The New Ulm Convention and Visitors Bureau has paid for a $50,000 campaign to drive tourism in town, with the goal of appealing to a hipper tourist audience, the New Ulm Journal reports.
The bureau hired Minneapolis-based firm Haberman Modern Storytellers, which created multi-media messaging, including a slick new website, around the new slogan "Germans Have More Fun," the newspaper reports.
At the center of it is a mascot, the Hermann the German bobblehead doll. (Of course, you can follow Hermann on Twitter.)
An amusing video follows the bobblehead around New Ulm: