Cuyuna Adventure Town USA

The Cuyuna region had the potential to use its human-powered, outdoor recreation opportunities as an integral economic driver, but people had to know about them. Our communication plan to build (and manage) the Cuyuna brand identity included a new logo, video, social media, photography, billboards, targeted email marketing, blogs, state-of-the-art drone video footage, a search-engine optimized website, and an eStore with custom merchandise.

Content marketing was key to developing and nurturing the brand. The website hosts evolving content, with insider tips on how to experience Cuyuna—something you can’t find anywhere else. Custom summer and winter adventures (some with GPS turn-by-turn directions), unique lodging opportunities and eating establishments, and ideas for fun when the weather isn’t cooperating. Weekly social media keeps Cuyuna top-of-mind, focusing on seasonal adventures, regional businesses, and area history—all told in the voice of the locals who live it.

Cuyuna Adventure Town USA has helped increase visitors to the Cuyuna Country State Recreation Area by 928% from the debut of the mountain bike trail system. More than 25 new businesses have opened their doors. Airbnbs and lodging options have exploded. The area itself is experiencing a renaissance—and we’re helping visitors and residents hear about it all.

Our work has rendered major public relations opportunities, garnering a laundry list of stories and regional recognition (at no cost to the client) including:

• A five-page special section on Cuyuna in the Star Tribune
• Three WCCO 4 Finding Minnesota segments
• Consistently ranked Minnesota’s best bicycle trail in statewide and national media
• Recognized as Minnesota’s Best Fall colors by WCCO 4
• A documentary film, Long Live Cuyuna, created by YETI and Gear Junkie
• A live, Minnesota Public Radio (MPR) segment Recharge the Range, which resulted in a $6 million appropriation for Mesabi Range mountain bike trail development