Explore Minnesota Tourism was ready to attract a larger, more connected audience. Exponent PR’s approach rejects typical, unattainable postcard vistas and highlights real one-of-a-kind experiences as captured and shared by today’s travelers.
Three teams of world-renowned travelers and Instagrammers spent ten days each capturing singular Minnesota experiences throughout the state.
Regional news — both broadcast and print — picked up on the hometown pride and the innovative tactics.
Explore Minnesota Tourism launched the #onlyinmn campaign on its own properties, but residents and visitors quickly picked up the hashtag.
Explore Minnesota Tourism launched the summer travel season with a game of tag. Users tweeted photos of unique Minnesota experiences with #onlyinmn and tagged other accounts. “Tag, you’re it!” means it’s time to share your own photos and tag someone else.
We use social media to feed the audience’s desire to share their unique Minnesota experiences.
Explore Minnesota Tourism’s social following grew 41 percent in 2014.
During the Ten-Day Minnesotans campaign, goal completion rate on EMT's site was 44%.