Colle + McVoy Grabs Ad Duties for Minnesota Tourism

The Minnesota Office of Tourism tapped Colle + McVoy to handle its $3 million account following a review.

The Minneapolis shop, which had handled a project for the tourism office that positioned the state as a golf destination, beat an all-Minneapolis lineup of contenders: Kruskopf Olson, Clarity Coverdale Fury, Bozell Kamstra and Foley Sackett.

Sixteen-year incumbent Car-michael Lynch chose not to participate in the review. CL’s most recent work for the state was themed “Take home a story,” and featured folksy tales of Minnesota vacations.

Colle + McVoy will likely retain the tagline, “Explore Minnesota.” Other aspects of their strategy and assignment from the state are to be determined, agency officials said.