Pure Michigan Puts Snow in the Spotlight
LANSING – The forecast is in with a chance of snow, just in time for the launch of Pure Michigan’s winter advertising campaign. The radio and television spots highlight Michigan’s cold-weather recreation opportunities to travelers throughout the Great Lakes region.
Ads begin airing today, December 29, and will continue through the end of January. This year, eight private sector partners are participating in the winter regional campaign, which has a total budget of $1,526,512, including $254,004 from partners.
“Winter is a fantastic time to be in Michigan and this campaign inspires travelers across the region to make memories with their family and friends in our winter wonderland,” said David West, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “We have a strong winter tourism industry in Michigan, generating $3.6 billion for the economy last year, and we are looking to build on this heading into this year’s season.”
Manistee and The Henry Ford are new winter partners for this year’s advertising campaign. They join returning partners including Gaylord, Frankenmuth, Muskegon, Mt. Pleasant, St. Ignace, and the Michigan Snowsports Industries Association. These winter regional partners also accompanied by national partners Ann Arbor, Grand Rapids, Traverse City, and Great Lakes Bay Region.
The Pure Michigan television ads Snow Days and Chance of Snow will make their return this season, and will air in Cincinnati, Cleveland, Columbus, and Toledo Ohio.; Indianapolis, Fort Wayne, and South Bend Ind.; and Milwaukee and Green Bay Wis. Radio ads Snow Day and Snow will also return, airing in Chicago, Ill.; Cincinnati, Cleveland and Columbus, Ohio.; Indianapolis, Ind.; Milwaukee and Green Bay Wis.; and Southern Ontario.
Two new radio spots - Here’s to the Curious and Soul – will also make their debut during the winter advertising campaign. Here’s to the Curious highlights Michigan’s craft beer scene and Soul speaks to the spirit of Michigan’s cities and towns.
In addition to the advertising campaign, Pure Michigan will be encouraging people across the Great Lakes region to take a Snow Day this winter season. Each year countless of vacation days go unused in the U.S., and there is no better way to take advantage of one or two of those unused days than get out and enjoy the thrill of a snow day.
The 2014 Pure Michigan Winter Travel Guide is also available, offering ideas for fun winter travel activities for visitors and residents alike.
Individuals can request a free copy of the 2014 Pure Michigan Winter Travel Guide at michigan.org or by calling toll-free (888) 784-7328. The guide will also be available at the 14 Michigan Welcome Centers across the state as well as in a free, universally accessible digital edition, which will allow users to access the guide from their desktop and laptop computers, smartphones and tablets.
The publication also includes a guide to Michigan state parks and trails and a winter events calendar. This year, 100,000 copies of the winter guide have been printed at Quad Graphics in Midland, Michigan.
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.
Northwest Michigan Works! is an essential resource for employers and job seekers in the Northern Michigan area.Kathy Stuart, Michigan Rubber Products Human Resource Manager