Pure Michigan Campaign Signals Warm Weather on the Horizon
LANSING, Mich. – As travelers look ahead to the sunny days and warm temperatures of a Pure Michigan summer, the award-winning Pure Michigan advertising campaign hits the airwaves for audiences across the nation to inspire both spring and summer travel this season. In addition to the broadcast commercials, travelers can plan their perfect vacation with the help of various digital platforms and resources available on michigan.org.
Digital campaigns highlighting Michigan’s top caliber golf 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 2018 Spring/Summer Travel Guide, now available as well on michigan.org.
“We are continuing to evolve the campaign to inspire travel to, and within, the state using both traditional marketing methods, but also looking to new trends and technology to amplify the message about the opportunities for the perfect summer vacation or getaway in Michigan,” 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 excels in – such as 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, and Wish You Were Here. Spots for four national partners –Traverse City, Ann Arbor, Grand Rapids, and Great Lakes Bay Region – will also run as part of the national campaign. National advertising partners have contributed $2.4 million toward the national advertising campaign for a total national advertising budget of $13.1 million.
In total, these ads will air on 14 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, Food Network, Lifetime, Lifetime Movie Network, USA, Hallmark Channel, OWN, Cooking Channel, DIY Network, Bravo, and Nick at Nite. The national cable advertising campaign will run through the end of May.
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 2018 Pure Michigan Travel Guide is also now available both as a free magazine or a universally accessible digital guide. Holland, Mich. is featured on the cover, with feature stories that include The Fabled AuSable River, We’ve Got the Beach, Golf Plus, Picture This and Thumbs Up.
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.
About Michigan Economic Development Corporation (MEDC)
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness 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.
Editor’s Note: Watch the Pure Michigan Lake Effect video on YouTube at https://www.youtube.com/watch?v=08K_AyJ8ANE.
Media Contact: Michelle Grinnell, [email protected]