Pure Michigan launched a road trip campaign to increase tourism by targeting middle-aged couples without children who tend to travel by car. The campaign pitched curated road trip itineraries across Michigan and advertised them through commercials, websites and social media. It had a $15 million budget and aimed to increase tourism spending, traveler spending per visit, and traveler numbers based on key performance indicators.

1. PURE MICHIGAN’S ROAD
TRIP TO INCREASED
TOURISM
Bridget Gonyeau
Photo credit Jaspardo via Photopin

2. Target Audience
 According to research from the U.S.
Travel Association (2012)
8 in 10 tourists travel by car
Average age of leisure travel is 47.5
74% of travelers are spouses traveling
without their children

3. The Trip Pitch
Salfalko via
photopin
Don Harrison via
photopin

4. Advertising the Trip Package
TheLogoSmith
AtwaterVillage
Jon@th@nC
Janitors via photopin
USCPSC via photopin

5. Commercial Budget
International
Business
Times
Graph:

6. KPI
wwarby via photopin