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Seeking to remake its image, Minnesota is going all in on 'neighborism'
Explore Minnesota’s campaign uses billboards and video ads to counter negative perceptions, with 880,000 impressions in two weeks, officials said.
- Explore Minnesota launched a new 'Neighborism' advertising campaign featuring video ads and billboards showing residents helping one another to redefine the state's tourism image.
- The Trump administration's Operation Metro Surge and relentless negative media coverage have hurt Minnesota's hospitality industry, with businesses reporting more revenue declines than growth during February and March.
- Journalist Adam Serwer coined 'neighborism' in The Atlantic, defining it as "a commitment to protecting the people around you, no matter who they are or where they came from." The campaign centers on this concept.
- Early results show a 171% increase over the planned goal with over 880,000 impressions, yet a partisan divide persists: Democrats are 30% likely to visit versus 14% of Republicans.
- Executive Director Lauren Bennett McGinty described the initiative as a 'love letter' to the state, aiming to elevate quiet stories of community support and overcome Minnesota's reputation as a partisan flashpoint.
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Duluth News Tribune+18 Reposted by 18 other sources
Seeking to remake its image, Minnesota is going all in on 'neighborism'
ST. PAUL — In the wake of highly televised immigration raids, protests and fraud investigations, Minnesota officials are fighting to remake the state's image, hoping to attract both new tourists and new residents. The message: Minnesotans are good neighbors — to each other, and to visitors. The campaign, which features billboards and video advertisements, shows a variety of Minnesota locations and people and highlights ways Minnesotans help each…
·Cherokee County, United States
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Total News Sources19
Leaning Left0Leaning Right9Center8Last UpdatedBias Distribution53% Right
Bias Distribution
- 53% of the sources lean Right
53% Right
C 47%
R 53%
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