Outdoor Channel and Michigan Economic Development Corp. Unveil “Pure Michigan” Travel and Tourism Campaign
OutdoorHub 02.12.14
Outdoor Channel, America’s Leader In Outdoor TV, has teamed up with the Michigan Economic Development Corp. (MEDC) to help build a Pure Michigan travel and tourism campaign surrounding “Jack Link’s Major League Fishing,” the network’s bass fishing competition TV series.
Major League Fishing – a partnership involving the world’s top anglers and Outdoor Channel – offers intense bass fishing events designed to bring high-level challenges to 24 competitors. The six-day General Tire Summit Cup, filmed in and around the Northern Michigan City of Alpena in August 2013, was transformed into a 13-week action-packed TV series. The TV series debuted in January 2014 on Outdoor Channel and will run through March.
Outdoor Channel, an existing partner of the MEDC, joined forces with the state marketing arm and lead advocate for business growth to develop targeted fishing advertising spots leveraging key talent from Major League Fishing to build awareness of the recreational opportunities for outdoor enthusiasts in the great state of Michigan.
The spots, produced by Winnercomm – an independent sports production company and division of Outdoor Channel, feature renowned anglers, such as Brent Ehrler, Alton Jones, Ish Monroe, Skeet Reese, Byron Velvick and Michigan native Kevin VanDam, among others. The 20- to 30-second “Michigan Moments” are comprised of each angler’s uniquely personal Michigan fishing memories, sharing anecdotes on specific types of catches and treasured times with family and friends. They are currently appearing nationally on-air (Outdoor Channel, CBS, etc.), online (MajorLeagueFishing.com, OutdoorChannel.com, etc.) and on social platforms. The campaign also extends into live-event sponsorship with customized Pure Michigan logos on angler jumpsuits and boats for the Summit Cup.
The Pure Michigan / Major League Fishing campaign can be viewed online at www.michigan.org/fishing/ or www.YouTube.com/PureMichigan. Universal McCann planned and negotiated the media buy.
“Pure Michigan has already attracted millions of visitors to the Great Lakes State. Our latest spin to the award-winning campaign, which incorporates an all-star lineup of Outdoor Channel anglers, is sure to resonate with enthusiasts and draw even more visitors interested in fishing on inland and Great Lakes waters,” said Jason Brist, Executive Vice President, Advertising Sales, Outdoor Channel. “Our relationship with the Michigan Economic Development Corp. illustrates Outdoor Channel’s unique ability to offer advertisers the greatest opportunity to reach hunters, anglers, marksmen, trappers, hikers and beyond – a coveted target demographic with spending power that’s fueling the outdoor recreation economy.”
With trout, walleye, salmon, perch, muskie and bass ready to bite, Michigan is home to some of the nation’s best freshwater fishing. Four out of the five Great Lakes, 11,000 inland lakes, and hundreds of rivers and streams offer endless opportunities – and the world’s longest freshwater coastline – to experience the thrill of reeling in the catch. Fishing isn’t just a Spring/Summer sport as ice fishing is also a time-honored activity for the Winter months.
“With Michigan’s world-class freshwater fishing offerings and the strong relationship that already exists between Pure Michigan and Outdoor Channel, this partnership with Major League Fishing is a terrific next step. With Major League Fishing shining this spotlight on Alpena, it is the perfect time to join forces and spread the word about the opportunities in Michigan for anglers across the country,” said George Zimmermann, Vice President of Travel Michigan, part of the MEDC.
Each riveting episode of Major League Fishing captures anglers’ efforts as they utilize a demanding format that allows them to weigh all the “scorable bass” they catch. The anglers know where they rank in the standings via real-time leader boards in the boats. Anglers are not allowed to practice before events and didn’t know the location of the Summit Cup until two days prior to the start of the event.
Among the anglers involved in the Summit Cup competition are Tommy Biffle, Mark Davis, Boyd Duckett, Brent Ehrler, Edwin Evers, Shaw Grigsby, Greg Hackney, Tim Horton, Randy Howell, Michael Iaconelli, Alton Jones, Kelly Jordon, Gary Klein, Jeff Kriet, Bobby Lane, Aaron Martens, Mike McClelland, Ish Monroe, Takahiro Omori, Jason Quinn, Skeet Reese, Dean Rojas, Kevin VanDam and Byron Velvick.
In the coming weeks, audiences will watch as Brent Ehrler, Shaw Grigsby, Greg Hackney, Tim Horton, Aaron Martens and Kevin VanDam stake their position in the semi-finals for a shot in the championship round of the competition.
