiest and most livable states in the nation with growing opportunities for job seekers and business owners. With uniquely green urban areas, sparkling lakes, cultural richness, and recreational opportunities, our state has unparalleled experiences for individuals and families.”

Funding for the campaign comes from a nearly $4 million boost the legislature gave to Explore Minnesota's budget and a $22 million one-time investment.

To more information on the campaign or to see the Star of the North ads, check out the Explore Minnesota website.

SOURCE: KARE 11