Case Study: Munising, Michigan boosts travel engagement with MLive Media Group

Munising boosts reach with MLive Media Group and 6.5 million impressions

The city of Munising, Michigan partnered with MLive Media Group to overcome the challenge of maximizing limited marketing dollars to reach travel dreamers during a period of shortened booking windows. Their goal was to build top-of-mind awareness for their destination to convert dreamers into visitors.

MLive Media Group implemented an omnichannel solution for Munising, creating a full suite of sponsor content that included video, podcasts, print, social media, and digital display. This content was promoted through MLive's "Michigan's Best" lifestyle brand. The results were highly successful, with over 50% of visitors sharing a sponsor content article. The campaign garnered over 600,000 homes reached via print and an additional 6.5 million impressions through MLive's elite promotion, effectively building share of voice and a more engaged audience.

Munising, Michigan