Minnesota tourism expects $8 for every $1 spent on marketing
Explore Minnesota, the state tourism agency, is flush with cash from the Minnesota Legislature and has launched a campaign that reaches to Chicago in the east and Denver in the west.
“I got a $5.5 million increase annualized, so we’re at $13.9 million a year, for a couple of years,” said John Edman, director of the state tourism department. “The majority of the dollars are being used for advertising and promotions in the spring and summer season. We estimate that the new dollars will return $8 million in new taxes to the state for every $1 put in, based on a past study of Minnesota and non-Minnesota residents.’’
The nonresidents stay longer and spend more, Edman said.
“I’m excited that we’re able to reach farther markets,’’ he said. “We have focused on Minnesota [and keeping vacation dollars here] and surrounding states. Now we’re going to Omaha, Chicago, Denver and even international markets. This is huge for us. We don’t have a product problem. People are impressed. We have an awareness problem.”
The new campaign, produced by Colle+McVoy, is titled “Only in Minnesota” and celebrates travel adventures, activities and attractions that can only be found in Minnesota. The campaign, using TV, social media, outdoor and digital ads, provides an opportunity to differentiate Minnesota from other Midwest destinations.
In addition, Explore Minnesota has rebranded with a new logo, courtesy of design firm Little, and a redesigned website at www.exploreminnesota.com.
Tourism generates $12.5 billion in sales, provides 245,000 full- and part-time jobs, and delivers $811 million in sales tax revenue annually in Minnesota, Explore Minnesota said. The state ranked 30th in state tourism spending last year. The budget this year still is less than will be spent by Wisconsin, Missouri and Illinois, among other states.
Reported by: Startribune.com
“I got a $5.5 million increase annualized, so we’re at $13.9 million a year, for a couple of years,” said John Edman, director of the state tourism department. “The majority of the dollars are being used for advertising and promotions in the spring and summer season. We estimate that the new dollars will return $8 million in new taxes to the state for every $1 put in, based on a past study of Minnesota and non-Minnesota residents.’’
The nonresidents stay longer and spend more, Edman said.
“I’m excited that we’re able to reach farther markets,’’ he said. “We have focused on Minnesota [and keeping vacation dollars here] and surrounding states. Now we’re going to Omaha, Chicago, Denver and even international markets. This is huge for us. We don’t have a product problem. People are impressed. We have an awareness problem.”
The new campaign, produced by Colle+McVoy, is titled “Only in Minnesota” and celebrates travel adventures, activities and attractions that can only be found in Minnesota. The campaign, using TV, social media, outdoor and digital ads, provides an opportunity to differentiate Minnesota from other Midwest destinations.
In addition, Explore Minnesota has rebranded with a new logo, courtesy of design firm Little, and a redesigned website at www.exploreminnesota.com.
Tourism generates $12.5 billion in sales, provides 245,000 full- and part-time jobs, and delivers $811 million in sales tax revenue annually in Minnesota, Explore Minnesota said. The state ranked 30th in state tourism spending last year. The budget this year still is less than will be spent by Wisconsin, Missouri and Illinois, among other states.
Reported by: Startribune.com
