Pure Michigan launches $16.7 million hot weather ad campaign in the Midwest

LANSING — The award-winning Pure Michigan ad campaign returns for audiences across the Midwest this spring to inspire travel to Michigan this year. In addition to the ads served, travelers can plan their perfect vacation using various digital platforms and resources available on michigan.org.

This year, the total advertising budget for warm weather is $16,694,642. The campaign will include 22 industry partners contributing a total of $1,520,000. In 2019, the most recent year a report was compiled, the summer ad campaign influenced $2.2 billion in traveler spending and $142 million in Michigan state tax revenue. (Source: SMAInsights).

“With warm weather on the horizon, I encourage travelers to explore nearby communities, spend time with loved ones, and make new memories this spring and summer at Pure Michigan,” Governor Gretchen Whitmer said. . “The Pure Michigan campaign is designed to remind travelers of the beauty and diversity of Michigan destinations and seek out their purest, most unforgettable moments of warm weather travel.”

Pure Michigan’s regional and in-state hot weather broadcast and connected TV ad campaign will run in key markets through August 31, 2022. The campaign will include two all-new TV ads, “On the Street” and “On Repeat,” highlighting the many varied destinations and experiences Michigan offers while encouraging travelers to pursue their own unique experiences. Additional adverts featured include 14 Clubs, Along the Way, Perfect Summer and Wish You Were Here.

The ads will run in out-of-state markets including Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend, Toledo, Atlanta, Louisville and St. Louis. State markets include Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette and Traverse City.

“Spring is upon us, and with warmer temperatures ahead, our new Spring/Summer advertising campaign, designed to remind audiences of Michigan’s beauty and diversity in summer,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “We continue to evolve the ways we inspire travel to and within the state, sharing our diversity of people and places using a variety of new techniques to amplify the message about Pure Michigan as ideal holiday destination in hot weather.”

The campaign will also use online video and digital ads, social media and radio ads including Road Trip, Field Trip, First Tee, Gone Fishing, Songs of Summer and Soul 2. Additionally, 96 static billboards will be visible in the regions and in state markets from April 11 to May 8, inviting them to plan a getaway to Michigan. The Pure Michigan brand will also be displayed on a double-decker bus in downtown Chicago from April 11 through May 8.

The summer campaign will include a Motown radio station takeover of Pandora’s Motown station starting April 11. Pure Michigan will be featured on the Motown Station Playlist, reaching an organic audience of over 300,000 Motown music listeners each month.

The 2022 Pure Michigan Travel Guide will be available as both a free magazine and a universally accessible digital guide in April. Marquette’s Almost Isle Park is featured on the cover of the superb 90-page four-colour guide. Features include Great Outdoors, City Escapes, Along the Shore, Upper Peninsula Arts & Culture, Eat & Drink, Beach Plus, Summer of Your Dreams, Make it Marquette and Golf Paradise.


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