Minnesota in a Box Brings the State's Tourism to the Tourists

By: Hayley McGlone - Jul 28, 2016
References: exploreminnesota & adweek
Explore Minnesota Tourism decided to take a different approach to traditional tourism advertising with the Minnesota in a Box campaign. The campaign instead brings the state's tourism to viewers around the country.

Explore Minnesota Tourism refurbished a shipping container into Instagram booths to showcase what the state's tourism has to offer. One box features a wilderness motif inspired by the Boundary Waters region and has cattails, a mist generator, a loon call soundtrack and a wooden canoe for pretend paddling. The other box mimics Minneapolis' famous First Avenue music club and features a fog machine, "bouncer," purple stage lighting which is a tribute to Prince, and a full drum kit.

The Minnesota in a Box campaign aimed to reach more viewers in a more creative way than a more traditional marketing example.