Skift Take

We're happy to see Minnesota include families in an influencer campaign. Now we'd like to see other destinations get a little more racial and other diversity in their social media campaign.

Explore Minnesota is in the midst of a new fall campaign that highlights what the state has to offer to different groups of travelers from young single explorers to families that RV across the U.S. with cats in tow.

Minnesota is one of several destinations including CanadaQueensland, and Los Angeles to turn to social media influencers for this type of campaign.

What sets the campaign apart from other state’s initiatives is the diversity of the influencers it asked to participate. Explore Minnesota asked solo traveler Zach Glassman, the young couple John Ellis and Laura Preston, and the Mali Mish family of five to explore the region and share their experiences.

Each set of influencers will spend ten days exploring a different region of the state and share their experiences across social media.

Explore Minnesota is sharing their photos and stories on a dedicated section of their website. It will also feature photos from all travelers shared with the #OnlyinMN hashtag.

The campaign is part of the state’s “Only in Minnesota” user-driven marketing campaign.


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Tags: minnesota, social media, usa

Photo credit: A family of five explores Minnesota as part of the state's new fall campaign. Mali Mish / Instagram

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