Meet Minneapolis Launches “MPLS for MPLS” Initiative to Support Local Economy

Meet Minneapolis, the city’s official destination marketing organization, has launched a new multi-channel campaign titled “MPLS for MPLS.” The initiative is designed to encourage residents and visitors to intentionally support local businesses and workers during what the organization describes as a “challenging moment” for the city’s neighborhoods.

The campaign focuses on the long-term sustainability of Minneapolis’ unique neighborhood character. By highlighting small, community-rooted businesses—many of which are family-run and culturally grounded—the initiative aims to protect local jobs and maintain the economic vitality of the city’s commercial corridors.

The “MPLS for MPLS” strategy includes:

• Marketing & Awareness: A mix of paid media, billboards, skyway activations, and social media outreach using the hashtag #MPLSforMPLS.

• Business Support: A digital toolkit is being provided to local businesses to help them amplify the campaign and communicate with their customers.

• Direct Advocacy: Encouraging consumers to integrate local shopping into their daily routines through simple actions like ordering takeout, purchasing gift cards, and tipping generously.

The campaign arrives as many local businesses navigate operational shifts. Meet Minneapolis is using the platform to provide practical information for consumers, such as navigating modified hours, limited staffing, or “knock-for-entry” policies that some shops have implemented.

The initiative also aligns with broader community efforts, such as the Minneapolis Foundation’s Economic Response Fund, to address recent disruptions affecting small businesses and workers across the city’s cultural districts.

“If you want your favorite spots to be here tomorrow, continuing to choose them today matters,” stated Courtney S. Ries, Senior Vice President of Destination Branding and Strategy at Meet Minneapolis. Business owners and residents can find more information and access the campaign toolkit at minneapolis.org/mpls-for-mpls.