Pure Michigan Celebrates Snow Days this Winter

Release Date

December 22, 2015

LANSING – Mild temperatures may have provided a slow start to winter, but snow will be here before we know it and Pure Michigan has winter recreation on the mind. According to Project: Time Off and the US Travel Association, 429 million days of annual leave go unused in the U.S. each year. This winter, Travel Michigan is encouraging people to put some of those unused vacation days to work, channeling their inner child and heading out to experience the thrill of a Pure Michigan Snow Day.

In addition to this year’s winter advertising campaign, which begins airing the first week of January, a Snow Day landing page has launched to provide visitors to the most visited state tourism website in the country with the inspiration and information to plan the perfect winter getaway. A new video highlighting winter recreation offerings is also available on the new landing page and Pure Michigan’s YouTube page.

“Michigan is a place where snow days come to life and there is no better way to enjoy the unique and beautiful winter travel experiences the season has to offer than to create your own Pure Michigan Snow Day,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Whether you are an enthusiast looking for a new adventure or just looking to beat cabin fever, make the most of those unused annual leave days and revel in the excitement and delight that awaits when a fresh blanket of snow covers the ground and the day is wide open.”

Travelers and travel industry partners are being encouraged to use the hashtag #puremichigansnowday to highlight winter offerings and adventures across Michigan. Michigan is home to more than 6,500 miles of snowmobile trails, 3,000 miles of cross country skiing trails and is second in the nation for ski areas boasting everything from family friendly bunny hills to the tallest vertical drop in the Midwest at Mt. Bohemia. Last year, winter tourism generated $2.8 billion in traveler spending in Michigan.

The advertising campaign launching in January features the television spots Snow Day and Chance of Snow in markets including Cincinnati, Cleveland, Columbus and Toldeo, Ohio; Green Bay and Milwaukee, Wisc.; and Fort Wayne, Indianapolis and South Bend Ind. Radio ads Snow Day, Snow, Here’s to the Curious and Nicknames will run in these markets as well as in Chicago, Ill and a digital campaign will also run in the Minneapolis market.

Pure Michigan billboards featuring Cadillac, Grand Island, Sleeping Bear Dunes National Lakeshore and Treetops Resort will also be on display in-state and in key markets. New this year, select billboards will be also be supporting the Snow Day marketing effort, directing travelers to michigan.org/snowday.

The winter advertising campaign also features eight industry advertising partners – Ski Michigan, Detroit, Frankenmuth, Gaylord, Manistee, Mt. Pleasant, Muskegon and St. Ignace – with partner ads airing in regional and in-state markets. These partners contributed $206,198 in funding toward the overall winter advertising budget of $1,376,939.

Pure Michigan is a brand representing business, talent and tourism initiatives across Michigan. These efforts are driven by the Michigan Economic Development Corporation, which serves as the state’s marketing arm and lead advocate for business growth, jobs and opportunity with a focus on helping grow Michigan’s economy.

For more on the MEDC and its initiatives, visit: michiganbusiness.org. For Michigan travel news, updates and information, visit michigan.org.

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Editor's Note: Watch the #PureMichiganSnowDay video at https://www.youtube.com/watch?v=92lkOghA_2s