Autumn Comes to Life in Pure Michigan Advertising Campaign
LANSING, Mich. – There is still plenty of time to enjoy the summer weather in Michigan, but Pure Michigan is encouraging travelers to start thinking about cooler temperatures and vibrant colors with the launch of the 2015 fall advertising campaign on Monday, August 24.
“The fall travel season in Michigan provides travelers with breathtaking scenery, as well as unique activities not available other times of the year – such as cider mills and fall color tours,” said David Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “By growing awareness of Michigan’s fall travel opportunities, we can extend the travel season and help bring additional traffic to local businesses supporting our state’s tourism industry.”
The campaign, which includes regional and in-state television and radio spots, features 17 partners and will air through October 1. This year’s ads again feature the television spots Open Road, Nature of Trees, Deep Breath, Harvest Time and Tee Times and the radio spots Nature’s Greatest Show, Catch Up, Games on the Grass and Here’s to the Curious.
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.; 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 Laughing Whitefish Falls, Carp River Valley and the Pere Marquette River. Fall bus wraps in Chicago feature the Au Sable River, the Keweenaw Peninsula and Copper Harbor.
The 2015 Pure Michigan Official Fall Travel Guide is also now available to order on michigan.org and as a free, universally accessible digital edition, which will allow users to access the guide from their desktop and laptop computers, smartphones and tablets. This year’s cover photo is of Bond Falls in southern Ontonagon County.
The guide is free and features travel tips and destination features – such as Deer Camp, Autumn on the Straits and Creative Drives – alongside vibrant photography, a fall events calendar and state parks and camping information.
In tandem with the launch of the advertising campaign and fall guides, michigan.org and Pure Michigan social channels including Facebook, Twitter, Instagram and the Pure Michigan blog are now featuring fall imagery as well.
The total fall advertising budget of $2.39 million includes $935,778 in funding committed by this year’s private sector partners through the Travel Michigan Ad Partnership Program. In total, in 2015 there has been more than $5.7 million in partner funding committed to the Pure Michigan advertising campaign.
Fall In-State and Regional Partners
Beachtowns (Grand Haven, Holland, Muskegon, Saugatuck, Silver Lake Sand Dunes, South Haven, St. Joseph)
Michigan Apple Committee (This radio ad will air through November 1, 2015)
Grand Rapids (2015 fall regional partner)
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.
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