Travel Michigan Accelerates Summer Campaign with $16.7 Million in Ad Buys in Local Midwest Markets

Ads touting Michigan as a summer vacation destination began running in key state and Midwest markets.

Michigan Travel plans to spend $16.7 million on the 2022 warm weather travel campaign using the iconic Pure Michigan theme.

The TV ads will air through August 31 in out-of-state markets including Chicago, Cincinnati, Cleveland, Columbus, Dayton, Fort Wayne, Green Bay, Indianapolis, Milwaukee, Minneapolis, South Bend, Toledo, Atlanta, Louisville and St. Louis. Local ads will appear in Alpena, Detroit, Flint, Grand Rapids, Lansing, Marquette and Traverse City.

The summer travel campaign will also include online videos and digital, social media and radio ads, as well as 96 static billboards in regional and national markets from April 11 through May 8. A double-decker bus in downtown Chicago will also display a Pure Michigan ad from April 11 through May 8.

“Spring is upon us, and with warmer temperatures ahead, our new Spring/Summer advertising campaign, designed to remind audiences of Michigan’s beauty and diversity in summer,” said Dave Lorenz, Vice President of Travel Michigan, a unit of Michigan Economic Development Corporation.said in a statement, “We continue to evolve the ways we inspire travel to and within the state, sharing our diversity of people and places using a variety of new techniques to amplify the message on Pure Michigan as the perfect warm weather vacation destination.”

Narrated by actor and comedian Tim Allen, new television commercials this year promote Michigan as a destination for golfers and outdoor recreation.

The campaign includes 22 travel industry partners who have contributed $1.5 million.

An annual analysis of the Pure Michigan promotion concluded that the summer advertising campaign influenced $2.2 billion in traveler spending in Michigan, which generated $142 million in tax revenue in the state of Michigan.

Travel Michigan is restarting the Pure Michigan campaign this year after the promotion was largely silent in 2020 during the first year of the COVID-19 pandemic and scaled back in 2021.

The state budget for the current fiscal year included $30 million for Travel Michigan to run the Pure Michigan campaign. Last fall and winter, Travel Michigan invested $3 million in a regional campaign to promote the state as a winter travel destination.

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