University of Minnesota featured in innovative advertisement to be unveiled at Minneapolis-St. Paul International Airport this week

University of Minnesota featured in innovative advertisement to be unveiled at Minneapolis-St. Paul International Airport this week

For the first time ever at MSP, baggage carousels will be wrapped with images

MINNEAPOLIS / ST. PAUL (10/26/2011) —The University of Minnesota will unveil the first-ever image-wrapped baggage carousel conveyor belts at Minneapolis-St. Paul International Airport on Oct. 27. The innovative advertising will promote the 2011 “Driven to Discover” marketing campaign.

The advertisement will feature a “Search and Find”-themed map of the U of M campuses and highlights several of the groundbreaking discoveries the U of M has made through its research. Travelers will be able to view the maps at carousels 7 and 8.

In addition to the baggage carousel wraps, the Driven to Discover campaign has launched a series of TV commercials featuring students and alumni; floor clings; scoreboard displays at TCF Bank Stadium; umn.edu home page stories; and social media activities.

“The ultimate goal of the campaign lines up directly with the U’s mission,” university President Eric Kaler said. “We want the public to understand and embrace our educational mission and to become aware of the many ways the university supports our students and communities.”

Minneapolis-based OLSON, an independent agency, created the campaign for the U of M. OLSON has been the university’s agency partner since the campaign was first launched in 2006. The campaign will cost $850,000 total, less than half what was spent in previous years.