Outdoor Channel has cast its line in the water with the Michigan Economic Development Corp. on a travel and tourism campaign centering on one of the network’s competition shows.
The "Pure Michigan /Major League Fishing" campaign, with spots airing on Outdoor Channel and CBS, is tied to Jack Link’s Major League Fishing, a partnership between the world’s best bass fishers and the network, which airs the sports competition show.
Outdoor Channel, an existing partner of the Michigan Economic Development Corp., 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 Wolverine State.
The spots, produced by Winnercom, a sports production company and division of Outdoor Channel, feature such top anglers as Brent Ehrler, Alton Jones, Ish Monroe, Skeet Reese, Byron Velvick and Michigan native Kevin VanDam. The 20- to 30-second “Michigan Moments” highlight each angler’s uniquely personal Michigan fishing memories, sharing anecdotes on specific types of catches and treasured times with family and friends.
The seven executions are currently appearing nationally on Outdoor Channel and CBS, which will air the finals; online at MajorLeagueFishing.com, OutdoorChannel.com, among others; 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 parties declined to reveal the value of the campaign, which MEDC can run throughout 2014, and was planned and negotiated by Universal McCann.. The Pure Michigan / Major League Fishing campaign can be viewed online at www.michigan.org/fishing/ or www.YouTube.com/PureMichigan
“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 at Outdoor Channel, in a statement. “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, 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 almost endless opportunities – and the world's longest freshwater coastline – to reel in a catch year-round.
“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,” noted George Zimmermann, vice president of Travel Michigan, part of the MEDC.