Posted on June 19th, 2018 by True Media

ST. PAUL, Minn. (June 14, 2018) — Explore Minnesota, the state’s tourism promotion office, announced today that Adventure Creative has been selected as the new advertising agency of record after a competitive review of proposals from several creative firms. True Media will handle all media responsibilities.


The new contract begins July 1, 2018. Several Minnesota-based and out-of-state agencies were involved in the final pitch. Prior to this contract, Colle McVoy served as the agency of record since 2010.


“Adventure demonstrated a vision for how to market Minnesota that was both inspiring and engaging,” said John Edman, director of Explore Minnesota. “They brought an innovative strategic approach, and we look forward to working with their team across the state to promote unique experiences that can be found only in Minnesota.”


Adventure, with offices in Minneapolis, St. Cloud and Brainerd, has established a unique niche within the creative industry through its approach to building active brands. The agency has won numerous awards for recent work on behalf of its clients, including the Minnesota Zoo, UnitedHealthcare Children’s Foundation, Hatteras Yachts and Cambria Style magazine.


“We’re excited to build on the great momentum of the current #OnlyinMN travel campaign, which has connected so strongly with people across the state and beyond,” said Gina Nacey, Adventure president and executive creative director. “There are many amazing stories playing out every day across Minnesota. By sharing them in a new way, we can inspire and invite others to share more stories of their own.”


For media strategy, planning and placement, Adventure will work with its agency partner, True Media, who has a rich history with regional brands including the Minnesota Timberwolves, Minnesota Lynx and Winnebago, among others. True Media has offices in Minnesota, Missouri, Ontario and Alberta.


“We are so thrilled to work with Explore Minnesota to drive tourism throughout the state,” said Scott Mitchell, Adventure founder and CEO. “Our collective strength has been our ability to bring a depth of creative strategy to our work, along with a truly collaborative process.”





As the state’s tourism promotion office, Explore Minnesota pursues an entrepreneurial approach, leveraging the state’s tourism investment with increased involvement by the private sector. A council of representatives from the state’s tourism industry strongly connects Explore Minnesota with tourism businesses and organizations.


Tourism is a $15.0 billion industry in Minnesota, and a key sector of the state’s economy. The leisure and hospitality industry–a major provider of tourism services–employs more than 265,000 workers, representing 11 percent of Minnesota’s private sector employment. Leisure and hospitality also generates 18 percent of the state’s sales tax revenues. Minnesota welcomes over 70 million domestic and international travelers annually. More information can be found at exploreminnesota.com.



Founded in 2005, Adventure combines senior-level experience and entrepreneurial energy to deliver award-winning campaigns for national and regional brands. Built on the mission of infusing energy into active brands, the agency’s hallmark is marrying creative talent, strategy and execution. Its growing client roster features prominent national and regional accounts, including the Minnesota Zoo, Johnson Outdoors, UnitedHealthcare Children’s Foundation and Sun RV Resorts. For more information, visit adventurecreative.com.



True Media is a media strategy and communications company that specializes in helping corporations determine efficient and effective marketing and advertising plans – including traditional, digital, social and mobile media. With offices in the United States and Canada, True Media manages media relationships and handles negotiations for some of North America’s most reputable companies. For more information, visit TrueMediaServices.com