Fall is a beautiful season in Michigan. With more than 600 miles between the northernmost point and the southernmost point, fall colors last six weeks across the state. During this period, Pure Michigan sought to engage audiences in-state and across the Midwest region to experience the vibrant, breath-taking colors of fall in Michigan.
Pure Michigan's advertising, social and public relations teams together developed an interactive, integrated media campaign to uniquely enhance brand engagement and to achieve the following:
To capture fall color as it peaked across Michigan, and to inspire and assist travel audiences to plan Michigan fall trips, we developed a brand engagement campaign for our followers to feel genuinely involved in the journey.
Based on organic search trends, research and analytics, we know trip guides and authentic imagery perform well with travel audiences. With the rise of consumer trust in influencers, we enlisted influential travel photographers to tell the Michigan fall story.
The campaign was executed via PR, social media, influencer relations and paid media.
We engaged social audiences through an authentic travel experience led by three influencers as they journeyed across Michigan. Each influencer traveled a route for two weeks. Pure Michigan's followers are passionate experts in their areas, so we enlisted the social community to vote on each stop along the way.
Polls were live for 36 hours on Facebook and Instagram with fans casting their vote by commenting on which location the travelers should visit next. The influencers explored each destination and shared their experiences on social using the hashtags #PureMichiganScenicRoute and #FallandSeek.
The campaign launch included a multi-faceted strategy:
Paid & Earned Media:
The campaign outperformed benchmarks. We saw 13,946 votes and an average of 800 comments on Instagram posts over the course of the campaign (356% higher than benchmarks). One Instagram post saw 1,596 comments — far more than previous posts.
We asked consumers to vote for one location over another, and what may have been considered a controversial approach for a travel brand resulted in a friendly and successful engagement campaign.
Campaign Success Metrics:
Influencer Success Metrics:
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