As autumn color spreads across the Flint & Genesee region, the Genesee County Parks have never looked better. But when it comes to using radio to attract visitors, the Parks system is launching a new campaign that’s a treat for the ears.
This week, Genesee County Parks is debuting “Secrets,” the first radio commercial in a series that uses the authentic sounds of the Genesee County Parks to help raise awareness of the Parks as a cornerstone in the region’s quality of life.
“Our story starts and ends with the quality of our properties,” said Parks Director Amy McMillan. “We know when people get a chance to experience what Genesee County Parks have to offer, we turn skeptics into visitors and visitors into regulars. This radio campaign is a new way to create that experience.”
Partnering with the Parks on this effort is Royal Oak-based advertising agency, Factory Detroit Inc., which has donated all of its work. Factory team members Victoria Merritt, Izabela Skonieczka and Tom Parr have been recording and archiving the sounds of various park properties. The launch spot, “Secrets,” includes sounds captured at For-Mar Nature Preserve, Stepping Stone Falls and Mott Lake. A second commercial in development features the sounds of the Huckleberry Railroad.
“We were looking for a new way to help people feel what it’s like to be at the parks,” said Factory Executive Creative Director, Mark Lantz, who was one of the creators of the award-winning Pure Michigan campaign. “There are so many powerful sounds at these parks – from bird calls to horses hooves to blacksmith hammers to simple peace and quiet. Finding a way to showcase those sounds – and put people into the parks – became the inspiration for this work.”
The campaign breaks October 15 on area radio stations. Future flights will coincide with key promotional periods for Park activities. “We know the people of Genesee County value their parks,” McMillan said. “But we also know that keeping the parks in the public eye – and ear – is an important tool for getting people to use these wonderful resources.”
With 21 properties covering more than 11,000 acres, Genesee County Parks is Michigan’s largest and most diverse county park system. For more information, visit geneseecountyparks.org or contact Parks Director Secretary, Debbie Wilkes at 810.249.3812 or dwilkes@gcparks.org. Genesee County Parks. Get away, right away.
Founded in 2013, Factory Detroit Inc. is headquartered in downtown Royal Oak, Michigan. For more information, visit factorydetroit.com or contact Business Manager Lugene Bernard at 248.667.7804 or lugene@factorydetroit.com.
To hear the radio spots – click here.
