LANSING — A new Pure Michigan digital media campaign running through early December is highlighting fishing and hunting opportunities throughout the state. As part of the campaign, Outdoorhub.com is featuring a custom Pure Michigan landing page providing key information for sportsmen, hunting and fishing news and updates, and original content and videos.
“Michigan is a terrific destination for sportsmen and sportswomen and we are excited to showcase our state’s unique hunting and fishing opportunities through this campaign,” said George Zimmermann, vice president of Travel Michigan, part of the Michigan Economic Development Corp. “This campaign builds on our state’s strong hunting and fishing heritage, while advancing our goal of attracting new out-of-state visitors here to Michigan.”
The campaign is a digital campaign only, with online banner ads and site wraps on targeted outdoor enthusiast sites, including MichiganSportsman.com and OhioGameFishing.com, in addition to the landing page on Outdoorhub.com. Outdoorhub.com has the largest audience of sportsman online. The Pure Michigan landing page will include videos from Michigan resident experts on topics such as Upland Game Hunting. These videos will also be available on the fishing and hunting pages at michigan.org, which include links to maps, associations, hunting and fishing guides and how to purchase licenses and tags online.
The campaign will focus on fishing through Oct. 22, welcoming anglers to their “new favorite spot.” The hunting ads will then begin and continue through Dec. 5 with a message to sports enthusiasts to “Let the hunt begin.”
Pure Michigan has also added hunting and fishing-specific tabs to the Pure Michigan Facebook page. The new tabs provide resources, tips, and inside information on the best spots to hunt, what to bring on a hunting trip in Michigan and more. With more than 400,000 fans of Pure Michigan on Facebook, the tabs also provide a place for hunters and anglers to join conversations about taking to the woods or water in search of that trophy buck or record breaking King.
According to the Michigan Department of Natural Resources in 2011, more than 1 million anglers cast their line in Michigan, with more than 193,000 coming from out-of-state. Additionally more than 777,000 people hunted in the state last year, the vast majority of which were Michigan residents. There were 1.16 million fishing licenses sold in 2011, and more than 2.3 million hunting licenses sold.
“In recent years there has been a slight decline in the number of hunters and anglers taking part in hunting and fishing here in the state,” Zimmermann said. “This campaign is targeted to that audience, and will hopefully help to reverse that trend and grow the number of hunters and anglers in Michigan – especially sportsmen and sportswomen coming in from out-of-state.”
Travel Michigan, part of the MEDC, markets the state’s tourism industry and provides valuable visitor information services. For Michigan travel news and updates, visit michigan.org.