Minnesota's new tourism slogan will challenge potential visitors around the U.S. to "Find Your True North."
Keeping up the theme of the recent movement to re-brand Minnesota as "The North," Explore Minnesota unveiled its latest tourism campaign on Monday.
"Find Your True North" will debut this spring, featuring in a series of TV, print and digital ads across the Midwestern states of Wisconsin, Iowa, the Dakotas and across Minnesota.
It'll also run in cities including Chicago, Denver, Kansas City, Omaha, and Winnipeg.
"This new strategy will reach people who are passionate about hiking, biking, and arts and culture, and are willing to travel and take on new experiences," Explore Minnesota announced.
As for the slogan itself, Explore Minnesota says the campaign is "designed to tell specific stories that make Minnesota stand apart as a unique travel destination."
"Research shows that travelers want to experience new and unique things when they travel," Explore Minnesota says.
"The True North campaign not only highlights the hidden gems and popular attractions found throughout Minnesota – including distinct outdoor adventures, urban cultural experiences and notable landmarks – but the passion points of travel and human connections that all visitors can relate to. True North isn’t a direction. It’s a state of mind."
The shift to "Find Your True North" brings an end to the "Only in Minnesota" catchphrase that Explore Minnesota has been promoting since 2014.
It will continue using the hashtag, #OnlyinMN, that it says has had more than a million uses over that time, with the new campaign slogan stating: "Find Your True North. #OnlyinMN."