Escanaba joins ‘Pure Michigan’ ad campaign
ESCANABA – Delta County, the Bays de Noc Convention and Visitors Bureau recently teamed up with the Michigan Department of Economic Development and Travel Michigan to create an advertising campaign for Escanaba as part of the state’s ongoing “Pure Michigan” campaign.
MEDC/Travel Michigan launched the Pure Michigan campaign in 2006. With ads featuring commonly themed music and the voice of actor Tim Allen, a Michigan native, the campaign has become one of the most successful state marketing campaigns in the country.
With a budget of $120,000, half of which was paid by the Bays de Noc Convention and Visitors Bureau, and half matched by the state, the campaign will include a one minute radio advertisement, digital advertising and an Escanaba hot-spot page on the Pure Michigan website www.michigan.org/hot-spots/escanaba/.
“Refuel” is the theme of the advertisement, focusing on the assets of the Escanaba area and Delta County. The ad highlights the importance of abundant natural resources and the small town vibe of Escanaba.
During the ad’s brand identity development process, representatives from Travel Michigan spent a few days touring Escanaba and Delta County.
“The Escanaba area is a natural paradise with its three peninsulas each offering a unique discovery, miles of trails and world-class fishing,” said Ken Yarsevich, advertising specialist for MEDC/Travel Michigan. “With welcoming towns that offer local flavor and historic sites that share its rich history. Our Pure Michigan/Escanaba area partnership campaign will tell that story.”
Based on research conducted by D.K. Shifflet, the leading US travel research firm contracted by MEDC/Travel Michigan, the 60 second radio ad will be aired in the suggested target markets of: Traverse City and Milwaukee, beginning May 12 and will run through Aug. 17. The campaign will carry through the fall season in the Milwaukee market as well.
In addition to the Pure Michigan campaign, the CVB has just completed a website redesign. Formerly travelbaysdenoc.com, the new site is now VisitEscanaba.com.
Although the CVB represents member businesses throughout the county, keyword research indicated that potential visitors search the term “Escanaba” approximately 10 times more often than “Bays de Noc” or “Delta County”.