For the first time, fall travel will be featured with summer travel in Pure Michigan’s national tourism campaign.
The group launched travel campaigns in 2006, regionally promoting summer travel. Currently, the regional campaigns feature all four seasons.
Dave Lorenz, with Pure Michigan, said the yearly travel numbers are down due to poor weather at the beginning of the traditional travel season. This campaign aims to extend that season into the fall.
“We decided to invest over seven million dollars into the fall campaign this year because we know the more people who are exposed to the truth about the experience you can have in Michigan during this time of year that means more people will come here and they will spend their time and their money at a traditionally slow time for the travel industry,” Lorenz said.
Lorenz said extending the travel season provides the state with more economic opportunities.
“Every time someone comes here, we never know what that might mean down the road,” Lorenz said. “Not only did they have a great leisure experience, maybe they’ll want to move here, want to invest here, go to school here or bring their business here.”
Lorenz said the goal is a four season national campaign. He said for now, the spring and winter campaigns will continue regionally.
