(WWJ) -- With summer coming to an unofficial close this Labor Day weekend, fall is right around the corner, and Michigan’s 19 million acres of forests will soo be ablaze with crimsons, oranges and golds.
The award-winning Pure Michigan advertising campaign is launching a new in-state and regional ad campaign this week, encouraging Michiganders and out-of-state visitors to “slow down for a dazzling fall color tour along scenic routes, highways, coastlines and cityscapes in the fall.”
A new TV-spot entitled “Are We There Yet?” released Monday invites audiences to explore fall in Michigan.
The folks at Pure Michigan say “after another busy summer travel season, these efforts aim to sustain and support Michigan’s $26.3 billion travel industry and its many related small businesses through the fall season when temperatures cool and the leaves begin to change.”
“Fall is not only a beautiful time in Michigan’s forested areas, it’s a time to celebrate the unique attributes of our cities and support your favorite destinations and small businesses,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Through our regional and in-state fall advertising campaign, and digital content efforts like our new video series on Michigan trails, we hope people are inspired to explore Pure Michigan, safely.”
Travelers can find a gallery of fall Michigan photos, as well as popular destinations across the Great Lakes State at michigan.org/fall and on social media using #PureMichigan.
The $1.45 million fall campaign will run from Aug. 30 to Oct. 31 and feature fall imagery from around the state. The ads will run in key regional markets like Chicago, Cincinnati, Cleveland, Green Bay, Milwaukee, Indianapolis, and others. It will also be shown across in-state markets.
Officials say a fall-themed, Pure-Michigan double-decker bus will be seen in downtown Chicago, while digital and static billboards will be in eight key markets.
But the campaign won’t just be highlighting Michigan’s scenic, forested areas -- Pure Michigan also plans to highlight the state’s urban centers, often among the state’s most popular and dynamic destinations in the fall.
A $400,000 campaign running concurrently will aim to hel “relieve the economic impact on cities and their substantial travel economies, due to the pandemic and highlight well-known and hidden gem urban experiences to enjoy during the fall season.”