In an effort to increase tourism interest in Delta County, the Bays de Noc Convention and Visitors Bureau has teamed up with the Michigan Economic Development Corporation and Travel Michigan to create a Pure Michigan advertising campaign for Escanaba.
The ad features Pure Michigan’s hallmark theme music and the voice of Actor Tim Allen, a Michigan native. 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 web site http://www.michigan.org/hot-spots/escanaba/.
Refuel is the theme of the ad, focusing on the assets of the Escanaba area and Delta County. The spot highlights the importance of the county’s abundant natural resources and the small town vibe of Escanaba, by suggesting, “when the road of life gets a little rough, we also need to refuel. Refuel our minds. Refuel our friendships. And there’s no better place to renew ourselves than Escanaba.”
During the brand identity development process of creating the ad, 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. 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,” said Ken Yarsevich, Advertising Specialist for MEDC & Travel Michigan.
Based on research conducted by D.K. Shifflet, the leading U.S. 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 12th and running through August 17th. The campaign will see an even longer life, 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”. The results of this research along with advice from Travel Michigan suggested the change of the web URL in order to increase web traffic.
Gary Micheau, Board President of the Bays de Noc CVB, stated,” We are excited to be a part of such a great state campaign and looking forward to an increase in overnight stays in our area as a result of our investment with Pure Michigan.”
Since its inception in 2006, the Pure Michigan campaign has become one of the most successful state marketing initiatives in the country.