Explore Minnesota Changes Shops

CHICAGO Explore Minnesota, the consumer marketing division of the state’s tourism office, has contracted independent agency Clarity Coverdale Fury to handle its $4 million account after a review, according to the shop.

More than 12 agencies initially competed for the account. CCF in Minneapolis beat six other finalists to take home the business.

In addition to the incumbent, MDC Partners’ Colle + McVoy in Minneapolis, the other finalists were Bolin Group, Gabriel deGrood Bendt and Tanaka Advertising, all Minneapolis-based independents; Cuneo Advertising in Bloomington, Minn.; and Nemer Fieger & Associates in St. Louis Park, Minn.

“We proposed to present the experiences that Minnesota offers in new ways and with surprising new media,” said agency chief creative officer Jac Coverdale, in a statement. “Our partnership with Explore Minnesota Tourism will allow us to show a fresh, powerful idea and how it works across all consumer touch points.”

CCF’s contract with the state will be for one year, with potential renewals for four additional years. Colle + McVoy had handled the account since 2001.

Colle + McVoy’s advertising touted themes of escapism and relaxation, using “Explore Minnesota” as the campaign’s tagline. Explore Minnesota was adopted as the official name of the Minnesota Office of Tourism in July 2004. CCF’s first work will break early next year for the spring and summer tourism season.