What's happening: For the second consecutive year, Visit Keweenaw is promoting a winter marketing campaign, Adventure North. The aim is to encourage outdoor enthusiasts to travel to the snowy peninsula and take advantage of fresh powder for a host of outdoor activities, including alpine skiing, cross-country skiing and snowshoeing, tubing, snowmobiling and fat tire biking.
The campaign: This year's campaign includes imagery and videography captured by Marquette-based Aaron Peterson Studios. The campaign highlights snowfall and outdoor recreation opportunities. "We really wanted to capture the spirit of a Keweenaw winter. Our winters aren't for the faint of heart. There's a level of tenacity required to live and play here during the cold months, so it's not for the faint of heart," says Brad Barnett, executive director of Visit Keweenaw, the lead destination marketing organization of Houghton and Keweenaw counties.
Market focus: Much of the campaign effort is focused on Green Bay, Wisconsin, Minneapolis, and Northern Michigan. The Keweenaw's snow travelers tend to be closer geographically and more prone to spur-of-the-moment weekend roads trips driven by snow accumulation. The Keweenaw Peninsula receives about 270 inches of snow each year.
What's next: Snow. And visitors. "Obviously, reliable snow conditions play a role in where visitors vacation, and that's our major advantage. But we have to make the case that coming to the Keweenaw, compared to closer destinations," Barnett says.
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