- Region:
- USA
- Category:
- Tourism
Explore Minnesota Taps Influencers to Boost Travel Promotion
As Minnesota continues to build momentum with high-profile events like the Timberwolves' deep playoff run, the Vikings' undefeated season, and Governor Tim Walz gaining national attention, the state's tourism department, Explore Minnesota, is seizing the opportunity to enhance its promotional efforts. One of its key strategies? Partnering with social media influencers to showcase the state’s attractions to a broader audience.
Explore Minnesota has been working with content creators like Minnesota native Lizanne Dooner, who was paid $5,000 to produce 12 videos for social media. Dooner, known as @LizanneLately to her 70,000 Instagram followers, has been using her platform to highlight the beauty and diversity of Minnesota. "It's the fun of it—exploring new places and products and people," Dooner said. "The people I've met have just been amazing, and it's fun to integrate their stories and my stories."
Her content is designed to be both entertaining and educational, and her contract with the state stipulated that the videos must present Minnesota in a positive light while featuring a wide range of activities, businesses, and events. The goal is to engage audiences in a way that sparks curiosity and encourages them to visit the state.
"It's really relatively cost-effective, with a high return on investment," said Kat Sutton, deputy director of marketing at Explore Minnesota. "What it allows us to do is really make sure we're showcasing as much of the state as possible."
Another influencer, Charlotte Simpson—known as @TravelingBlackWidow to her nearly 30,000 Instagram followers—was also paid $5,000 to create a mix of Instagram reels, posts, stories, and content for Facebook and TikTok. Her campaign highlighted a visit to Minnesota earlier this year, further boosting the state's visibility on a national scale.
The strategy seems to be paying off, as Sutton notes increasing engagement from cities outside the Midwest, including Dallas, New York City, and Seattle. This growing online interest is evidence that Minnesota's promotional efforts are resonating with new audiences.
One of Explore Minnesota's larger contracts is with the Mall of America, which receives $90,000 to feature travel brochures from across the state. This collaboration ensures that Minnesota's diverse destinations are front and center for millions of mall visitors.
Explore Minnesota’s focus on leveraging social media influencers is a modern, cost-effective approach to tourism promotion, bringing the state's unique attractions to the attention of a national—and even international—audience. By capitalizing on the power of influencers, the state is positioned to continue its travel boom and attract even more visitors in the coming years.