Why would an organization in the great state of Michigan try to make inroads into other great states in its neck of the woods, namely Indiana and Ohio? The answer is simple: It wants Indianans and Ohioans to leave their respective states and vacation in Michigan, and its using radio to make the suggestion.
In particular, it is encouraging citizens of Indiana and Ohio to visit Western Michigan, and even more particularly, it is pushing the city of Kalamazoo. In fact, the agency is called Discover Kalamazoo.
Kalamazoo County counts on tourist dollars, and according to a report from WWMT Newschannel 3, it’s worth $200M annually to the jurisdiction and provides employment for 5,000 individuals.
The radio campaign is called “Pure Michigan.” It will tout the vacation attractions offered by the area, which includes skiing in the winter many other types of outdoor recreation in the spring and summer.
RBR-TVBR observation: This is an idea to pitch to organizations representing resort areas throughout the nation, along with resort businesses. During a time when consumer budgets are still stretched pretty thin, an efficient and relatively inexpensive radio campaign that targets areas within driving distance makes a whole lot of sense.