Explore Minnesota and True Media Win Best of Show at AdFed’s Media Innovation Awards

Posted on January 28th, 2020 by Mary Caitlyn Polovich

January 25, 2020 (Minneapolis, MN) — Explore Minnesota and True Media Win Best of Show at AdFed’s Media Innovation Awards January 25, 2020 (Minneapolis, MN) — True Media, a media strategy and communications company with offices across North America, including Minneapolis, MN, is excited to announce their recent Best of Show win at AdFed’s Media Innovation Awards – or Minnies – for work done on behalf of client, Explore Minnesota, and its Spring/Summer 2019 campaign.

The overall marketing strategy was co-developed by Adventure Creative and True Media. The Explore Minnesota Spring/Summer 2019 campaign was an audience-first, consumer-focused approach that broke down traditional regional marketing boundaries and opened a national enthusiast audience by connecting with people who are so passionate about their hobbies they incorporate them into vacation time. True Media identified the hobbies, or niches, that drive people’s decisions to travel, and uniquely targeted them within a variety of traditional and digital passion mediums.

Looking ahead to 2020, the campaign will continue to innovate by integrating Artificial Intelligence (AI) and other new tools to better reach these highly engaged consumers.

“The award is focused on recognizing and celebrating outstanding strategy and innovation in media,” said Jack Miller, True Media CEO. “Innovation is one of our key drivers at True Media, and it’s great when your own peers recognize the efforts involved when championing new thinking and doing things differently while achieving strong results.”

“Our audience-focused approach opened up a larger marketplace for Minnesota,” said John Edman, Director, Explore Minnesota. “Historically, our marketing dollars have been invested primarily in the five-state Upper Midwest region, and parts of Canada, and now we are reaching consumers across the country and exposing them to unique Minnesota experiences that are based on their passion.”

About True Media: True Media is a media strategy and communications company that specializes in helping corporations determine efficient and effective marketing and advertising plans that bridge traditional, digital, social and mobile media. With offices throughout the United States and Canada, True Media is one of the largest independent media agencies in North America.

About Adventure Creative: Founded in 2005, Adventure generates traction for active-lifestyle brands using a unique combination of end-to-end strategy, collaborative product design and award-winning creative execution. Our client roster features prominent national and regional clients including Explore Minnesota, Minnesota Zoo, Hatteras Yachts, Vasque Footwear, Old Town Canoe, Park Tool, Sun Communities, Cambria, National Loon Center Foundation and Schell’s Brewing.

About Explore Minnesota: 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. Tourism is a $16.0 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 nearly 273,000 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 more than 73 million domestic and international travelers annually.