As pandemic restrictions were lifted, Minneapolis wanted to increase the number of people advocating for and visiting the city. Research showed that suburbanites were hesitant to return downtown. In response, Padilla developed a campaign that successfully amplified the “good news” stories of those already coming back which influenced their reluctant family, friends and neighbors to visit as well.​ But stats about the safety of visiting Minneapolis only go so far. If Minnesotans could see their friends and family enjoying great downtown experiences, the FOMO would inspire them to head back to the city, too.

The “Minneapolis Momentum” campaign kicked off with an online contest prompting people to share their return-to-the-city stories. In exchange, Meet Minneapolis offered prizes for a free return experience. Winning stories were converted into digital billboards, ads and social media posts. And the campaign served as a news hook to highlight the good happening in the city.​

The campaign generated positive news media stories garnering almost seven million impressions. Billboards generated more than nine million impressions and many indicators showed an uptick in downtown activity.