From Bold North to True North—Explore Minnesota Unveils New Campaign

Monday, March 11, 2019

“Find Your True North” ads launch this spring to promote the state’s $15.3 billion tourism industry.

Minnesota’s Super Bowl may have been bold, but in 2019, the northern spirit will be marketed as true. “Find Your True North” is Explore Minnesota’s new tourism campaign, unveiled at the annual state tourism conference in St. Paul.

It furthers the state’s shifting identity away from the midwest and into the “North,” a moniker that started as a grassroots movement and has grown steadily—right up to the national stage last year when Minneapolis hosted Super Bowl 52 with “Bold North” as its tagline. 

Bold North—a license now in the hands of Greater MSP, the nonprofit regional economic development partnership—continues to be used for select marketing campaigns by Cub Foods and the Minnesota Lottery, among others. Local agencies Adventure Creative and True Media encouraged Explore Minnesota to adopt “True North” as a way to celebrate every corner of the state and its $15.3 billion tourism industry.

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