Take the Scenic Route in Pure Michigan this Fall

Release Date

September 6, 2016

LANSING, Mich. – Got the ‘end of summer’ blues? Pure Michigan has the perfect remedy in the form of radiant reds, vibrant oranges and blazing yellows all found along a road less traveled.

Pure Michigan has launched a new effort to inspire travelers to extend their travel season into the fall by taking the Scenic Route. A key component of this campaign will be an online road trip planner through Roadtrippers.com where travelers can discover, plan, map and book a trip along Michigan’s Scenic Byway Routes.

The experience will be found at www.puremichiganscenicroute.com and features 10 of the state’s Pure Michigan Byways. Highlighted areas of the state include the Keweenaw Peninsula, West Michigan shoreline, Sunrise Coast and US-12 route. Attractions accessible along each route are also featured allowing visitors to create custom trip itineraries. Local destinations and attractions will also be able to add their point of interest in the Roadtrippers.com database.

“Some of Michigan’s most treasured hidden gems can only be uncovered if you embrace the adventure found along the scenic route,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Through Roadtrippers.com we are able to provide travelers with a customized and streamlined experience to plan their fall getaway in Michigan and explore the state’s vast offerings unique to this season.”

Travelers looking to plan their fall getaway can also order a free Fall Travel Guide at michigan.org or access the digital guide. Feature articles in this year’s fall guide include On the Trail, Hit the Road and This Land is Your Land, highlighting grouse hunting in the state. Craft beer, Michigan’s wineries and Michigan Moments are also highlighted throughout the guide.

In addition to ordering online, the Fall Travel Guide is available in the 14 Welcome Centers located throughout Michigan. Leaf peepers can also sign up to receive a weekly fall color update at michigan.org/fall.

The Pure Michigan fall advertising campaign is currently underway and includes regional and in-state television and radio spots as well a digital campaigns and Pandora streaming radio. This year 16 partners have spots featured as part of the campaign, including a new television commercial titled Checkers, highlighting St. Joseph and Berrien County.

Brand spots featured this year include Trees, Deep Breath, Tee Times, Open Road, Gone Fishin’, Story of Detroit, Harvest Time and Small Batches on television and Catch Up, Here’s to the Curious, Games on the Grass, Nature’s Greatest Show and Soul on radio.

Advertising spots will run in regional markets including Chicago, Ill.; Cincinnati, Cleveland, Columbus and Toledo, Ohio; Indianapolis, Fort Wayne and South Bend, Ind.; Green Bay and Milwaukee, Wis.; St. Louis, Mo.; Minneapolis, Minn. and Southern Ontario.

Pure Michigan billboards will also be up with new, fall images in many of these markets. Locations featured on this year’s fall billboards include Miner Lake in Allegan Township, Escarpment Trail in Porcupine Mountains State Park, the Au Sable River in Oscoda and Empire, Michigan.

This year’s total fall advertising budget of $4,078,134 million includes $1,179,210 in funding committed by private sector partners through the Travel Michigan Ad Partnership Program.

Fall In-State and Regional Partners
Charlevoix
Cheboygan Area
Detroit
Escanaba
Frankenmuth
Gaylord
Kalamazoo
Keweenaw Peninsula
Manistee
Michigan Apple Committee
Mount Bohemia Adventure Resort (digital)
Muskegon
South Haven
St. Ignace
St. Joseph

National Partners
Ann Arbor
Grand Rapids (2016 fall regional partner)
Great Lakes Bay Region
Mackinac Island
The Henry Ford
Traverse City

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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