Explore Minnesota—How to Rebrand and Market the State
John Edman, director, Explore Minnesota Tourism
In 2007, Explore Minnesota Tourism took an entirely new approach on how to market the state. With more information than ever before, consumers are becoming more sophisticated in planning their vacations. They are not only looking for new and exciting places to visit, they are looking for new experiences and lifelong memories.
Research had indicated that travelers are making a lot of last minute decisions. That requires immediate information. With 79% of travelers searching online for travel information and over 65% searching specifically for ideas on where to stay and what to do, Explore Minnesota saw a tremendous opportunity. To draw upon these trends and the energy, innovation and experiences of Minnesotans, we revitalized the way we sell the state. We have become more interactive, consumer driven and specific about what is unique and distinctive to Minnesota.
My Favorite Minnesota, the cornerstone of Minnesota’s new advertising campaign, is based on consumers and travelers providing details about their favorite places to go and things to do in Minnesota. It is the product of the campaign theme "Who knows more about having fun in Minnesota than Minnesotans".
Explore Minnesota Tourism recently received the industry's most coveted national award for best domestic travel advertising. Explore Minnesota beat the competition from all state, city and private-sector marketing organizations in the US. The TIA Odyssey Award is considered the highest honor for public or private tourism marketing in the US.
About The Speaker
As Director of Explore Minnesota Tourism, John Edman is responsible for the development and implementation of statewide tourism plans, policies and programs to promote Minnesota as a tourism and travel destination. He is the state’s chief spokesperson for state tourism-related issues, and manages Explore Minnesota Tourism with a staff of approximately 50 full-time staff and an annual budget of $9.7 million.
As the state’s leader for Minnesota Tourism, Mr. Edman has developed new marketing strategies for Minnesota tourism, created new public and private marketing partnerships, generated over $15 million in private industry funding for tourism, and created a new statewide advertising campaign. Under his stewardship, Minnesota received top honors as the Best Overall Tourism program in the country, as recognized by National Council of State Travel Directors. Mr. Edman also recently led the industry in creating a new entrepreneurial approach for Minnesota Tourism in 2004.
Prior to coming to the state, Mr. Edman served as Director of Marketing for Carlson Destination Marketing Services. He was responsible for tourism marketing programs for a wide range of state and national tourism destinations throughout the world. Mr. Edman holds a Masters of Business Administration degree from the University of St. Thomas, and a Bachelor of Science degree from the University of Minnesota. He also is a graduate of the Carlson Executive Leadership Program at the University of Minnesota.
About the Event Sponsor
The Master of Business Communications program at The University of St. Thomas is a unique program for professional communicators. It offers professional development for mid-career professionals, communications specialists, and people in transition. For more information, go to www.stthomas.edu/mbc or call (651) 962-4380.
Again this month we are holding a networking activity at 7:45 a.m., hosted by Spoken Impact. Come early to participate in a fun “mix and mingle” activity that will lead to more new relationships and business contacts. Why not make the most of your AMA membership!
Meeting Specifics
Date and Time
Tuesday, June 10, 2008
7:30 – 7:45 AM: Registration
7:45 – 8:00 AM: Networking Activity
8:00 - 9:00 AM: Program
9:00 - 9:30 AM: Q&A / Meet the Speaker
Location
University of St. Thomas
201 Opus Hall
Minneapolis Campus
1000 LaSalle Avenue
Minneapolis, MN 55403
(612) 926-4000
Directions
View Larger Map
Cost
Member $25
Guest $50
Student $15
Avoid a $10 increase by registering by Friday, June 6 at 5:00 p.m. All cancellations must be received at least 48 prior to the event to qualify for a refund.
Registration
Register online here.