Promotes the benefits of vacationing in the northern Michigan communities of Petoskey, Harbor Springs, Boyne City and Bay Harbor.
The target prospects they want to reach
Upper-middle to upper-income couples and families looking to escape everyday congestion and stress.
What the target prospects most desire
A variety of things to do and see, but in a relaxed, natural environment.
What makes the Petoskey Area unique
A combination of lakeside natural beauty, Victorian charm, boutique shopping, small-town hospitality, recreational opportunities, and a touch of sophistication.
The branding statement
For families caught up in the speed and stress of everyday life, the Petoskey Area’s natural beauty, relaxed pace and recreation make it the ideal vacation destination for sharing quality time and creating long-lasting memories.
The brand promise
A Michigan Treasure