Travel Michigan Launches $ 3M Ad Campaign Promoting Winter Recreation

The Pure Michigan travel promotion returned this month with a $ 3 million campaign to promote the state as a winter destination.

Michigan Travel will run broadcast ads, online and on social media through February in the state and in major outside markets in the Great Lakes region. The advertisements focus on winter activities such as skiing, snowboarding and snowmobiling.

“As winter approaches, adventure awaits us in the form of downhill skiing, fat biking or snowshoeing in epic backcountry landscapes,” said Dave Lorenz, vice -Chairman of Travel Michigan, a unit of Michigan Economic Development Corp., in a statement. . “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.”

Travel Michigan will run statewide ads in Detroit, Grand Rapids, Kalamazoo, Battle Creek, Lansing, Flint, Saginaw, Bay City, Traverse City, Cadillac, Marquette and Alpena. The campaign will target markets outside of Chicago, Cleveland, Columbus, Dayton, Cincinnati, Fort Wayne, Green Bay, Indianapolis, Louisville, Milwaukee, Minneapolis, South Bend and Toledo.

Travel Michigan urges travelers to follow COVID-19 safety protocols and to call or visit their destination’s website for any requirements.

Winter travel to Michigan alone generated $ 3.6 billion in traveler spending in 2020, according to Travel Michigan, citing data from TravelUSA.

“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, ” Michigan Snow Sports Industries Association President and CEO Mickey MacWilliams said in a recent announcement on the Winter Travel Campaign. “Launching the Pure Michigan campaign now, just as the ski season begins, is a real boost to our industry.”

As MiBiz reported in October, Gov. Gretchen Whitmer and lawmakers agreed in a state’s fiscal 2022 budget deal to allocate $ 30 million to promoting Pure Michigan. The restoration of funding came after nearly two years when the promotion fell silent and as Michigan’s tourism industry recovers from the economic effects of the pandemic and COVID-19 cases and hospitalizations increase across the country. ‘State.

Recent analysis shows Michigan’s tourism industry in 2020 shrank sharply as COVID-19 raged in state and the United States

Traveler spending in 2020 fell 28.4%, or $ 7.5 billion, to $ 18.8 billion, according to analysis by Philadelphia-based Tourism Economics Inc. for Travel Michigan. The year-over-year decline in travel spending was also more than double the $ 3.2 billion growth from 2015 to 2019.

Visits to the state last year fell 15.7% to 105.9 million, wiping out 10 years of gains.

“The results of visitors and visitor spending in 2020 have been significantly impacted by the pandemic. Limitations and restrictions on mobility, as well as economic disruptions, hit travel hard, ”says the analysis of the tourism economy. “Visiting levels in 2020 were similar to those seen in 2011 (and) the pandemic reduced the growth in visits relative to the number of visitors from Michigan by almost a decade.”

Accommodation suffered the biggest financial blow in 2020, falling nearly 35% to $ 3.97 billion, according to Tourism Economics.

In addition, tourism-related employment fell by more than 26 percent to 170,331, or more than 60,400 jobs.

Comments are closed.