Wednesday, February 28, 2024
Today, Governor Tim Walz, in collaboration with Explore Minnesota, the state’s tourism promotion agency, unveiled the “Star of the North” campaign. This innovative initiative aims to draw global visitors and entice top professionals to consider Minnesota as their new home. Marking a first for Explore Minnesota, this initiative spans various platforms, reaching broader audiences and showcasing Minnesota more extensively than ever before. The campaign targets professionals in sectors such as technology, health and wellness, education, and advanced manufacturing through national advertising efforts.
Highlighting Minnesota’s cost-effectiveness and superior quality of life, the campaign presents the state as an ideal destination for both individuals and families. Minnesota boasts a dynamic cultural landscape, abundant recreational activities, a diverse economy, and a welcoming community spirit. Its reputation as one of the healthiest and most livable states is supported by top-notch healthcare and picturesque natural surroundings. Moreover, the state’s dedication to education and support for job seekers and entrepreneurs underscores its attractiveness as a place of residence.
“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 Tim Walz. “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.”
“Minnesota’s got a lot going for it – we’re expanding economic opportunity, driving workforce development, and investing in our kids and families,” said Lieutenant Governor Peggy Flanagan. “From Greater Minnesota to the Twin Cities, we’re ready to welcome anyone who wants to see what we’re all about here in the North.”
“Star of the North” leverages Minnesota’s accolades, including its consistent ranking on “Must Experience” travel lists and its robust job market, which has shown remarkable growth, adding 9,500 jobs from October to November 2023 alone, according to the Minnesota Department of Employment and Economic Development (DEED). The state’s economic landscape is characterized by leading companies, thriving small businesses, high innovation rates, a skilled workforce, and a diverse industry base conducive to widespread success. Minnesota’s business and living conditions have earned it high rankings, including a top-five state for business by CNBC and a prime location for raising a family according to a Wallethub study.
Following the 2023 legislative session, the Minnesota state legislature allocated an additional $3.84 million to Explore Minnesota’s $14.4 million base budget for FY24. Alongside this, the state plans a $22 million one-time investment over two years to fuel a vigorous campaign aimed at promoting livability and enhancing tourism marketing efforts, culminating in a total investment of $25 million in Explore Minnesota.
“With the Star of the North campaign, 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.”
The campaign’s talent attraction advertisements are set to appear in 22 markets, including cities like Boston, Austin, Seattle, San Francisco, Kansas City, Columbus, and Washington, DC, running through June. Meanwhile, tourism-focused advertisements will target 17 markets, including regions such as Utah, Montana, Michigan, Ohio, Illinois, Wisconsin, Nebraska, and Ontario, Canada.
Saturday, April 27, 2024
Saturday, April 27, 2024
Sunday, April 28, 2024
