The Super Bowl has completed its Minnesota run, but the often-repeated phrase “Bold North” that became associated with the event should remain. It’s a simple, but effective, description of what makes Minnesota unique.

It’s not easy to come up with a tagline that is successful. Remember Rah Rah Rochester? The city is spending more than $100,000 to once again try rebranding after that failure from just a few years ago.

The Bold North campaign percolated from various ideas already in existence and was forged in a small group meeting of several host committee representatives huddled in an office sharing different potential combinations well before the Super Bowl festivities took place.

Although the Bold North phrase is new, Minnesota officials embraced winter way back when it hosted the 1992 Super Bowl. While other northern cities seeking the event that year emphasized why they were the least winter-like to the committee, Minnesota representatives showed the committee photographs of snow and people having fun outside.

“Rather than soft-pedal the state's harsh winter, Nelson and other Minnesota organizers went to the NFL with Will Steger expedition jackets and slides of St. Paul's Winter Carnival,” noted Star Tribune reporter Kevin Diaz.

The Nelson referred to by Diaz is Marilyn Carlson Nelson, who was chairperson in 1992 and is now co-chairperson of the Super Bowl Committee, which came up with the new phrase for 2018.

“It’s authentic and honest,” she told the Pioneer Press. “We used to talk about cute things like ‘a hot time in Minnesota’ and tell people that we’re more than just a cold place. But Bold North is different because it recognizes we are a cold place and it gives us pride in that.”

Maureen Bausch, a longtime marketing executive and CEO of the host committee, told the newspaper “a brand works when it’s a promise you can keep. This is an honest definition of who we are: leaders and innovative risk takers. And yes, it’s cold here. It’s a promise you can keep”

The state lived up to that promise by providing a range of outdoor activities throughout the weeks leading up to the Super Bowl, even converting some streets to cross-country ski routes and snowmobile tracks and setting up a giant snow slide, a zip line across the Mississippi River and other wintry events.

The weather also cooperated, with snow on Saturday to turn the Twin Cities into a snow globe and plunging temperatures Sunday to set the record for the coldest Super Bowl ever.

While the cold was in the forefront, the warmth of local people also surfaced, turning the phrase Minnesota Nice, which was originally somewhat of a putdown that emphasized the surface characteristics of local residents who sometimes appear too reserved to be truly friendly, into an attribute.

More than 10,000 people showed up to volunteer for the Super Bowl. That impressed an NFL administrator who told USA Today that what made Super Bowl 52 unique wasn’t the cold weather, but the people — the energy and warmth of the residents in the Bold North that really came through.

Not only did 10,000 people sign up, they also showed up. NFL officials told the Star Tribune that the usual attrition rate for volunteer efforts is about 30 percent and was as high as 40 percent in San Francisco two years ago. In Minnesota, the attrition rate was expected to end up no higher than 5 percent.

Those volunteers showed up in the cold weather, even by Minnesota standards, and displayed respect and courteousness, even warmth to the Philadelphia Eagles fans who trashed Minnesota Vikings fans two weeks prior in the supposed City of Brotherly Love.

Of course, we are quite familiar with our cold weather, innovative minds, volunteering spirit, reliable characteristics and warm hearts. The Super Bowl experience showcased that to the rest of the nation and the state’s residents came through.

By embracing our culture — and our sometimes frigid environment — Minnesota showed the now departed celebrities and fans as well as the nation’s viewers that the Bold North is far from a remote, bleak, desolate tundra that might have been the previous impression of our state.

Now that the spotlight is off, many of us Minnesotans will continue to embrace winter, finding time to cross-country ski, snowmobile, ice fish, jog, hike, snowshoe, sled, take walks, build snow sculptures and experience all that winter has to offer, even if many of us are also secretly hoping spring is just around the corner.

After all, there is more to the Bold North than the cold. With all its lakes and rivers, the state provides a variety of warm weather experiences that we also celebrate with a uniquely Minnesotan twist.