Column: Minnesota’s biggest event this summer is DuluthThis summer, Twin Cities residents are once again immersed in Visit Duluth’s summer advertising campaign touting the beauty, adventure and the can’t-miss events on the world’s greatest lake.
By: Terry Mattson, For the Budgeteer News
This summer, Twin Cities residents are once again immersed in Visit Duluth’s summer advertising campaign touting the beauty, adventure and the can’t-miss events on the world’s greatest lake.
This year, the concept combines the stunning imagery Duluth is known for, including images of marquee events (Tall Ships Duluth, e.g.) with a welcoming message that aims to bring everyone to the party. Even if you’re a party of one, staring out at Lake Superior’s endless blue horizon, or a party of two hiking or biking the trails, the goal is to convey that experiencing Duluth — its beauty, great outdoors, arts and cultural scene and charm — is an event in itself.
The two key components of this year’s summer campaign are outdoor and television advertising. The outdoor billboards feature magnificent images of Duluth, inviting visitors to experience our great city. The outdoor campaign began in early June, and the boards are posted in numerous well-traveled areas of the Twin Cities.
The television portion of the summer campaign consists of 15-second spots showcasing emotional and authentic samplings of some of Duluth’s greatest experiences: mountain biking, Lake Superior, charter fishing, kayaking and more.
The TV campaign began in early April with an Explore Minnesota Tourism partnership. The opportunity allows for Visit Duluth to run the 15-second spots on the Fox Sports North channel during Minnesota Twins games. In June, the television spots began running on KSTP and WCCO, providing even greater exposure for Duluth.
Duluth also had the opportunity to be featured on “Twin Cities Live” in a one-hour broadcast devoted to showing off our great city. The hosts of the show highlighted some of Duluth’s most popular spots in the area. The show aired on June 20 and will re-air on July 5 on KSTP.
All this aims to bring visitors to Duluth, to get away from the hustle and bustle that is life and get refreshed, renewed and rejuvenated: to experience the natural wonder, the adventures, and take in some of the world-class summer events not found anywhere else.
Such events include Tall Ships Duluth, the greatest spectacle on Lake Superior. This year visitors will be amazed once again at the magnificence of domestic and international ships, such as the SS Sørlandet from Norway, Schooner Hindu from Key West and the Peacemaker, built in Brazil. Tall Ships Duluth 2013 is a can’t-miss event.
And summer wouldn’t be summer without August events such as the Bayfront Reggae and World Music Festival, Bayfront Jam Festival, the Brewhouse Triathlon and the 25th annual Bayfront Blues Festival. Take a moment to let yourself experience these top-notch events.
So, as we enjoy all that is summer, we are reminded that Duluth can be the event of one’s lifetime.
Sometimes you just need a simple invitation.
Terry Mattson is the president and CEO of Visit Duluth, the city’s convention and visitors bureau, and is responsible for leading the official destination marketing efforts. Contact Mattson by telephone at (218) 722-4011 or by e-mail at firstname.lastname@example.org.