“Meanwhile in Michigan” reminds us to discover Michigan’s hidden gems

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New radio ads offer Pure Michigan as a cure for the daily grind

LANSING, Mich. – Daily life is organized by routine – waiting in traffic during a morning commute, grinding through meetings, checking the next item on the agenda and preparing to start again the next day. Meanwhile in Michigan, the sunrises are peaceful, and the crystal-clear waters disturbed only by a smallmouth bass tugging on the line or a kayak gliding along with the current. Building on the national cable advertising campaign that has been running since March, Travel Michigan has launched a new Meanwhile in Michigan marketing campaign to highlight Michigan’s vast summer offerings.

The Meanwhile in Michigan campaign is part of Travel Michigan’s efforts to increase travel to Michigan, while encouraging tourists to also venture out to off-the-beaten-path destinations. The campaign aims to spark travelers’ interest in discovering Michigan’s must-see hidden gems and speaks to a cure for the Monday-Friday routine, with a different radio spot for each weekday and one for the weekend.

“Michigan has so many hidden gems to offer visitors, and we continue to add leading-edge technologies and new creative elements to the campaign to further inspire visitors to look to Michigan for their perfect vacation,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Meanwhile in Michigan is really about taking the time to slow down and relax with a perfect escape in Pure Michigan.”

As part of this campaign, Travel Michigan has launched a ‘Meanwhile in Michigan’ landing page, www.michigan.org/hidden-gems, which offers itineraries that will allow visitors to customize their perfect Michigan summer. By choosing the activities they enjoy, visitors can put life’s routines on hold and experience Michigan’s natural beauty like no other rooted in the trails less traveled.

To reach the evolving consumer, Meanwhile in Michigan uses media including radio, billboards, Chicago buses and airports, connected TV, paid social, custom content and digital ads. Meanwhile in Michigan will be broadcast on 20 different markets, including Pandora audio everywhere. Billboards featuring Silver Lake Sand Dunes and Au Sable River Dunes will also be displayed in select out-of-state markets. Billboards featuring Silver Lake, Caseville, and Lake Huron will be displayed in-state.

In addition, the campaign will be running in markets including Chicago, Cincinnati, Cleveland, Columbus, Dayton, Detroit, Flint, Ft. Wayne, Grand Rapids, Green Bay, Indianapolis, Lansing, Louisville, Milwaukee, Minneapolis, Pittsburg, South Bend, St. Louis, Toledo and Traverse City.

The budget for the warm weather advertising campaign is $2,553,703. It will run from May 13 to August 26. The goal of this program is to extend the marketing reach of Michigan’s travel industry and the Pure Michigan campaign.

The 2019 Official State Travel Guide is also available to help inspire and plan a Pure Michigan summer vacation. Visit michigan.org to order a free copy of the guide, or to access the universally accessible digital edition. Travel guides are also available at the 14 Welcome Centers across the state.

About Michigan Economic Development Corporation
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business and community development with the focus on growing Michigan’s economy.  For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org.  For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook, Instagram, Pinterest, and Twitter.