Marketing

Media Relations Still Producing Big Results

In 2007, marketing focus was on generating awareness of destination Minneapolis through public relations and improving the organization's internet presence with the development of a web platform that engages consumers, increases loyalty and broadens reach.

Through its media relations work, the communications team secured or influenced more than 2000 media stories about the area, 155% more than in 2006. It hosted 53 high-profile travel journalists for familiarization tours. From the Jay Leno Show and the Today Show to Fortune and Wine Enthusiast, the media were buzzing about Minneapolis. Setting the bar high after a successful Arts Explosion campaign in 2005-2006, the communications team secured stories in nearly half of the high-profile publications it targeted.

In August, Meet Minneapolis participated in the annual conference of the Association of Food Journalists, which had never met in Minneapolis before. The team showed the 60 influential journalists all that Minneapolis has to offer on a two-hour city tour, and left gift bags in their rooms, highlighting what the area has to offer for culinary travelers. Immediately following the tour, at least a half dozen stories ran, including the San Francisco Gate, Chicago Tribune, Charlotte Observer and Milwaukee Journal Sentinel.

Web Presence Goes to the Next Level

Brand research told us that people's poor perceptions of Minneapolis are often based on the fact that they have no awareness of the city—so they lean on negative stereotypes. Yet, once they experience Minneapolis in person, they love it. When Meet Minneapolis set out to overhaul our main, tourist-focused site in 2007, we aimed to provide a user experience that is more directed and leads the user through the site, while at the same time telling the story of “Why Minneapolis” through the use of video and other relevant content. The ultimate objective was to increase the number of visitors interacting with Minneapolis as a brand, and increase engagement to improve loyalty and influence room bookings.

After an extensive user survey told us exactly what visitors were looking for on Minneapolis.org, the site was redesigned to provide easy access to deep content in those areas. In addition, MplsTV delivered engaging video content that transported website visitors to Minneapolis, telling stories in ways that words on the page just can't. Videos were produced to deliver key messages, including shopping, arts and culture, neighborhoods, culinary and more.

Site infrastructure was also put in place for the launch of social media components in 2008—those that will empower our advocates to share online their experiences and enthusiasm about Minneapolis with other travel prospects and the professional community at large.

Grabbing the Attention of Meeting Planners

In 2007, Convention Marketing efforts continued to focus on event sponsorship and unique programs that delivered a high level of exposure for the organization outside typical print ads. One such initiative was MeetPete.org, a blog launched in conjunction with the San Diego Convention & Visitors Bureau to serve as an objective resource for meeting planners around the country. Hosted by Pete Shure, a well-respected industry expert, the blog discusses topics of interest to meeting planners, including room block management, green meetings, technology, training and more.

For the fourth year, Meet Minneapolis hosted its popular GLBT party during the American Society of Association Executives (ASAE) annual meeting in Chicago. The nearly 250 attendees were entertained by the Weird Sisters at the Gentry Hotel. Also in Chicago, Meet Minneapolis hosted a culinary-themed event with Macy's. Held at the downtown Chicago State Street store, the event promoted Minneapolis and its culinary offerings by featuring Minnesota foods served up by Macy's Culinary Council head chef, Tim Scott.

In 2007, Meet Minneapolis sustained an agreement with ASAE to distribute water bottles wrapped with Minneapolis messages to 2000 association executives at ASAE, and to participate in the association's speaker series.

Print marketing targeted corporate meetings through an ad campaign in the official magazine of Meeting Planners International (MPI), and hit the city-wide convention market in industry publications USAE, ASAE and Tradeshow Week.

Getting Ready for a Major 2008 Initiative

A portion of Marketing’s work during the year was “behind the scenes,” laying the groundwork for programs that have been, or will be, introduced in 2008.

Marketing began developing a culinary travel initiative. Timing couldn't be better, as Minneapolis Saint Paul is an emerging food destination, and because of the fact that culinary tourism is an offshoot of arts and culture tourism. It's a perfect follow up to the Arts Explosion campaign—strike while the iron is hot.

An advisory committee of area culinary experts—from chefs and a national media personality to local food journalists and area culinary PR and marketing pros—was established. This group helped determine what makes Minneapolis Saint Paul's culinary scene special, decide what and who should be highlighted in our promotional efforts, develop key messaging and identify potential partners in our efforts.

Out of this committee grew "A Culture of Cuisine." In 2007, Meet Minneapolis created a visual identity, wrote key messages, launched a Food + Wine section on Minneapolis.org, developed media materials and created an extensive 2008 marketing communications campaign that will launch with a Satellite Media Tour with Andrew Zimmern in May.

Generating Inquiries through Advertising

While advertising programs were more limited in 2007 than in past years, Marketing executed several initiatives designed to drive visitor inquiries.

For the third year in a row, Minneapolis was one of 8 participating destinations in Custom Marketing Group's Go-Guide, inserted in National Geographic Traveler and Food & Wine regionally. Featured on the cover, Minneapolis received hundreds of visitor inquiries from the program. And for the first time, Meet Minneapolis executed a national inquiry-generation initiative. Coordinating the program with an 8-page feature on Minneapolis in the September issue of Cooking Light, it generated 600-plus visitor inquiries from coast to coast.

Web-based inquiry generation programs were especially successful in 2007. 24-7vacations.com and TravelInformation.com generated hundreds more online inquiries than in 2006.

Encouraging Regional Travel Through Partnerships

Meet Minneapolis again participated in a cooperative advertising effort with metro-area convention and visitor bureaus. Coordinated by Explore Minnesota Tourism, 2007's initiative included regional inquiry generation ads in various print publications, including USA Weekend, Good Housekeeping, Cooking Light and Midwest Vacation Guide. All together, the program generated more than 21,000 inquiries for visitor information.

In 2007, Meet Minneapolis continued its partnership with MSP Communications by executing two promotions. We supported Mpls St Paul Magazine's Best of the Best Restaurant Week in March by including a cooperative advertising spread for downtown hotels in an 8-page supplement inserted in newspapers regionally. In addition, American Express Winter Escapes was featured with a full-page ad. Meet Minneapolis also placed a "Book a Minneapolis hotel" call to action on the cover of Mpls St Paul Shops magazine. Distributed regionally, it encouraged people to book a room on Minneapolis.org.

To capitalize on two high-profile art exhibits (Frida Kahlo at the Walker Art Center and Georgia O'Keeffe at the Minneapolis Institute of Arts), Minneapolis worked with both organizations to promote arts and culture trips to Minneapolis in the fall. Our holiday brochure distributed to 25,000 people in the 5-state area highlighted the two exhibits. A website feature, an email trip giveaway promotion and extensive public relations also created exposure.