Perhaps you’ve heard or read somewhere that Minneapolis is “a ghost town” or that “it’s overrun.” There's definitely been some misinformed, negative fuss floating around about our city. So we’re setting the record straight. Through our new tourism campaign we invite travelers to "See What All the Fuss is About." This campaign is Minneapolis’ chance to take back the mic. Because for people who live in or visit Minneapolis, it’s pretty fussing amazing.

In partnership with the Minneapolis-based agency Periscope, we have set out to address those misperceptions head-on and reclaim the city’s narrative. The campaign was designed to boldly and confidently tell the city’s story to people who used to travel to Minneapolis often – as well as those who are new to the destination – by highlighting the remarkable things that the city has to offer. Minneapolis natives embrace the diverse variety of world-class experiences people can have in the state’s largest city. However, negative perceptions have overshadowed the abundance of positive experiences which visitors can enjoy.

The “See What All the Fuss Is About” tagline is accompanied by print, broadcast and digital advertising, billboards along highways, a dedicated web presence, and a social media influencer program. The campaign utilizes a blend of highly visual and engaging tactics to reach various audiences and turn the dial on their perceptions of Minneapolis.

Through challenging existing perceptions, sparking travel interest, and boosting the pride of locals, our “See What All The Fuss Is About” campaign proudly (re)introduces Minneapolis as the city of exceeding expectations and invites everyone to come see what all the fuss is about.

Business and places featured in this video include:

• Khâluna
• La Doña Cervecería
• Minnesota Twins
• Orpheum Theater
• Icehouse
• Rand Tower Hotel
• North Loop Food Truck Fair
• Grand Rounds Scenic Byway System
• Bde Maka Ska

To see all video spots, click here.

Meet Minneapolis is a private, not-for-profit, member-based association. It actively promotes and sells the Minneapolis area as a destination for conventions and meetings, works to maximize the visitor experience and markets the city as a desirable tourist destination to maximize the economic and social benefit to the greater Minneapolis area. Meet Minneapolis is accredited by the Destination Marketing Accreditation Program (DMAP) of Destinations International.

Periscope, a Quad company, is an award-winning agency that provides a full spectrum of integrated marketing services for a wide range of acclaimed brands. As a part of Quad, Periscope represents a key creative discipline that enables Quad to provide a full through-the-line offering and help brands reimagine their marketing experience to be more streamlined, impactful, flexible and frictionless. Learn more at www.periscope.com.