Pure Michigan begins winter campaign

What is going on: Pure Michigan — Vacation Michigan’s official advertising arm — is starting up its winter tourism marketing campaign for 2022-23, showcasing many pieces of the Upper Peninsula and Northern Michigan as winter season trip places. The campaign contains two new advertising and marketing places, focusing on the like of winter and wintertime-based mostly powersports.

Facts and expenditures: Travel Michigan is hoping for a potent wintertime tourism time with quantities equivalent to the past two winters. The marketing campaign is budgeted for $2.3 million, with $446,000 coming from industry companion contributions. According to TravelUSA, the 2021 marketing campaign created $2.9 billion statewide for the winter season months.

Preserving the wintertime tourism dependable would be beneficial to compact companies in the region. Regional tourism bureaus and chambers of commerce throughout the U.P. estimate that summer months tourism took a slight drop this calendar year, with reduced quantities than 2020 and 2021, but larger than pre-pandemic quantities in 2017-2019.

What they are indicating: “Michigan is proud to be regarded for becoming the great four-time journey desired destination,” said Dave Lorenz, vice president of Journey Michigan, element of the Michigan Financial Advancement Corporation. “Outdoor fans and households alike are planning and planning for a correct Michigan winter season. No matter whether your things to do are skiing, snowmobiling, checking out vibrant downtowns, ice fishing, ice climbing or more, our message is distinct: Michigan is your winter season playground.”

Emotion the holiday break spirit: The promotion marketing campaign will return to national and streaming television media with pushes on Hallmark and Hallmark Flicks and Mysteries. The network has its highest viewership in November and December for its a variety of holiday getaway movies.

The campaign will also strike big metropolitan areas like Chicago, Eco-friendly Bay and Minneapolis. These cities have significant populations of previous Higher Peninsula inhabitants, reminding them that they way too can go again household like lots of of the figures in the Hallmark holiday getaway flicks.

Hitting the trails The winter tourism campaign will emphasize the state’s expansive trail community, applied for cross-place skiing, snowmobiling and snowshoeing in addition to downhill skiing resorts.

“We are really enthusiastic about this year’s Pure Michigan partnership chance. It gives us with the award-successful platform to showcase the fantastic snowboarding available in Michigan from the western Higher Peninsula to southeast Michigan,” says Mickey MacWilliams, executive director of the Michigan Snowsports Industries Affiliation. “The marketing campaign is launching just in time, as the weather changes and vacationers glimpse for new snow athletics options.”