Pounded by the pandemic and recent riots, the city of Minneapolis has launched a first-ever ad campaign designed to encourage its own citizens to support area restaurants and small businesses.
This summer, Meet Minneapolis — the city's tourism and convention-planning arm more accustomed to luring tourism from beyond state lines — partnered with ad giant Carmichael Lynch to launch the "We Need Us" advertising blitz, which officials liken to a rally cry.
Through August and September, the $50,000 campaign is relying on 300 radio spots, plus ads on highway billboards, store posters and on Facebook and Instagram that urge support for local businesses so they survive the economic upheaval.
" 'We Need Us' is a rallying cry for us to support our community," said Meet Minneapolis CEO Melvin Tennant.
About 12 Carmichael Lynch advertising gurus worked with the city to interview, photograph and video business owners and employees used in the media blitz that launched this month.
"While our agency has created campaigns in the past that supported small businesses, none of us have worked in a situation like this before," said Carmichael Lynch vice president Annie Dubsky, noting the virus and civil unrest. "Our employees care about the community where we work and live."
Sergio Manancero, co-owner of north Minneapolis-based La Doña Cervecería taproom and restaurant, said the ad campaign is needed.
He was forced to lay off 17 of his 20 employees after Gov. Tim Walz's March shutdown order in the wake of COVID-19. Manancero has since hired back 12 workers but business is still off 75% as customers avoid outings due to the pandemic and riot-induced safety concerns.