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Pure Michigan Winter Ad Campaign Begins

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Courtesy Michigan.gov website

Courtesy Michigan.gov website

(credit: istock) Technology Report
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LANSING — Pure Michigan winter billboards went up in Michigan, Illinois, Indiana, Ohio and Wisconsin this month, with television and radio ads to follow beginning Jan. 2.

The Pure Michigan winter ad campaign will run through early February.

The total winter advertising budget of $1,666,149 includes $30,000 in funding committed by the Michigan Snowsports Industries Association as part of the Travel Michigan Ad Partnership Program.

“From ice-climbing and snowmobiling to luxury resorts and unique holiday shopping, Michigan has incredible winter destinations for every visitor,” said George Zimmermann, vice president of Travel Michigan, part of the Michigan Economic Development Corp. “We had another strong year for tourism across the state this summer, and we now want to carry that success over into all of our seasons.  Michigan is the premiere Midwest winter destination and this winter ad campaign will help to highlight the many terrific travel opportunities we offer during these cold weather months.”

The Michigan Snowsports Industries Association radio ad, “Ski the Hills of Michigan,” will air in Fort Wayne, Ind., Toledo, Ohio and Green Bay, Wis. as well as the in-state markets of Grand Rapids and Lansing.  The Pure Michigan television ads “Snow Days” and “Chance of Snow” and the radio ads “Snow Day” and “Snow” will also air in these regional markets, as well as in Chicago, Ill., Indianapolis and South Bend, Ind. Cincinnati, Ohio and Milwaukee, Wis.

Pure Michigan billboards — which highlight snowmobiling, snowboarding and ice climbing — are also being featured in these regional markets, as well as in Detroit, Grand Rapids, Flint, Lansing and Traverse City.

The Travel Michigan Partnership Program started in 2002 with a budget of $330,000. In 2011, the overall partnership and advertising budget, which includes matching funds from Travel Michigan, has expanded to more than $6 million and included national partnerships for the first time.

All partnership advertising includes the Pure Michigan brand identity. Partners also have a featured web presence on michigan.org and support for public relations and social media efforts.

Travel Michigan, part of the Michigan Economic Development Corp., is the state of Michigan’s official agency for the promotion of tourism. Travel Michigan markets the state’s tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to www.michigan.org.

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