The campaign has been placed throughout the state and in surrounding states for the coming weeks. Pure Michigan winter billboards have gone up in Michigan, Illinois, Indiana, Ohio and Wisconsin, with TV and radio ads to follow beginning 1/2. The winter ad campaign will run through early February.
The Michigan Snowsports Industries Association radio ad, “Ski the Hills of Michigan” will air in Fort Wayne, IN, Toledo, Ohio and Green Bay, WI, as well as here in Grand Rapids and in Lansing, MI. The TV ads will also air in these regional markets, as well as in Chicago, Indianapolis and South Bend, IN, Cincinnati, and Milwaukee.
See the ads here:
Hear the radio ads:
The winter ad budget of $1.66 million includes $30,000 in funding from the Michigan Snowsports Industries Association as part of the Travel Michigan Ad Partnership Program. The program started in 2002 with a budget of $330,000. In 2011, the overall partnership and ad budget, which includes matching funds from Travel Michigan, has expanded to more than $6 million and included national partnerships for the first time.
The Pure Michigan billboards – which highlight snowmobiling, snowboarding and ice climbing – are in all of the aforementioned markets, plus in Detroit, Grand Rapids, Flint, Lansing and Traverse City.
Travel Michigan, part of the Michigan Economic Development Corporation, is the State of Michigan’s official agency for the promotion of tourism. Travel Michigan markets the state’s tourism industry and provides valuable visitor information services.