To showcase the Mesabi Iron Range area effectively, the strength and vibrancy of its people, culture, recreation, history, and businesses needed to be highlighted in every marketing medium. By creating and utilizing the tagline “Mesabi Is Magic,” we provided a window into what the Iron Range offers. Through billboards, print advertising, and brochures, the natural beauty, resiliency, and opportunities of the Iron Range became key components in its messaging.
We knew that videos would bring the action and ambiance of Mesabi to life. Created for online and social media usage, the videos showcased the recreation, culture, and cuisine of the Mesabi Iron Range. RHM did the creative, the storyboarding, and the storytelling. We then collaborated in partnership with Iron Range Tourism, plus Paul Moehring—who was responsible for the capture and production of the short films.
We created ongoing Iron Range email campaigns to showcase seasonal recreational opportunities. These email campaigns were targeted to a specific demographic and contained custom, trackable URLs. Combined, they were integral in furthering and promoting “Mesabi Is Magic.”