Minnevangelist co-founders Ashlea Halpern and Andrew Parks are journalists, copywriters, and content strategists with nearly 20 years’ experience in media and marketing.

We are passionate about travel, food, art, culture, music, shopping, the outdoors, and everything in between. Doubly so if it gives us the opportunity to amplify something remarkable in our adopted state of Minnesota. By leveraging our deep storytelling experience and the muscle of social media, we develop inspired content for inspiring companies, bringing to life their unique point of view and helping them connect with their target audience.


Bon Appétit cover package on Minnesota chef Yia Vang

Editorial Storytelling

As a veteran of the music and publishing industries, Andrew knows how to spin a good tale. He has worked in the offices of Rolling Stone, Entertainment Weekly, and Time Inc. and written for Food & Wine, Travel + Leisure, Entrepreneur, Artful Living, AFAR, BuzzFeed, and Punch. He also edits self-titled, a leading underground music magazine, and self | centered, a site about ambient music.

Ashlea is the editor-at-large for AFAR and a contributing editor at Condé Nast Traveler. Previously she served as special projects editor at Bon Appétit, editor of the ASME-winning Strategist section at New York Magazine, editor-in-chief of New York Weddings, fashion editor of NYMag’s The Cut, and senior editor at Time Out New York. Her writing has appeared in Airbnb Magazine, Travel + Leisure, Artful Living, Midwest Living, Bloomberg Pursuits, Hemispheres, TIME, Forbes, Wired, and The Wall Street Journal.

Minnesota Monthly travel feature on maple tapping in Stearns County

In our combined experience, we’ve conceptualized dozens of magazine features and cover packages, top-edited copy for award-winning print properties and digital channels, produced special interest publications, launched websites and pop-up blogs, generated hundreds of clickable headlines, interviewed countless celebrities (including Kanye West, Tyra Banks, and Tim Burton), and managed talented teams of editors, writers, photographers, and graphic designers.

To really get in the weeds, our photography has been published in The New York Times, Travel + Leisure, Condé Nast Traveler, AFAR, Food & Wine, and Minnesota Monthly, where we co-author travel features. We’ve also guested on TV shows, radio segments, podcasts, and livestreams for Food Network, NBC, and Fox; and produced guidebook content for Fodor’s Travel, Michelin, and Time Out Group. .

Twin Cities travel feature in Cara, the in-flight magazine of Aer Lingus


In addition to serving as the director of merchandising for eMusic, Andrew has crafted compelling marketing content for Marriott, Apple, Red Bull, Hennessy, Activision, Aer Lingus, Universal Music Group, Sony, Interscope, Rhino Entertainment, Bandcamp, Moog Music, Ghostly International, Visit California, and Christie’s International Real Estate. His portfolio includes entertainer bios, one sheets, liner notes, display copy, and press releases.

Ashlea’s copywriting experience also covers a breadth of industries, from hospitality to retail. Her corporate clients include Target, Etsy, Illy, Airbnb, Ralph Lauren, MM.LaFleur, Food Network, Silversea Cruises, Royal Caribbean, Eat This, Not That!, and Dr. Mehmet Oz.

“Chill Out Challenge” campaign with Explore Minnesota

Digital Content Strategy

Through Minnevangelist, we have collaborated on editorial projects, fundraisers, giveaways, and social media marketing campaigns with Explore Minnesota, Explore Edina, Visit Roseville, Twin Cities Gateway, Travel + Leisure, Allrecipes, Fair State Brewing Cooperative, and St. Jude Children’s Research Hospital. We’re currently producing a monthly newsletter series for Greater MSP and have been featured as guest speakers at the Explore Minnesota Tourism Conference, BETA.MN’s Twin Cities Startup Week, Star Tribune Vacation & Travel Experience, and Fox 9 KMSP’s “The Jason Show.”

Beyond Minnesota, we’ve worked together and individually with hotels, airlines, cruise lines, travel outfitters, and a host of international and domestic CVBs and DMOs on earned and paid content, social media initiatives, and brand ambassadorships.


“Roseville in Bloom” campaign with Visit Roseville

Our suite of creative consulting services includes:
• Editorial direction for new or repositioned product and brand launches
• Content auditing with an eye toward market trends, UX/UI data, and SEO
• Implementation of a comprehensive omni-channel content strategy
• Conceptualization and execution of an editorial calendar and workflow
• Honing of brand voice, including copywriting for landing pages, video, product descriptions, email and newsletter campaigns, PR initiatives, and in-house communications
• Content development for ad campaigns and marketing assets
• Social media strategy and management, including influencer outreach
• Guest appearances for TV, radio, podcasts, panels, and conferences
• Travel planning services and bespoke itinerary building
• Event programming
• Product curation


Photo: Aaron Lavinsky (Star Tribune)

We’re excited to help you share your story. Please complete the intake form below or drop us a line at info@minnevangelist.com to get the ball rolling. We’re happy to tailor our services to fit your needs and budget.