As the temperature drops and the snow begins to fall, it's time for families, explorers, and winter enthusiasts to start planning winter trips in Michigan. Pure Michigan officially ushered in the winter, launching its regional Still Pure Michigan winter advertising campaign, which is currently on the major regional and intra-state markets until the end of February 2022.

"As winter approaches, adventure awaits us in the form of epic backcountry scenery of alpine skiing, fat bikes or snowshoeing," said Dave Lorenz, vice president of Travel Michigan, a subsidiary of the Michigan Economic Development Corporation. "Whether you are a lover looking for a new adventure or a family looking for the perfect winter vacation, we encourage everyone to experience this season the way they should."

The campaign will utilize radio and connected TV, online video and digital advertising, and social media. Two TV shows-Loud and Still Pure-showcased many outdoor activities that can be enjoyed in Michigan, while also encouraging safe travel.

The total advertising budget for this year’s winter is 3,030,833 US dollars. These attractions will appear in Detroit, Grand Rapids, Kalamazoo, Battle Creek, Lansing, Flint, Saginaw, Bay City, Traverse City, Cadillac, Marquette and Alpina In-state market. Out-of-state markets include Chicago, Cleveland, Columbus, Dayton, Cincinnati, Fort Wayne, Green Bay, Indianapolis, Louisville, Milwaukee, Minneapolis, South Bend and Toledo.

The launch of the Pure Michigan event coincided with the opening of many ski resorts in Michigan this year. Travelers can visit the COVID-19 policy page of the Michigan Snow Sports Industry to learn in advance how to ski and snowboard, while also being able to safely travel to resorts and ski areas across the state. Passengers are also encouraged to check the websites of their favorite ski areas for information about open days, safety agreements (such as mask requirements), and purchase tickets in advance.

"We are very happy to start pure Michigan sports again this winter," said Mickey McWilliams, chairman and executive director of the Michigan Snow Sports Industry Association. "Michigan and New York State are tied for the most ski resorts. Now all of our 50 regions are operating at high speeds to prepare for our season. Travel Michigan’s winter activities helped promote our state’s outstanding snow sports and attracted people from Tourists from surrounding states and other regions. At the beginning of the ski season, the Pure Michigan movement is now starting, which is a real driving force for our industry."

In addition to advertising campaigns, the Pure Michigan Winter landing page can also provide visitors with inspiration and information to plan the perfect winter vacation. In 2020, winter tourism in Michigan brought in $3.6 billion in expenditures for tourists. (Source: TravelUSA).

Encourage travelers and travel industry partners to use the hashtag #PureMichigan because they emphasize Michigan’s winter products and adventure activities. With more than 6,500 miles of snowmobile trails, 3,000 miles of cross-country skiing and snowshoeing trails, Michigan is the second largest ski resort in the United States, ranging from the family-friendly Rabbit Mountain to the highest vertical drop in the Midwest, Mt. Wave. Simia.

Pure Michigan continues to encourage residents to shop locally and support local businesses during the upcoming holidays and throughout the winter. The landing page michigan.org/supportlocal provides resources to help residents shop and dine locally, including links to vibrant downtowns filled with local shops specializing in decoration, fashion, pet toys, hardware, and more. In Michigan, independent bookstores are full of page-turning stories and gifts. To replenish energy, shoppers can go to a coffee shop in Michigan and buy a bag of beans to brew at home. From gift cards to local restaurants to shopping, the possibilities are endless. Statewide, the #SupportLocalMI tag also allows residents to show how to support local businesses this season.

"I strongly encourage shoppers to support the local area and consider gifts for travel during the upcoming holidays," Lorenz said. "Be sure to visit the unique shops in the city center, order a few meals from a local restaurant, eat a meal while shopping, or give a trip to Michigan as a special holiday gift. We can support small businesses in Michigan in many ways, and at the same time Let our loved ones spend a special holiday."

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