EXPLORE MN TOURISMMEDIA BUY RECAP
FY21 WINTER
ACHIEVE ACTIONCREATE CONNECTIONSIGNITE INNOVATION
CAMPAIGN OVERVIEWS
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MEDIA BREAKDOWN
53 MM Total Estimated Impressions
Campaign + Optimization
Strategy
Drive Awareness with Reach
Increase Consideration
(Website Traffic)
Encourage Conversion
(Travel Guide Interactions)
General 3% 88% 9%
Winter Rec 47% 48% 4%
Diversity 100% -- --
Bridge 100% -- --
Due to COVID-19, we diverted General Awareness dollars to support our out-of-state Bridge Campaign approach
WINTER REC CAMPAIGN
COEGI | STANDARD DISPLAY 8.1 MMEstimated Impressions
COEGI | VIDEO 3 MMEstimated Impressions
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COEGI | FACEBOOK 4 MMEstimated Impressions
COEGI | INSTAGRAM 4 MMEstimated Impressions
s
TEADS | INTERACTIVE DISPLAY 1.9 MMEstimated Impressions
NATIVO | NATIVE DISPLAY 2 MMEstimated Impressions
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TRIP ADVISOR | ENDEMIC DISPLAY 3.3 MMEstimated Impressions
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GENERAL CAMPAIGN
COEGI | FACEBOOK + INSTAGRAM 4 MMEstimated Impressions
COEGI | PINTEREST 800 K Estimated Impressions
TEADS | INTERACTIVE DISPLAY 2.2 MM Estimated Impressions
NATIVO | NATIVE ARTICLE 2 MM Estimated Impressions
BRIDGE CAMPAIGN
COEGI | STANDARD DISPLAY 3 MM Estimated Impressions
COEGI | YOUTUBE + PROGRAMMATIC VIDEO 3.7 MM Estimated Impressions
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COEGI | CONNECTED TV (CTV) 1.4 MM Estimated Impressions
VDX | HIGH IMPACT VIDEO 1 MM Estimated Impressions
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COEGI | FACEBOOK + INSTAGRAM 4 MM Estimated Impressions
DIVERSITY CAMPAIGN
LAVENDER MAGAZINE | PRINT 262 K Estimated Impressions
Lavender Magazine
● Full Page Ad in the Winter What To Do Issue
● Targets LGBTQ+ Audiences in Minnesota
MN SPOKESMAN RECORDER | DIRECT PARTNERSHIP 187 K Estimated Impressions
LA PRENSA DE MINNESOTA | DIRECT PARTNERSHIP 60 K Estimated Impressions
BROADCAST
BROADCAST | LINEAR TV, OTT, + CTV 5.3 MMEstimated Impressions
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PARTNERSHIPS
PARTNERSHIPS | MBA + MPR
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MPR | RADIO + DIGITAL BANNERS 333 KEstimated Impressions
APPENDIX
SOCIAL TARGETING AUDIENCES | GENERAL CAMPAIGN
SOCIAL TARGETING AUDIENCES | WINTER REC
SOCIAL TARGETING AUDIENCES | BRIDGE
Please reach out with any [email protected]
THANK YOU!