Pure Michigan Aims to Inspire with Warm Weather Campaign

Release Date: 
Monday, March 13, 2017
LANSING, Mich. – Spring is on the horizon, and Pure Michigan is launching a number of marketing efforts designed to both inspire summer travel this season, and help travelers plan their perfect Pure Michigan vacation. Starting today, audiences across the United States will once again see the award-winning Pure Michigan advertising campaign on the airwaves as well as through various digital platforms.
Digital campaigns highlighting Michigan’s top caliber golf and fishing opportunities kicked off earlier in the month and the Lake Effect passion marketing campaign will go live at the end of March. Travelers will be able to plan their summer visit using the 2017 Spring/Summer Travel Guide, now available, as well as the newly redesigned michigan.org.
“This is a robust campaign, designed to both inspire travel to, and within, Michigan while also offering those planning vacations or getaways ideas and information to have the best experience possible in our state,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Our goal is to introduce new audiences to the beauty and diversity of the destinations in Michigan, while highlighting those activities that Michigan rises to the top in – such a golf, freshwater fishing, and water recreation.”
The national advertising campaign will feature Pure Michigan brand spots including 14 Clubs, Along the Way, Perfect Spot, Perfect Summer, Fertile Ground, Story of Detroit and Timeless & True. Spots for five national partners –Traverse City, Ann Arbor, Grand Rapids, Great Lakes Bay Region and The Henry Ford – will also run as part of the national campaign. National advertising partners have contributed $2.5 million toward the national advertising campaign for a total national advertising budget of $13 million.
In total, these ads will air on 15 national cable channels as well as on national network broadcast programming in targeted markets and Connected TV streaming experiences. Those cable channels include Travel Channel, A&E, HGTV, WE, Freeform, Food Network, Lifetime, Lifetime Movie Network, USA, Hallmark Channel, Hallmark Movies & Mysteries, OWN, Cooking Channel, DIY Network and Bravo as well as on the program The Henry Ford’s Innovation Nation with Mo Rocca. The national cable advertising campaign will run through the beginning of June.
In addition to the national cable television advertising campaign, Pure Michigan is using digital and social media advertising to promote key warm weather activities of golf, freshwater fishing and a day spent on the water, or the Lake Effect. These passion efforts are targeted at enthusiasts and those seeking specific experiences in the state and incorporate an additional layer to the overall advertising campaign.
The 2017 Pure Michigan Travel Guide is also now available both as a free magazine or a universally accessible digital guide. Miners Beach at Pictured Rocks National Lakeshore in Michigan’s Upper Peninsula is featured on the cover, with feature stories that include Summer’s Shore, Cityscapes, Cruising the Inland Waterway as well as Golf Hubs and Best Catch in the City, highlighting fishing opportunities in downtown Detroit.
The Pure Michigan Travel Guides may be ordered at michigan.org and are also available at the 14 Welcome Centers across the state.
The Birmingham, Michigan office of McCann Detroit has developed the strategy and creative for the Pure Michigan campaign since 2006. The campaign expanded from a regional campaign in 2006-2008 to a national campaign in 2009.
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community and talent 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. Visit Pure Michigan Talent Connect at www.mitalent.org for more information on Michigan’s online marketplace for connecting job seekers and employers.  Join the conversation on: Facebook, Instagram, Pinterest, and Twitter.
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Editor’s Note: Watch the Pure Michigan Lake Effect video on YouTube at https://www.youtube.com/watch?v=08K_AyJ8ANE