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MN singers tapped for tourism radio ads

Explore Minnesota Tourism, the state's tourism promotion office, is introducing new radio ads this week as part of its "More to Explore" ad campaign, including two spots that feature Minnesota-based musicians singing variations of the jingle with the message "There's more to explore in Minnesota."

Last year, Explore Minnesota Tourism launched the "More to Explore" campaign with television ads featuring Twins baseball player Joe Mauer and the local indie band Solid Gold that used the same jingle.

Ad agency Colle+Mc Voy created those ads and the new radio spots. Three of the radio ads are sung by the same talent who appear in the TV ad, and two others feature seven Minnesota recording artists singing new lyrics to the "More to Explore" jingle.

The radio spots are airing in greater Minnesota and some radio stations in the Twin Cities through a marketing agreement with the Minnesota Broadcasters Association. The television ads will also air again this year.

A music video of the 60-second radio spot has also been created to highlight the lyrics and credit the Minnesota singers; the video can be viewed on YouTube and on the state's tourism website,