Last year, it was announced that actor Josh Duhamel was going to become the 'face' of North Dakota and, now that he is, he's out promoting the Peace Garden State.

Duhamel appeared on TODAY recently to talk to hosts Willie Geist, Tamron Hall, and Natalie Morales about his involvement with North Dakota Tourism's new campaign:

Well, ya know, I grew up there and it was all I knew, really, growing up. And, when I moved away, it was like nobody knew anything about it.

I don't know how many times I've heard people say, 'I've been to 49 of the states, but I haven't been to North Dakota yet.' I'm like, 'Ok.'

So, when they asked me, ya know, if I would be a part of the campaign, I said, 'Absolutely.'

The campaign launched on Thursday, January 28th, and will feature clips of Duhamel visiting North Dakota landmarks, like Theodore Roosevelt National Park, Fort Mandan, and more:

He'll also be featured on the covers of the 2016 North Dakota Travel Guide, which you can see below, and the 2016 North Dakota Hunting and Fishing Guide:

Duhamel signed on to be a part of the campaign for $475,000, according to the Grand Forks Herald. The state is committing nearly $800,000 throughout the cost of the campaign.

For more information on Josh Duhamel's involvement with North Dakota Tourism, visit