TWO HARBORS, MN (February 19, 2025) — Lovin’ Lake County, the destination marketing organization (DMO) for Lake County, Minnesota, was recognized for excellence in tourism marketing at the 2025 Explore Minnesota Tourism Conference. The organization received the Outstanding Video Award for its “Nature’s Rhythm, Center Stage” video campaign. It also ranked as a finalist in two additional categories: Outstanding Marketing Campaign and Outstanding Destination Website.
The Outstanding Video Award recognizes tourism organizations that produce unique and innovative video content showcasing their destination’s distinctive features. Nominations were assessed based on the creative process, the video’s effectiveness in marketing campaigns, and measurable results achieved. This award celebrates the role of video in inspiring travel and driving economic impact.
Finalists also included Visit Fargo-Moorhead and Visit Duluth.
“We’re honored to be recognized by Explore Minnesota for our marketing efforts,” said Janelle Jones, Lovin’ Lake County executive director. “Since our launch in 2021, our small but passionate team has worked hard to establish our brand and showcase the beauty of Lake County. The award reflects the dedication of our team and the invaluable support of our local businesses, residents, and elected officials. Tourism is an essential economic driver for our region, and we’re proud to contribute to its growth and sustainability.”
Award-Winning Video Campaign: “Nature’s Rhythm, Center Stage”
In June 2024, Lovin’ Lake County launched its “Nature’s Rhythm, Center Stage“ campaign, a multimedia marketing initiative featuring Minnesota singer-songwriter GB Leighton. Parthe Productions, based in Superior, WI, directed and produced the series with a talented team of videographers and storytellers.
The entertaining series follows Brian Leighton as he explores the region and connects with locals. It showcases Lake Superior’s North Shore’s adventure, beauty, and serenity. The videos entertain and educate, inspiring people to engage in outdoor activities, support local businesses, and experience the North Shore culture. Lovin’ Lake County promotes the videos across YouTube, Facebook, Instagram, TikTok, television, and OTT platforms to reach families, outdoor enthusiasts, and nature lovers. Viewers can visit and subscribe to Lovin’ Lake County’s YouTube channel and watch the videos on LovinLakeCounty.com and social media.
The North Shore Made a Big Splash at Explore MN Conference
Explore Minnesota recognized several North Shore businesses and tourism organizations at the annual conference, including:
- The “Spend the Day in Silver Bay” campaign – a collaboration between Silver Bay attractions and North Shore Explorer – was a finalist for the “One Minnesota Award.” The award recognizes the collaborative efforts of three or more organizations or entities designed to advance tourism for a community, area, or business district. Partners in the initiative included:
- Odyssey Resorts was a finalist for the “Social Media Excellence Award,” which celebrates exceptional social media campaigns or initiatives that showcase originality, brand consistency, and creativity. Campaigns effectively engaged audiences on various social media platforms.
- Visit Cook County earned the “Outstanding Marketing Campaign Award” for its “Dark Skies” astrotourism campaign.
- Visit Duluth was also up for the “Outstanding Video Award.”
- Lutsen Mountains and North Shore Camping Company were finalists for the “Exceptional Co-Campaign Award.” This award acknowledges a tourism partner’s exceptional Explore Minnesota Co-op program implementation.
