Pure Michigan begins winter campaign - includes U.P.

What's happening: Pure Michigan — Travel Michigan’s official advertising arm — is starting its winter tourism advertising campaign for 2022-23, showcasing many parts of the Upper Peninsula and Northern Michigan as winter vacation destinations. The campaign includes two new advertising spots, focusing on the love of winter and winter-based powersports.

Data and costs: Travel Michigan is hoping for a strong winter tourism season with numbers similar to the past two winters. The campaign is budgeted for $2.3 million, with $446,000 coming from industry partner contributions. According to TravelUSA, the 2021 campaign generated $2.9 billion statewide for the winter months.

Keeping the winter tourism consistent would be beneficial to small businesses in the region. Local tourism bureaus and chambers of commerce across the U.P. estimate that summer tourism took a slight drop this year, with lower numbers than 2020 and 2021, but higher than pre-pandemic numbers in 2017-2019.

What they're saying: “Michigan is proud to be known for being the ideal four-season travel destination,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “Outdoor enthusiasts and families alike are preparing and planning for a true Michigan winter. Whether your activities are skiing, snowmobiling, visiting vibrant downtowns, ice fishing, ice climbing or more, our message is clear: Michigan is your winter playground.”

Feeling the holiday spirit: The advertising campaign will return to national and streaming television media with pushes on Hallmark and Hallmark Movies and Mysteries. The network has its highest viewership in November and December for its various holiday films.

The campaign will also hit major cities like Chicago, Green Bay and Minneapolis. These cities have large populations of former Upper Peninsula residents, reminding them that they too can go back home like many of the characters in the Hallmark holiday movies.

Hitting the trails The winter tourism campaign will highlight the state’s expansive trail network, used for cross-country skiing, snowmobiling and snowshoeing in addition to downhill skiing resorts.

“We are really excited about this year’s Pure Michigan partnership opportunity. It provides us with the award-winning platform to showcase the great skiing available in Michigan from the western Upper Peninsula to southeast Michigan,” says Mickey MacWilliams, executive director of the Michigan Snowsports Industries Association. “The campaign is launching just in time, as the weather changes and travelers look for new snow sports opportunities.”