It’s hard, if not impossible, to beat the beauty of Michigan when it comes to leaf peeping and other autumn activities. To encourage travel to the state, the award-winning Pure Michigan advertising campaign has launched a regional and in-state advertising campaign, including a new TV advertising spot, “Are We There Yet?” After another busy summer travel season, these efforts have the aim on supporting Michigan’s $26.3 billion travel industry and its many related small businesses through the fall season when temperatures cool and the leaves begin to change.
“Fall is not only a beautiful time in Michigan’s forested areas, it’s a time to celebrate the unique attributes of our cities and support your favorite destinations and small businesses,” says Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “Through our regional and in-state fall advertising campaign, and digital content efforts like our new video series on Michigan trails, we hope people are inspired to explore Pure Michigan, safely.”
The $1.45 million fall campaign, running from August 30 through October 31, will feature fall imagery from around Michigan and will run in key regional markets, including Chicago, Cincinnati, Cleveland, Columbus, Ft. Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend and Toledo, as well as in-state markets, including Detroit, Flint, Grand Rapids, Lansing and Traverse City. A fall-themed, Pure Michigan-branded double-decker bus will also be seen in downtown Chicago. Digital and static billboards will be live in eight key markets, respectively, and the campaign will utilize digital display advertising, paid social and paid search advertising as well.
Urban centers will be highlighted in a campaign that’s excusive to the in-state market and will include paid social, including Facebook and Instagram video, and digital display advertising. These efforts are aimed at helping relieve the economic impact on cities and their substantial travel economies, due to the pandemic, and highlight well-known and hidden gem urban experiences to enjoy during the fall season.
Travel Michigan will continue its year-long celebration of Pure Michigan’s 15th Anniversary during the fall season, including another release of Short’s Pure Michigan Autumn IPA, made with 100 percent Michigan ingredients to embody the fall harvest season.
To learn more about planning a meeting in Michigan, whether in a city or a less urban setting, visit meetingsmichigan.com.