The Pure Michigan tourism campaign focuses on attracting travel to Michigan -- but during the COVID-19 pandemic, travel to or within Michigan has been discouraged by the governor. | Pixabay
The Pure Michigan tourism campaign focuses on attracting travel to Michigan -- but during the COVID-19 pandemic, travel to or within Michigan has been discouraged by the governor. | Pixabay
Despite expanded lockdowns by Gov. Gretchen Whitmer, the state’s Pure Michigan advertising campaign has relaunched to encourage travel across the state.
Other state agencies have ordered COVID-19-related restrictions at the same time the Michigan Economic Development Corporation (MEDC) began its Pure Michigan advertising campaign to promote winter travel in Michigan. Since June, the state’s COVID-19 website has warned that long-distance travel is discouraged and travel into the state is not recommended, Michigan Capitol Confidential reported.
“The restoration of Pure Michigan funding is certainly an important step towards recovery for our industry and the communities and people who depend upon it,” said Mark Burton, the MEDC’s top executive, according to Michigan Capitol Confidential. “We will do all we can to support our industry by encouraging residents across our state to continue to travel safely through winter.”
A day later, Whitmer imposed more mandates to try to stem a surge in COVID-19 infections.
Entertainment venues, indoor and outdoor skating rinks, and water parks are closed at least until Tuesday, Dec. 8. Indoor dining at restaurants and bars was put on hold. Museums and swimming pools can remain open, but with 30% and 25% capacity limits. The ski areas featured in many Pure Michigan ads may be open, but their indoor dining facilities, saunas and hot tubs are closed.
MEDC spokesman Otie McKinley confirmed that the campaign relaunch focuses on in-state and regional travel advertising.
“It doesn’t make sense to relaunch in the winter when we have increasing COVID-19 cases and businesses are being ordered to shut down,” Michael LaFaive, the senior fiscal policy analyst at the Mackinac Center for Public Policy, told Michigan Capitol Confidential. “It doesn’t work. But on its face, it would make sense if you’re going to do it, you would wait until May 2021 when (travel activity) could be returning to normal.”
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