Travelers crossing the Mackinac Bridge Sunday, November 1, will receive free bridge fares during a 24- hour promotion organized through the Mackinac Straits Health System Foundation and co-sponsored by First National Bank of St. Ignace and Grand Hotel of Mackinac Island.

Starting at 12:01 a.m. Sunday and stretching to 11:59 p.m. that night, all traffic except commercial carriers will receive free fares and a travel first-aid kit courtesy of the hospital foundation.

The date is significant because it is the 52nd anniversary of the first bridge crossing November 1, 1957.

Hospital Chief Executive Officer Rod Nelson said the unprecedented free bridge day is designed to help the foundation raise funds and promote tourism that is so vital to the hospital and many other local businesses.

"The foundation is a key part in ensuring that we can purchase the latest technology and equipment for the new hospital and longterm care facilities," Mr. Nelson said.

Raising awareness and petitioning for donations to support the new hospital and proposed long-term care facilities are the key elements of the promotion, said Jim North, president of First National Bank and co-chair of the hospital's three-year, $3 million fundraising campaign, launched in the spring of 2007.

"I think that is the entire goal," Mr. North said. "It's vitally important that we raise the local $3 million of matching donations that were pledged to make sure it gets finished.

"It's a great concept," he said. "Hopefully, we can catch the eye of a philanthropist or two. We are excited about it and think it's going to be a big hit with people."

Based on traffic numbers from 2008 and the percentage increase in traffic seen this year, the Mackinac Bridge Authority estimates that about 11,000 eligible vehicles should cross the bridge on November 1. Bridge Authority Executive Secretary Bob Sweeney said this number could be up to 30% higher, depending on the success of publicity for the event.

The estimated cost, if the expected 11,000 vehicles cross Sunday, will be $33,000 to the foundation, Mr. Sweeney said.

"We're hoping this becomes something that grows in the future," he said. "I hope other organizations also try stuff like this. It will only help the local economy, and it helps our bridge revenue, as well."

While there is no paid advertising for the promotion, Travel Michigan, the state's tourism organization, plans to help promote the event through e-mails, and press releases have been sent to news media.