For the first time, Minnesota ad campaign looks to convince people to move here
The Mississippi River near the Stone Arch Bridge in Minneapolis.
Christopher Sticha
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Explore Minnesota launched a new ad campaign Monday called “The Star of the North.” And it’s not just to get people to travel here. For the first time, the state’s tourism agency is urging people to move to the Land of 10,000 Lakes.
The campaign from the state’s tourism department is being funded with $25 million from the legislature.
Explore Minnesota’s Deputy Director of Destinations Kat Sutton joined MPR News Host Cathy Wurzer to talk about how the agency plans to convince people to relocate.
According to Sutton, Minnesotans are usually too quiet about talking favorably about themselves and their state in comparison to other states; however, she says the time has come to talk about why Minnesota is a great place not just to visit but to live.
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“There’s lots of stats we can run out there: It’s the least stressed state in the nation, it’s the third best state to raise a family, the best state for health care, our unemployment rate’s lower than the national average but we still have slots to fill,” Sutton said, referencing open jobs.
“But you know, even more importantly, when we think about Minnesota, we think about a place where there’s really access to anything you want to do, whether it's exploring nature, whether it’s having amazing food, culture, our arts, activities — we really offer anything that you want to do, whether you’re a visitor or you’re thinking about living here.”
Use the audio player above to listen to the full conversation.
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We attempt to make transcripts for Minnesota Now available the next business day after a broadcast. When ready they will appear here.
Audio transcript
CATHY WURZER: Explore Minnesota is launching a new ad campaign today called the Star of the North. And it's not just to get folks to travel here, but for the first time ever, it's a campaign that is urging people to move to the land of 10,000 lakes. The campaign from the state's tourism agency is being funded with $25 million from the legislature. So how exactly does Explore Minnesota plan to convince people to relocate? Here's a clip from one ad with a couple who moved to Minneapolis.
SUBJECT 1: I think coming here to this area, I think that's just a lot of values that Minnesotans have. They want a good quality of life. That's something that we always kind of wanted. We've finally found that. I'm just excited for the future.
SUBJECT 2: I hate to say it, but like the Midwest that's the best. This opportunity here in Minneapolis for us to kind of lay down roots, it was the best move we've ever made.
CATHY WURZER: Joining us to talk more about the campaign is deputy director of destinations at Explore Minnesota, Kat Sutton. Welcome, Kat.
KATHRYN SUTTON: Hi. Great to be here.
CATHY WURZER: So it sounds like folks are looking for a good quality of life. What's your pitch when it comes to the quality of life around here?
KATHRYN SUTTON: Yeah. It's an amazing state to live. There's lots of stats we can run out there. It's the least stress state in the nation. It's the third best state to raise a family, the best state for health care. Our unemployment rate's lower than the national average, but we still have slots to fill.
But even more importantly, when we think about Minnesota, we think about a place where there's really access to anything you want to do. Whether it's exploring nature, whether it's having amazing food, culture, arts activities, we really offer anything that you want to do whether you're a visitor or you're thinking about living here.
CATHY WURZER: So everyone thinks when they think Explore Minnesota-- well, for years and years, you all have focused on tourism, so you're pretty good on that, right? But why are you getting into getting people to stay permanently?
KATHRYN SUTTON: Yeah. Well, at Explore Minnesota, one thing we always say is that travel is really the front door to livability. And many other states, including Michigan, some of our competitors have started large campaigns focused on bringing new residents.
And what we've really identified in Minnesota is we've been a little too quiet about touting ourselves Minnesotans might not be known for talking favorably about themselves, right? And it's time for us to really step into the ring and talk about, what can you be a part of in Minnesota and why it's such an amazing place not just to visit but to live.
CATHY WURZER: Of course, moving and relocating is a bigger commitment than just hanging out for a weekend, right? So I'm sure you had discussions about this with those who created the ads. Why do you all feel that an ad campaign can help people make the decision to move here?
KATHRYN SUTTON: Yeah, one of the really-- we did a lot of research that contributed to this campaign. And one of the key things that we found is that nationally and even globally, Minnesota isn't super well known, again, potentially because we don't talk about ourselves that much, right?
And what we did find though, is when someone does come here and gets here, they fall in love with it. They're much more likely to say, oh, this is a great place to visit. This could be a good place to live. So really, we took that research. And then we developed a campaign that more or less just reflects those really authentic experiences that people have when they land in Minnesota.
Our ad campaign, Star of the North actually features, as you heard earlier, direct quotes from new residents as well as travelers who have never been to Minnesota before being really surprised and delighted by what they have found here when it comes to quality of life, when it comes to just depth of cultural opportunities in Minnesota.
CATHY WURZER: Are you targeting specific cities in the state?
KATHRYN SUTTON: Yes. We're targeting over 22 states and specific cities as well. And what's really exciting about this effort is, again, our bread and butter has been tourism, and we've had very specific markets that we've marketed to over the decades. But with this new livability campaign, we're able to target new places that we never did before with travel. So places like Boston, Austin, Texas, Seattle, San Francisco, Washington DC, along with some of those tried and true regional markets as well as Ontario, Canada.
CATHY WURZER: So I know you've set, I bet, some goals here and there are probably some metrics behind the ads and when it comes to numbers. How will the ads are successful? Do you have maybe a set number of this many people moving to Minnesota in the next year or two?
KATHRYN SUTTON: Yeah. No, that's definitely a great question and something that know we have to put a lot of rigor around. We obviously have metrics as far as our ad pick up, what is what is our brand exposure looking like? How many people are talking about Minnesota in the market?
But then we also will be doing a bunch of ROI studies or Return On Investment studies as well as literally tracking who has come and decided to make their home in Minnesota. Obviously, that decision is a big one, as you said, so it takes some time. You usually can't just book a flight and move somewhere in a day. But indeed, there are metrics around this, and we will be tracking the success of the campaign.
CATHY WURZER: You were mentioning our culture and the livability. Are you focusing on jobs and industry in the campaign too?
KATHRYN SUTTON: Yes, we are. There are four key industries that we are focusing on. And those are technology, high tech manufacturing, education, and health care as those really help to boost just a great place to live. You have to really power that with those four industries seeing that as being really the future of why Minnesota is going to excel and be great.
CATHY WURZER: Say, before you go, I understand that there's a new outdoors office that Explore Minnesota has. Is that right?
KATHRYN SUTTON: There is indeed. Yes, the new outdoor recreation office. Yes.
CATHY WURZER: So what's behind that?
KATHRYN SUTTON: Yes. Well, that again, is just another opportunity. A few other of our competitors states including Wisconsin have put these together. Really a collaboration across the state government to bring more eyes to the amazing outdoor resources, parks, trails, everything that Minnesota has to offer that, again, at the end of the day is so accessible to anyone that's visiting or living in Minnesota, just bringing more eyes to that and demonstrating how we really are part of the best of the nation when it comes to being able to interact in the outdoors.
CATHY WURZER: Now, you mentioned Wisconsin. And I know there's other offices of tourism and relocation I'm sure you're looking at. Any other states out there that you look to their ads and say, wow, that's pretty impressive.
KATHRYN SUTTON: Yeah, there are many ads or many initiatives. Michigan, Ohio have recently launched them as well. But I will say, I do see our Star of the North campaign as differentiating itself, really demonstrating that we are the star of the region. We have so much to offer. We rank better.
And we just have such an interesting culture here in Minnesota and a welcoming environment to all. So yes, there are other ad campaigns out there, but I really think this is our opportunity to really stand out on that national stage.
CATHY WURZER: All right. We'll have to have you back and see how it's going. Thank you, Kat.
KATHRYN SUTTON: Thanks so much. Appreciate it.
CATHY WURZER: We've been talking to Kat Sutton. She's the deputy director of destination at Explore Minnesota.
SUBJECT 1: I think coming here to this area, I think that's just a lot of values that Minnesotans have. They want a good quality of life. That's something that we always kind of wanted. We've finally found that. I'm just excited for the future.
SUBJECT 2: I hate to say it, but like the Midwest that's the best. This opportunity here in Minneapolis for us to kind of lay down roots, it was the best move we've ever made.
CATHY WURZER: Joining us to talk more about the campaign is deputy director of destinations at Explore Minnesota, Kat Sutton. Welcome, Kat.
KATHRYN SUTTON: Hi. Great to be here.
CATHY WURZER: So it sounds like folks are looking for a good quality of life. What's your pitch when it comes to the quality of life around here?
KATHRYN SUTTON: Yeah. It's an amazing state to live. There's lots of stats we can run out there. It's the least stress state in the nation. It's the third best state to raise a family, the best state for health care. Our unemployment rate's lower than the national average, but we still have slots to fill.
But even more importantly, when we think about Minnesota, we think about a place where there's really access to anything you want to do. Whether it's exploring nature, whether it's having amazing food, culture, arts activities, we really offer anything that you want to do whether you're a visitor or you're thinking about living here.
CATHY WURZER: So everyone thinks when they think Explore Minnesota-- well, for years and years, you all have focused on tourism, so you're pretty good on that, right? But why are you getting into getting people to stay permanently?
KATHRYN SUTTON: Yeah. Well, at Explore Minnesota, one thing we always say is that travel is really the front door to livability. And many other states, including Michigan, some of our competitors have started large campaigns focused on bringing new residents.
And what we've really identified in Minnesota is we've been a little too quiet about touting ourselves Minnesotans might not be known for talking favorably about themselves, right? And it's time for us to really step into the ring and talk about, what can you be a part of in Minnesota and why it's such an amazing place not just to visit but to live.
CATHY WURZER: Of course, moving and relocating is a bigger commitment than just hanging out for a weekend, right? So I'm sure you had discussions about this with those who created the ads. Why do you all feel that an ad campaign can help people make the decision to move here?
KATHRYN SUTTON: Yeah, one of the really-- we did a lot of research that contributed to this campaign. And one of the key things that we found is that nationally and even globally, Minnesota isn't super well known, again, potentially because we don't talk about ourselves that much, right?
And what we did find though, is when someone does come here and gets here, they fall in love with it. They're much more likely to say, oh, this is a great place to visit. This could be a good place to live. So really, we took that research. And then we developed a campaign that more or less just reflects those really authentic experiences that people have when they land in Minnesota.
Our ad campaign, Star of the North actually features, as you heard earlier, direct quotes from new residents as well as travelers who have never been to Minnesota before being really surprised and delighted by what they have found here when it comes to quality of life, when it comes to just depth of cultural opportunities in Minnesota.
CATHY WURZER: Are you targeting specific cities in the state?
KATHRYN SUTTON: Yes. We're targeting over 22 states and specific cities as well. And what's really exciting about this effort is, again, our bread and butter has been tourism, and we've had very specific markets that we've marketed to over the decades. But with this new livability campaign, we're able to target new places that we never did before with travel. So places like Boston, Austin, Texas, Seattle, San Francisco, Washington DC, along with some of those tried and true regional markets as well as Ontario, Canada.
CATHY WURZER: So I know you've set, I bet, some goals here and there are probably some metrics behind the ads and when it comes to numbers. How will the ads are successful? Do you have maybe a set number of this many people moving to Minnesota in the next year or two?
KATHRYN SUTTON: Yeah. No, that's definitely a great question and something that know we have to put a lot of rigor around. We obviously have metrics as far as our ad pick up, what is what is our brand exposure looking like? How many people are talking about Minnesota in the market?
But then we also will be doing a bunch of ROI studies or Return On Investment studies as well as literally tracking who has come and decided to make their home in Minnesota. Obviously, that decision is a big one, as you said, so it takes some time. You usually can't just book a flight and move somewhere in a day. But indeed, there are metrics around this, and we will be tracking the success of the campaign.
CATHY WURZER: You were mentioning our culture and the livability. Are you focusing on jobs and industry in the campaign too?
KATHRYN SUTTON: Yes, we are. There are four key industries that we are focusing on. And those are technology, high tech manufacturing, education, and health care as those really help to boost just a great place to live. You have to really power that with those four industries seeing that as being really the future of why Minnesota is going to excel and be great.
CATHY WURZER: Say, before you go, I understand that there's a new outdoors office that Explore Minnesota has. Is that right?
KATHRYN SUTTON: There is indeed. Yes, the new outdoor recreation office. Yes.
CATHY WURZER: So what's behind that?
KATHRYN SUTTON: Yes. Well, that again, is just another opportunity. A few other of our competitors states including Wisconsin have put these together. Really a collaboration across the state government to bring more eyes to the amazing outdoor resources, parks, trails, everything that Minnesota has to offer that, again, at the end of the day is so accessible to anyone that's visiting or living in Minnesota, just bringing more eyes to that and demonstrating how we really are part of the best of the nation when it comes to being able to interact in the outdoors.
CATHY WURZER: Now, you mentioned Wisconsin. And I know there's other offices of tourism and relocation I'm sure you're looking at. Any other states out there that you look to their ads and say, wow, that's pretty impressive.
KATHRYN SUTTON: Yeah, there are many ads or many initiatives. Michigan, Ohio have recently launched them as well. But I will say, I do see our Star of the North campaign as differentiating itself, really demonstrating that we are the star of the region. We have so much to offer. We rank better.
And we just have such an interesting culture here in Minnesota and a welcoming environment to all. So yes, there are other ad campaigns out there, but I really think this is our opportunity to really stand out on that national stage.
CATHY WURZER: All right. We'll have to have you back and see how it's going. Thank you, Kat.
KATHRYN SUTTON: Thanks so much. Appreciate it.
CATHY WURZER: We've been talking to Kat Sutton. She's the deputy director of destination at Explore Minnesota.
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