As Michigan ushers in the vibrant colors of fall, the season goes beyond the changing leaves and pumpkin spice lattes. From tailgates to apple orchards and bonfires to fall color tour excursions, fall in Michigan is truly magic.
Pure Michigan is encouraging travelers to experience fall through a whole new filter, and sharing those experiences with the hashtag #FallFilter on Twitter and Instagram, in addition to the popular #PureMichigan hashtag. Fans can also tag Pure Michigan on Facebook when they share their favorite fall roadtrip.
“Fall in Michigan provides a new perspective for experiencing everything from beautiful hidden gems along a scenic route to the traditions and events that celebrate the season in cities throughout the state,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Through our regional fall advertising campaign, and our new #FallFilter digital effort we hope to inspire new fallgetaways throughout the state while also encouraging travelers to share those experiences across social media channels.”
Pure Michigan will also be working with publications such as Buzzfeed and Michigan-based influencers to highlight fall travel destinations and activities in regions throughout the state as part of the #FallFilter campaign.
Travelers looking to plan their fall getaway can visit michigan.org/fall or order a free Pure Michigan Fall Travel Guide or access the digital guide at michigan.org. The fall guide features River Road National Scenic Byway on the cover and articles including Your Guide to the Sunrise Side, Play by the Bay, Vintage Michigan highlighting Michigan wineries, Fall Hikes and Family Getaways.
In addition to ordering online, the Fall Travel Guide is available in the 14 Welcome Centers located throughout Michigan.
Leaf peepers can also sign up to receive a weekly fall color update at michigan.org/fall.
The Pure Michigan campaign is promoting fall through its advertising campaign including, regional and in-state television and radio spots, targeted digital campaign and out-of-home placements.
This year, 11 partners have ads running as part of the broadcast campaign, in addition to the Pure Michigan brand spots. These partners are Charlevoix, Cheboygan, Detroit, Frankenmuth, Grand Rapids, Holland, Michigan Apple, Sault Ste. Marie, St. Ignace, St. Joseph and The Henry Ford.
Fall passion partners for this year can be found as Featured Destinations on michigan.org/fall and include Beachtowns, Great Lakes Bay Region, Grand Rapids, Manistee, Saugatuck, St. Joseph, Traverse City and the Upper Peninsula, as well as the Michigan Department of Natural Resources and the Michigan Craft Beverage Council.
Brand spots this year again include: Deep Breath, Open Road, 14 Clubs, Harvest Time, Story of Detroit, Small Batches and Perfect Spot for television and Catch Up, Nature’s Great Show, Soul, Field Trip, Games on the Grass, Here’s to the Curious and Sunsets on radio. The commercials will run in regional markets including Chicago, Ill.; Cincinnati, Cleveland, Columbus and Toledo, Ohio; Indianapolis, Fort Wayne and South Bend, Ind.; Green Bay and Milwaukee, Wis.; St. Louis, Mo.; and Southern Ontario. In-state markets include Detroit, Grand Rapids, Lansing and Traverse City. The fall digital campaign will also reach Minneapolis, Minn.
This year’s total fall advertising budget of $ 3,224,767 includes $957,179 in funding committed by private sector partners through the Travel Michigan Ad Partnership and Passion Partners programs.