Edman said between 60 percent and 70 percent of the ad budget is aimed outside of Minnesota, while the remainder is used to remind residents of things to do in their own backyard.
Jim Benson, operations director at Grand View Lodge in Nisswa, said he likes the emphasis on luring out-of-state visitors because they tend to stay longer and spend more money than people from nearby who tend to escape for a long weekend.
"Right now it's primarily the metro area where our guests come from," Benson said. "What we're finding is that as we push the marketing out, we get more and more of the Des Moines market and the Kansas City market."
There was a hint of irony that the campaign launched the day after a spring storm dumped more than a foot of snow in some places, which prompted only-in-Minnesota shrugs from residents and ridicule from people far away.
Edman laughed it off.
"We don't run away from our weather, we try to embrace it," Edman said.