Pure Michigan marked 20 years of promoting the state’s recreation, tourism and quality of life this year — and the Keweenaw Peninsula is front and center in its latest summer campaign.
The Michigan Travel Commission met Tuesday on the Keweenaw Peninsula, where Pure Michigan Vice President Kelly Wolgamott and her team reviewed travel trends, regional events and strategies for connecting with visitors planning summer trips.
“The Pure Michigan campaign started in April to inspire travelers to the state for summer travel, and it will continue until the end of July — and the Upper Peninsula is very much represented in our campaign efforts,” Wolgamott said.
Wolgamott says the campaign has grown into something larger than a tourism brand over its two decades.
“We’re always looking at travel trends and our consumer audiences to ensure we are resonating with and inspiring them to come to the state,” she said. “It’s become more than just a tourism brand. Our number one goal is to drive economic impact from tourism, but it’s lifted up local communities throughout the state, built jobs in the tourism industry and provided a deep sense of state pride for Michiganders.”
Cultural heritage events in the Upper Peninsula are a key focus of the campaign’s regional strategy. Wolgamott says events such as Bridgefest, Pasty Fest and Juhannus give travelers a chance to experience living history.
“We continue to showcase and highlight those cultural opportunities around the state,” Wolgamott said. “These unique events in the Upper Peninsula that celebrate Finnish heritage are incredible — and those are what travelers are seeking. They want to become a local.”
Pure Michigan launched its newest campaign, “For Every Season of You,” in April. The campaign spotlights Michigan’s four distinct seasons: spring’s blooming landscapes and returning farm activity, summer’s beaches, trails, campsites and festivals, fall’s sweeping color change and winter traditions such as ice fishing, snowmobiling, the Finnish-American Heikinpäivä festival and community events like the Copper Dog sled race.
More information about traveling in Michigan is available online at My UP News
