Skift Take

The tourism board focuses on indoor activities and that state's character in its latest marketing push, which seeks to ease tourists' concerns about harsh weather conditions.

The state’s “Pure Michigan” tourism campaign has launched its winter advertising effort.

Travel Michigan, which is part of the Michigan Economic Development Corp., says that TV and radio ads began this week in key markets in the Midwest and parts of Canada. The ads will run through the end of January.

The campaign involves partners including some cities, attractions and industry groups. The campaign has a total budget of about $1.5 million, including roughly $250,000 from those partners.

Travel Michigan says the 2014 Pure Michigan Winter Travel Guide also is available, offering ideas for seasonal activities.

The state says it uses the “Pure Michigan” brand for “business, talent and tourism initiatives.”

Copyright (2015) Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

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Photo credit: Snow sits on a hiking trail sign in Canton, Michigan. Loren Sztajer / Flickr