Pure Michigan launches expanded winter campaign (video)


Television, radio and billboard ads in key markets in Michigan, Illinois, Indiana, Ohio and Wisconsin will launch 12/31 and run through the end of January. Pure Michigan is also launching a new interactive video series to highlight the wide variety of activities available in Michigan throughout the winter season.

With seven new partners participating in the winter campaign through the Travel Michigan Ad Partnership Program this campaign is the largest winter campaign for Pure Michigan to date.  The total winter ad budget is $2.24 million, including $270,000 in funding committed by these partners, including the Michigan Snowsports Industries Association (a returning partner), the cities of Cadillac, Detroit, Gaylord, Mt. Bohemia, Mt. Pleasant, Muskegon, Ski Michigan and the Wilds of Michigan.

“This year’s campaign demonstrates the diversity, beauty and adventure Michigan has to offer visitors during the winter months,” said George Zimmermann, VP/Travel Michigan, part of the Michigan Economic Development Corporation.  “Michigan is a premier four-season destination and we are excited to have so many new partners on board to help share that story to travelers across the region and beyond.”

The Pure Michigan Winter video series will feature a total of 13 videos celebrating Michigan’s winter offerings. The videos showcase attractions and activities that make winter in Michigan a terrific time to visit, including snowshoeing, snowmobiling, skiing and snowboarding, ice climbing, and ice sailing. From sweeping views of Michigan’s sparkling winter landscape to extreme sports in motion – the video provides expert commentary on different winter attractions and adventures.

The videos include a Winter Wonderland overview, as well as videos highlight snowshoeing, indoor water parks and winter ziplining in Michigan.  Additional videos will be released over the next two months.

See one of the videos:


The Pure Michigan television ads Snow Days and Chance of Snow and the radio ads Snow Day and Snow will air in the regional markets of Chicago, Indianapolis, Cincinnati, Cleveland, Columbus and Milwaukee.  Additionally, the radio ads will air in Southern Ontario and a digital campaign will be targeted toward a new market, Minneapolis.

The Pure Michigan billboards – which highlight Michigan’s winter activities and scenic landscapes – will also being featured in these regional markets, as well as in St. Louis, Detroit, Grand Rapids, Flint, Lansing and Traverse City. Other markets being targeted by partner ads include Ft. Wayne and South Bend, Toledo, Green Bay, as well as in-state markets. All partnership advertising also includes the Pure Michigan brand identity, a featured web presence on michigan.org and support for PR and social media efforts.