ST. PAUL, Minn. (WCCO) — Minnesota’s making a major new push for tourism dollars with the state’s largest-ever advertising campaign to lure vacationers.

The $12 billion tourism industry is already among the fastest growing sectors of Minnesota’s economy. And the state’s new tourism motto, “Only In Minnesota,” tries to capture what’s unique: like the Mall of America.

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“This is truly a great example of ‘Only In Minnesota,'” said Maureen Bausch, the Executive Vice president of the Mall of America. “We might be America’s mall, but we belong to Minnesota.”

The new push will attempt to lure vacationers as far south as Denver and Kansas City, and as far north as Saskatoon.

The marketing effort will also target younger people through social media on Facebook, Pinterest and Instagram. And on Twitter, the hashtag #OnlyInMinnesota will highlight unique Minnesota outdoor and cultural places and events.

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“It’s not as much about getting names and addresses to send them a travel guide, it’s to get people talking to each other about the unique attractions,” John Edman, the Explore Minnesota Tourism Director, said.

Adman says the campaign will feature Minnesota’s distinct outdoor adventures, cultural experiences and unique landmarks.

Edman said more than $11 million in additional funding provided by the Minnesota Legislature has allowed Explore Minnesota to expand its marketing impact. He says for every $1 spent advertising, Minnesota gets $8 back.

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The new television ads are already running in 14 states and Canadian provinces.