PRESS RELEASE: G.B. Leighton Takes Center Stage in Lovin’ Lake County’s New Tourism Campaign

TWO HARBORS, MN (May 24, 2024) — Lovin’ Lake County, the county’s destination marketing organization, will launch a new tourism marketing campaign, “Nature’s Rhythm, Center Stage,” in partnership with one of Minnesota’s Emmy-Award-winning singer/songwriters, Brian Leighton. It will kick off on Thursday, June 6, 2024, with a free G.B. Leighton concert from 6-8 PM at Castle Danger Brewery in Two Harbors, MN.

“The “Nature’s Rhythm, Center Stage” concept clearly illustrates the story we want to tell about our area. When we first heard the lyric Brian wrote for the new campaign, we felt he nailed it – the catchy tune articulated our brand message perfectly,” said Lovin’ Lake County’s marketing director, Kathryn Holm. “Research on 2024 traveler trends tells us that people’s top priorities on vacation are to slow down, focus on wellness, and experience unique adventures. We aim to deliver authentic content focused on nature’s benefits to inspire travel to Lake County.”

A series of shorts and extended videos will highlight North Shore activities combined with the musical talent of G.B. Leighton, creating a delightful harmony that captures the essence of what makes Lake County an ideal travel destination. For instance, Brian tries his hand at fishing for Lake Trout on Lake Superior, making pies at The Rustic Inn, and taking a dip in the big lake with famed nature photographer Christian Dahlbec. People can access the videos on, YouTube, Facebook, Instagram, and TikTok. Additional mediums will include print, audio, social media, TV, and OTT advertising in key markets, primarily targeting families, outdoor enthusiasts, adventurists, and nature-loving adults.

Brian Leighton gets personal about overcoming grief, addiction, and cancer.

“In 2023, I lost my father, which took a heavy emotional toll on me. I got depressed and turned to alcohol to bury my pain. In December of 2023, I decided to go to treatment and get healthy again,” shares Brian Leighton. “Music has always been my best therapy; it has helped me overcome many struggles I’ve faced in my life, especially three battles with cancer. So, when the opportunity arose to work in a new way — playing my music in the great outdoors and experiencing new adventures in Lake County — I jumped at the chance to recharge my soul and reinvent myself.”

“We couldn’t be more thrilled to have G.B. Leighton represent Lake County in our marketing efforts,” expressed Janelle Jones, executive director for Lovin’ Lake County. “His notoriety as a much-loved Minnesota musician will help grow awareness of Lake County as an exceptional getaway filled with mindful and life-changing adventures. ‘Nature’s Rhythm, Center Stage’ characterizes what spending time in Lake County is all about, and we’re excited to have folks discover our beautiful region in refreshing ways.”