Unveiled on April 8, 2021, “Catch Up” is the latest advertising campaign of Pure Michigan that aimed to encourages travelers to make up for lost time, get outside and enjoy summer safely.
As travelers look ahead to sunny days and warmer temperatures, the award-winning Pure Michigan advertising campaign returns for audiences across the Midwest to inspire both spring and summer travel this season. The campaign also encourages safe travel across the state during a critical time for the tourism industry as it continues to recover from the impact of the COVID-19 pandemic.
According Travel Michigan, part of the Michigan Economic Development Corporation, the “Catch Up” advertising campaign is designed to remind audiences of the beauty and diversity of Michigan’s destinations and that their favorite activities can still be enjoyed in Pure Michigan, while staying safe.
In addition to traditional methods of inspiring travel to, and within, the state, Pure Michigan also have added a variety of new trends and technology to amplify the message about the opportunities for the perfect warm-weather vacation or getaway in Michigan.
The regional and in-state Pure Michigan warm weather broadcast and connected TV advertising campaign will run in key markets through July 4, 2021. The campaign will include a brand new television commercial, “Catch Up,” inviting travelers to catch up on lost time this summer in a place where time is not measured in minutes, but moments. Additional commercials also featured include 14 Clubs, Along the Way, Perfect Summer, and Wish You Were Here.
The advertising spots will be seen in markets including Chicago, Ft. Wayne, Green Bay, Minneapolis, Toledo, Cincinnati, Cleveland, Columbus, Dayton, Indianapolis, Milwaukee, South Bend, St. Louis, and Louisville, as well as Detroit, Flint, Grand Rapids, Lansing, Traverse City, and Marquette (digital only). Industry partners Traverse City Tourism, Experience Grand Rapids and Great Lakes Bay Regional Convention & Visitors Bureau contributed $400,000 each toward the TV spots for a total of $1.2 million.
The advertising campaign will also utilize online video and digital ads, social media, and radio spots including Catch Up, Summer’s Here, and Soundtrack of Summer. A new complimentary Pure Michigan Summer Road Trip playlist, available on Pandora, will include songs from the Pure Sounds of Michigan ambient music album released in 2019. Through Pure Michigan social media channels, community members will be invited to help curate the playlist.
More than 100 digital and static billboards also will be seen in regional and in-state markets from May 3 through May 30 inviting them to plan a Michigan getaway. All 52 static billboards will be covered in a sunlight-activated coating that helps clean the air of carbon emissions and re-releases carbon dioxide and water back into the air. Pure Michigan branding will also be displayed on and inside two new electric buses in Chicago from May 3 through May 30, highlighting Michigan’s industry leadership in design, manufacturing and delivery of the next generation of mobility.
As part of the advertising campaign, the Pure Michigan Summer landing page is available to provide visitors with the inspiration and information to plan the perfect warm-weather getaway. Travelers can also access the digital version of the Pure Michigan Spring/Summer Travel Guide at michigan.org, which includes several articles intended to inspire warm weather travel.
The summer campaign follows on the heels of a successful winter ad campaign, as the next step of a multi-phase effort to continue reintroducing Michigan as a premier four-season travel destination and location to work, live, and play. In addition, the MEDC and Pure Michigan late last year launched a “Support Local” campaign which urged Michiganders to shop, eat, and travel safely in Pure Michigan.