Travel Michigan ushers in the spring season starting Monday, March 14 with the launch of the award-winning Pure Michigan national advertising campaign and the release of three new Pure Michigan television commercials. The new commercials will be part of a rotation that will run on national cable channels through June.
The new 30 second ads aim to inspire travelers to take to the road to find the unexpected, savor life – and a Michigan craft beer – and experience the farm-to-table revolution thriving in the state’s fertile ground. The spots, titled Along the Way, Fertile Ground and Small Batches are a part of the evolution of the Pure Michigan campaign as it celebrates its 10th anniversary.
“These ads offer a new energy and vitality that will help to carry the brand forward into the next decade, while continuing to evoke the emotional connection that has been at the core of the Pure Michigan campaign since day one,” says Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation.
Destinations across the state are featured in the new spots, including the Mackinac Bridge, Brewery Vivant, Jolly Pumpkin Artisan Ales, Bonobo Winery, Trattoria Stella, Selden Standard, Dinosaur Gardens, Empire Hops Farm, the Michigan Farm Initiative and the Platte River.
The 2016 Official Pure Michigan Travel Guide has also been released, offering inspiration and information to travelers planning their summer vacation in Michigan. This year’s cover photo features a kayaker at Turnip Rock near Port Austin and the spring and summer winning photos from the Pure Michigan Moments Photo Contest are also included in the guide.
The travel guide is free and available in both print and digital versions. Feature stories this year include A Walk in the Park, highlighting Michigan’s national parks; Taste Trip, a statewide food festival roundup; City Sidewalks; Tip of the Mitt, exploring the Mackinac region; the magic of Belle Isle and Motown Must-sees; Fish On!; It’s a Shore Thing; and, Beautiful Drives, highlighting golf courses in the state known for scenic beauty and challenging play.
The michigan.org website and Pure Michigan social media channels will also be switching over to spring and summer imagery and, combined with the launch of the national advertising campaign and travel guide, are kicking off the warm weather vacation planning season.
In addition to the three new television spots, other brand ads airing as part of the national advertising rotation will include 14 Clubs, Fresh, Lost and Found, Open Road, Perfect Summer, Sand, A Simple Sunrise, Tee Times, Timeless & True, Treasure and Up in the Air.
These ads are expected to air more than 5,000 times between March 14 and early June on national cable channels including A&E, Bravo, Hallmark Channel, Lifetime, Lifetime Movie Network, OWN, WE, Cooking Channel, Food Network, HGTV, DIY, TLC and Travel Channel. Spots will also run on Hulu for the first time.
This year’s national campaign will again feature ads from five national partners – Ann Arbor, Grand Rapids, Great Lakes Bay Region, The Henry Ford and Traverse City. National partner ads will begin airing in the rotation the week of April 4. Additionally, The Henry Ford ad is airing all year on the Saturday CBS program “The Henry Ford Innovation Nation,” hosted by Mo Rocca. Each of the five national partners contributed $500,000 as part of the Travel Michigan Partnership Advertising Program, increasing the overall budget of the national advertising campaign by $2.5 million.
The total budget for this year’s national advertising campaign is $12 million, including the $2.5 million contributed by the national partners and Travel Michigan’s matching funds.
“The most recent data show the Pure Michigan campaign helped to drive $1.2 billion in out-of-state visitor spending in Michigan generating a strong return on investment for the state and supporting investments and jobs in our tourism industry,” said Lorenz. “We will continue to work closely with our partners in the industry to build on this success and find exciting new ways to collaborate moving forward.”
Pure Michigan television and radio advertising spots, and other videos, are available on the Pure Michigan You Tube Channel. Individuals may request a copy of the 2015 Official Pure Michigan Travel Guide at michigan.org or by calling toll-free at (888) 784-7328. The guide will also be available at the 14 Michigan Welcome Centers across the state.