MN State Parks and Trails
Find what’s out there.
Bringing the joys of nature to
new populations
Art Direction
Brand Strategy
Copywriting
Media Buying
Video & Photography
Minnesota has an abundance of natural beauty, but not everyone is aware of the recreational opportunities that the state parks and trails have to offer. Metre works with the Minnesota Department of Natural Resources to ensure that everyone has access to all of the recreational opportunities in Minnesota.
Challenge
Not everyone in Minnesota is aware of the accessibility of the parks and trails system. There are perceived barriers, both economic and logistical, that prevent many residents from enjoying this great resource. Some potential parks and trails visitors are intimidated by perceived skill or equipment requirements. Others simply have a lack of familiarity with the system.
Insight
Creating messaging to showcase a diverse population enjoying the many resources found in state parks would be essential in ensuring that all people could really see themselves participating in these activities. Selecting media partners to reach these diverse audiences would also be a key to campaign success.
Solution
Metre created an integrated communication strategy and media plan that targets underserved populations across Minnesota. We partner with numerous community media outlets and translators to bring the message of accessibility and approachability to the Minnesota Parks and Trails system. Campaigns focus on programs and services that appeal to residents who have not previously visited state parks and trails in Minnesota.
