LANSING – On Nov. 15, more than 650,000 hunters are expected to take to the woods for the opening of firearms deer season, which the U.S. Fish and Wildlife Service estimates will help hunting generate $2.3 billion in annual economic impact in the state, including $1.3 billion spent on equipment.

Currently, Michigan ranks No. 3 in the nation for the number of licensed hunters statewide. The DNR estimates more than 90 percent of Michigan hunters will pursue deer this year, with hunters spending an average of 14 days afield during the season. In Michigan, 60 percent of hunters only hunt deer making the upcoming firearm season an especially important driver of the state’s hunting economy.

To promote the hunt in Michigan – both for deer and other species, including grouse – Pure Michigan and the DNR collaborated again this year on a targeted marketing campaign to reach hunters both in-state and in neighboring states, including Ohio, Indiana, Illinois and Wisconsin. The hunting campaign, which ran in September and October includes online custom content, pre-roll video through Carbon TV and YouTube, geo-targeted video banner ads and sponsored site wraps and display ads. A 15 second television ad, Perfect Spot, is also running on Michigan Out of Doors.

The Pure Michigan landing page on OutdoorHub.com continues to be a key component of the marketing efforts around hunting and fishing. The landing page features custom content showcasing hunting and fishing opportunities in Michigan. In 2014, the Pure Michigan landing page received nearly 80,000 views, with 62 percent of pageviews coming from outside of the state of Michigan.

“This year we were especially interested in targeting active hunters and active anglers that have the potential to crossover and participate in both sports,” said Dave Lorenz, Vice President of Travel Michigan. “Ultimately this benefits the entire state by increasing hunting and fishing revenue – funding that goes back into efforts to create world-class recreational opportunities to be enjoyed by all residents and visitors.”

While the deer harvest was down in 2014 – following trends seen across the Midwest – the Michigan Department of Natural Resources (DNR) expects 2015 to provide an increased success rate – especially in the Northern and Southern Lower Peninsula. To combat decreased deer herds across the Upper Peninsula, the result of several consecutive years of harsh winters, the DNR has brought together a U.P. Habitat Workgroup to develop detailed deer winter range habitat strategies including management plans for individual deer wintering complexes throughout the U.P.

The workgroup – comprised of natural resource professionals, private landowners and sportsmen’s groups – is led by Natural Resources Commission member J.R. Richardson of Ontonagon and Jim Hammill of Crystal Falls, a wildlife management consultant who is also a retired DNR biologist. With an estimated 80 percent of the winter deer habitat in the U.P. managed by entities other than the DNR, the U.P. Habitat Workgroup will work cooperatively with these other stakeholders to improve deer winter range strategies across all land ownerships in the region.

Helping to manage healthy herds and habitats to ensure a successful hunt has important implications for Michigan’s economy. In 2014, an estimated $85 million was spent specifically on leisure travel related to hunting activities in the state according to data from D.K, Shifflet. Hunting and fishing leisure travel spending combined for $342 million in Michigan last year.

“Deer hunting is an iconic and defining Michigan tradition,” said DNR Director Keith Creagh. “Whether harvesting a big buck in the woods or just spending time at camp, the deer season offers one more great way for people to experience Michigan’s world-class natural resources while connecting with family and friends. We hope hunters throughout the state have a safe and successful season.”