Minnesota Tourism Touts State as Refuge

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A brand position developed by the Minnesota Office of Tourism two years ago is proving especially apropos given current events.

The theme, “Exploring Minnesota replenishes what the rest of the world takes away,” is front and center in the latest advertising effort from Colle + McVoy in Minneapolis. TV spots that break next week present the state as a peaceful oasis for a much-needed vacation. “We have that antidote to the stresses in your life,” said John Edman, director of the Minnesota Office of Tourism, on the theme of the work.

Though the campaign presents Minnesota as a place to get away from the problems of everyday life, the possibility of war in Iraq did not play a role during the planning stages last fall, said John Jarvis, creative director at the agency.

“Minnesota’s always been a place where people reconnect,” he said.





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