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North Dakota’s latest tourism campaign hopes to cash in on some native star power.

Actor Josh Duhamel, originally of Minot, is unveiling the campaign today on NBC’s “The Today Show” in New York as part of an effort to entice tourists to North Dakota using himself as a state ambassador.

The campaign will feature Duhamel in a series of promotional materials including the 2016 North Dakota Travel Guide, and its companion, the Hunting & Fishing Guide.

The cover of the Travel Guide features Duhamel on a bluff overlooking the Little Missouri River inside the Theodore Roosevelt National Park’s South Unit near Medora.

Both booklets are updated and released annually by the North Dakota Department of Commerce’s Tourism Division, and each pictures various photos of Duhamel enjoying recreational offerings across the state, such as fishing in Devils Lake, hiking through Theodore Roosevelt National Park and hamming it up with historical reenactors at Fort Mandan.

Along with the print ads, the campaign also features TV spots starring Duhamel, including one shot in downtown Fargo on Broadway.

The actor was brought on to the project last summer for a sum of $475,000 and will also be featured in next year’s Travel Guide.

 

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