Fact.
Believe it or not, people from all over the world seem to be fixated on one glaring notion about Minneapolis-Saint Paul: that its cold weather numbs any sense of culture and quality of life. How unfortunate, we thought. Especially to those of us who live, work or have visited here. Truth is, we have a number of best-kept secrets about this metropolitan area that needed to be told.

Iconic.
In the spirit of Art Of Life, we evolved to the idea of More To Life, which quickly became part of our vernacular. Enough so that it evolved into the overarching message for the entire campaign. We created an upward-arrow icon to represent the northern hemisphere Minneapolis-Saint Paul is located in, and the “more-ness” — those best-kept secrets we were dying to tell:

There’s the thriving theater community that stages first-time Broadway acts and supports hundreds of classic and experimental theater productions. There are world-renowned arts museums, and a robust public and private education system, including the research prowess of the University of Minnesota. We are headquarters to a number of Fortune 100 companies, representing financial, high-tech, engineering, food and other industries. Further, there are a number of professional and collegiate sports teams whose fans fill tens of thousands of stadium seats. Perhaps most unique is the unmatched park system that connects lakes, creeks and rivers with miles and miles of biking and running paths. It’s enough to take your breath away.