‘Dream Grand and Go’: New campaign pushes Grand Rapids as ‘tourism vacation spot’
As we near herd immunity from COVID-19, ‘Experience GR’ is launching a new marketing strategy that they hope will cement Grand Rapids as a tourist destination.
GRAND RAPIDS, me. – As COVID-19 restrictions slowly lift and we move closer to herd immunity to the deadly virus, a Grand Rapids-focused marketing firm is making sure people are reminded that it is a tourist destination.
“Everything came to a standstill for a while,” said Kate Lieto, Marketing Director at Experience GR. “We are really in full swing now.”
Experience GR recently launched a new nationwide marketing campaign designed to remind people that Grand Rapids is exactly the destination city it was before all shutdowns.
The campaign is called “Dream Grand and Go”.
“We are targeting the drive-in market,” said Lieto. “People who drive on the state’s major highways two or three hours away are likely to see a billboard or two.”
The only billboard in West Michigan promoting the campaign is on I-96 west near the 28th Street exit. The rest of the billboards are on I-94 along the Michigan-Indiana state line, another on I-96 near Howell, and one in Lansing, with additional locations being considered.
Together with the billboards, Experience GR has developed a campaign called “Postcards from GR”.
“We know that around half of those who visit the Grand Rapids area visit friends and relatives,” added Lieto. “We encourage the locals to send a postcard that we pay for and send to your loved one.
“All you have to do is fill it in on our website and we will send you the postcard so you can be invited to visit the area.”
Experience GR partners annually with the Pure Michigan campaign to invite people to Michigan, especially Grand Rapids.
“We currently have a TV commercial airing across the state on Pure Michigan,” Lieto said.
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