Minn. Tourism Issues Winter Invitations

CHICAGO Colle + McVoy implies that if a black bear can cut short its hibernation, so should Midwesterners in a new campaign for Explore Minnesota Tourism.

In six new 15-second spots running through mid-February, the bear—a native Minnesota creature—is shown cranking up an ice-fishing auger, losing his car after shopping, navigating a ski-tow rope and boogeying on a dance floor.

“Don’t hibernate this winter” is the campaign tagline.

In addition to the TV commercials, the effort includes radio, newspaper, outdoor and online advertising. The work is targeted at Midwest cities including Minneapolis, St. Paul and Duluth, Minn.; Des Moines, Iowa; Fargo, N.D.; and Sioux Falls, S.D.

Spending was not disclosed. The Minnesota Department of Tourism spent $2 million on advertising through November of last year, according to Nielsen Monitor-Plus.