Pure Michigan Welcomes Winter with Expanded Campaign
LANSING — Visitors to michigan.org will be seeing snow with the Pure Michigan winter campaign now underway on the Web site.
Television, radio and billboard ads in key markets in Michigan, Illinois, Indiana, Ohio and Wisconsin will follow beginning Dec. 31 and run through the end of January.
Pure Michigan is also launching a new interactive video series to highlight the wide variety of activities available in Michigan throughout the winter season.
With seven new partners participating in the winter campaign through the Travel Michigan Ad Partnership Program this campaign is the largest winter campaign for Pure Michigan to date. The total winter advertising budget is $2.24 million, including $270,000 in funding committed by these partners.
“This year’s campaign demonstrates the diversity, beauty and adventure Michigan has to offer visitors during the winter months,” said George Zimmermann, Vice President of Travel Michigan, part of the Michigan Economic Development Corp. “Michigan is a premier four-season destination and we are excited to have so many new partners on board to help share that story to travelers across the region and beyond.”
The Pure Michigan Winter video series will feature a total of 13 videos celebrating Michigan’s winter offerings. The videos showcase attractions and activities that make winter in Michigan a terrific time to visit, including snowshoeing, snowmobiling, skiing and snowboarding, ice climbing, and ice sailing. From sweeping views of Michigan’s sparkling winter landscape to extreme sports in motion, the video provides expert commentary on different winter attractions and adventures.
The videos released today include a Winter Wonderland overview, as well as videos highlight snowshoeing, indoor water parks and winter ziplining in Michigan. Additional videos will be released over the next two months.
This year’s winter ad campaign features seven new partners in addition to the Michigan Snowsports Industries Association, which is a returning partner. The 2012-2013 winter partners are Cadillac, Detroit, Gaylord, Mt. Bohemia, Mt. Pleasant, Muskegon, Ski Michigan (MSIA), and the Wilds of Michigan.
The Pure Michigan television ads Snow Days and Chance of Snow and the radio ads Snow Day and Snow will air in the regional markets of Chicago, Ill., Indianapolis, Ind., Cincinnati, Cleveland and Columbus, Ohio, and Milwaukee, Wis. Additionally, the radio ads will air in Southern Ontario and a digital campaign will be targeted toward a new market, Minneapolis, Minn.
The Pure Michigan billboards — which highlight Michigan’s winter activities and scenic landscapes — will also being featured in these regional markets, as well as in St. Louis, Mo., Detroit, Grand Rapids, Flint, Lansing and Traverse City.
Other markets being targeted by partner ads include Ft. Wayne and South Bend, Ind., Toledo, Ohio, and Green Bay, Wis. as well as in-state markets. All partnership advertising also includes the Pure Michigan brand identity, a featured web presence on michigan.org and support for public relations and social media efforts.