Pure Michigan is launching its winter advertising campaign to inspire travelers to plan their winter getaways and adventures in Michigan. Tourism is one of the state’s top industries.
The campaign features a new advertising spot — “Fresh Start” — that highlights the diversity of Michigan’s winter recreation opportunities while showcasing the beauty of the state’s natural landscapes.
The $425,000 campaign for winter 2023-24 is running now across digital, connected TV, social media, and paid search targeting consumers in key in-state and regional out-of-state markets, including Detroit, Lansing, Grand Rapids, Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend and Toledo, and will continue through the end of January.
Winter travel is a key contributor to the tourism industry’s impact on Michigan’s economy. More than 125 million visitors spent $27.3 billion in Michigan in 2022, resulting in $48.5 billion in total economic impact, according to Tourism Economics, a global travel data provider.
Michigan is home to more than 6,500 miles of snowmobile trails, 3,000 miles of cross-country skiing and snowshoeing trails, and ranks second in the nation for total number of ski areas and resorts, boasting everything from family-friendly learning areas to powder-filled slopes and the tallest vertical drop in the Midwest.
Michigan’s cities and downtowns offer events, festivals, and a host of opportunities to embrace the winter season. Visit here to review holiday celebrations, winter festivals, and culinary, arts, and cultural experiences in communities across the state.
“Michigan is America’s ideal four-season travel destination, and we are proud to offer winter adventures and experiences for outdoor enthusiasts and families alike,” says David Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corp. “Whether it’s skiing, snowmobiling, ice fishing, fat tire biking, or visiting our world-class museums and vibrant downtowns, Michigan is your winter playground.”
This season’s winter campaign also includes a $50,000 pilot social media partnership with the Michigan Snowsports Industries Association (MSIA) designed to promote snow sports activities and destinations across Michigan’s two peninsulas, supported by $25,000 in matching partner funds from MSIA.
“We are thrilled to partner with Pure Michigan to showcase the great skiing, snowboarding, and all kinds of winter fun available in Michigan, from the western Upper Peninsula to metro Detroit,” says Mickey MacWilliams, executive director of the MSIA. “The timing of the campaign is perfect. As the weather continues to change, travelers are looking for new snow sports opportunities as they plan their winter vacations.”
In addition to the advertising campaign, the Pure Michigan Winter landing page provides visitors with information to plan a winter getaway.
Those looking for travel ideas also can check out this year’s Fall and Winter Travel Guide to the adventures and experiences available to visitors and Michiganders alike. The guide also offers a digital and universally accessible format, allowing travelers to access the guide from a desktop and mobile devices while on the go. Hard copies of the guide also can be found at the 14 Michigan Department of Transportation Welcome Centers across the state.
