Michigan Winter Tourism Campaign Begins With ‘Cozy’ Theme

Temperatures are dropping and snow is starting to fall, and it’s time for families, adventurers, and winter enthusiasts to start planning their Michigan winter travel activities. Pure Michigan officially welcomes winter with the launch of its regional advertising campaign for the Still Pure Michigan winter season, which now runs in major regional and national markets through the end of February 2022.

“As winter approaches, adventure awaits us in the form of downhill skiing, biking or snowshoeing in epic backcountry landscapes,” said Dave Lorenz, vice president of Travel Michigan, which is part of the Michigan Economic Development Corporation. “Whether you’re an enthusiast looking for a new adventure or a family looking for the perfect winter getaway, we encourage everyone to get out there and experience the season the way it’s meant to be.”

The campaign will use broadcast and connected television, online video and digital advertising and social media. Two TV spots – Loud and Still Pure – showcase the many outdoor activities that can be enjoyed in Michigan while encouraging safe travel.

This year’s total winter advertising budget is $ 3,030,833. The spots will be visible in state markets including Detroit, Grand Rapids, Kalamazoo, Battle Creek, Lansing, Flint, Saginaw, Bay City, Traverse City, Cadillac, Marquette and Alpena. Out-of-state markets include Chicago, Cleveland, Columbus, Dayton, Cincinnati, Fort Wayne, Green Bay, Indianapolis, Louisville, Milwaukee, Minneapolis, South Bend, and Toledo.

The launch of the Pure Michigan campaign comes just before many Michigan ski resorts open for the year. Travelers can check in advance to find out how skiing and snowboarding while traveling safely to resorts and ski areas across the state by visiting Michigan Snowsports Industries COVID-19 Policy Page. Travelers are also encouraged to check the websites of their preferred ski areas for information on opening day, safety protocol such as mask requirements, advance ticket purchase, etc. .

“We are thrilled to relaunch the Pure Michigan campaign this winter,” said Michigan Snowsports Industries Association President and Executive Director Mickey MacWilliams. “Michigan is tied with New York for the most ski areas in the country and right now our 50 areas are working hard to prepare for our season. Travel Michigan’s winter campaign helped raise awareness of major snow sports in our state, reaching travelers from surrounding states and beyond. Launching the Pure Michigan campaign now, just as the ski season begins, is a real boost to our industry. “

In addition to the advertising campaign, the Pure Michigan Winter landing page is available to provide visitors with the inspiration and information needed to plan the perfect winter getaway. In 2020, winter tourism generated $ 3.6 billion in travel spending in Michigan. (Source: TravelUSA).

Travelers and travel industry partners are encouraged to use the hashtag #PureMichigan to highlight winter deals and adventures across Michigan. Michigan is home to over 6,500 miles of snowmobile trails, 3,000 miles of cross-country ski and snowshoe trails, and is second in the country for ski areas offering everything from family-friendly bunny hills to the highest vertical drop. from the Midwest to Mt. Bohemia.

Pure Michigan continues to encourage residents to buy locally and support local businesses during upcoming vacations and throughout the winter season. The michigan.org/supportlocal landing page offers resources that help residents shop and eat locally, including links to bustling downtown areas full of local stores specializing in home decor, fashion, toys for kids. pets, hardware and more. Independent bookstores around Michigan are full of stories and page-turning giveaways. To refuel, shoppers can visit one of Michigan’s cafes and get a bag of beans to make at home. From gift cards to local restaurants to shopping, the possibilities are endless. Statewide, the #SupportLocalMI hashtag also allows residents to feature ways to support local businesses this season.

“I strongly encourage buyers to support Local and consider the gift of traveling during the upcoming holiday season,” said Lorenz. “Be sure to visit your unique downtown boutiques, order a few meals at local restaurants, grab a meal while you shop, or present a Michigan getaway as a special vacation gift. many ways to support Michigan small businesses while making vacations special for our loved ones. ”


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