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.
Key Themes Behind This Trend
- Shipping Container Transformations
- Opportunity to create unique and immersive experiences through transforming shipping containers.
- Interactive Pop-up Experiences
- Opportunity to engage customers through interactive and immersive pop-up campaigns.
- Location-independent Tourism Promotion
- Opportunity to bring tourism experiences to potential visitors regardless of their location.
Where This Applies
- Tourism
- Disruptive innovation opportunities lie in reimagining traditional tourism advertising strategies to create more engaging and location-independent experiences.
- Event Management
- Opportunity to design and execute interactive pop-up experiences that attract and captivate audiences in unique ways.
- Shipping and Logistics
- Opportunity to explore the potential of transforming shipping containers into immersive marketing installations or experiences.
