MEET MINNEAPOLIS

See What ALL the Fuss is About

The Situation

Meet Minneapolis tourism was in desperate need of a comeback as it lost control of its own narrative. To outsiders looking in Minneapolis appeared to be a wounded city struggling to move forward. We knew there are still doubts among prospective visitors about whether it’s a safe destination or worth staying in longer than needed. Yet, those who choose to live here have no shortage of fierce pride for their city. We needed to tap into the fierce pride of Minneapolis to show that it was a destination worthy of reappraisal.

The Solution

Until outsiders came to see it for themselves, they wouldn’t believe how much vibrancy and energy there was in Minneapolis. So we reintroduced Minneapolis as the city of proving expectations wrong to show that all the fuss about the city was missing all the fun you could have there.