Private sector partners, representing 28 communities and destinations in Michigan, have committed more than $3 million to date to help air Pure Michigan ads both in-state as well as regionally and nationally during the current 2011 advertising campaign. This is double the contributions from 2010.
The Michigan Economic Development Corp. matched these contributions as part of the Travel Michigan Ad Partnership Program for an overall partnership advertising budget of $6 million for the year.
“An additional $1.5 million in partner funding — coming from our new national partners — means Pure Michigan ads are able to air two additional weeks on cable television networks nationwide,” said Travel Michigan vice president George Zimmermann. “This is critical exposure that works to draw visitors to Michigan and help grow our travel and tourism industry in the state. It is also a strong statement of support for the Pure Michigan brand from all of our partners across Michigan.”
The national partnership is the latest expansion of the Travel Michigan Partnership Program, which started in 2002 with a total advertising budget of $330,000. In addition to choosing from either in-state or regional partnerships, sponsors may now choose to participate in the national ad campaign, which includes partner television spots in the Pure Michigan national advertising rotation.
Currently, Mackinac Island, The Henry Ford and Traverse City are national sponsors — each contributing $500,000 toward the Pure Michigan national ad campaign.
All partnership advertising includes the Pure Michigan brand identity and www.michigan.org as the call to action. Partners also have a featured Web presence on www.michigan.org and support for public relations and social media efforts.
“The ad partnership programs were designed to extend the marketing reach of the Pure Michigan brand by leveraging marketing dollars to promote the state,” Zimmermann said. “This has been a successful program for our partners as well as for the state as we saw a record growth in tourism and travel in 2010.”
The travel and tourism industry generated $17.2 billion in Michigan last year and helped create an estimated 152,600 jobs statewide. 2011 also saw spending by out-of-state visitors surpass that of Michigan residents for the first time.
2011 Pure Michigan Advertising Partners are as follows:
National Partners: Mackinac Island, The Henry Ford and Traverse City
Regional Partners: Ann Arbor, Beachtowns (Grand Haven, Harbor Country, Holland, Ludington, Muskegon, Saugatuck, Silver Lake Sand Dunes, South Haven, St. Joseph), Blue Water Area (Algonac, Clay, Harbor Beach, Lexington, Marine City, Port Austin, Port Huron, Port Sanilac, St. Clair), Detroit, Frankenmuth, Grand Rapids, Great Lakes Bay Region (Bay City, Birch Run, Chesaning, Frankenmuth, Midland, Saginaw), Kalamazoo, Lansing, Mackinaw City, Mecosta County, Michigan Apple Council, Michigan Council for Arts and Cultural Affairs, Michigan Snowsports Association, Monroe, Muskegon, Traverse City and the “Wilds of Michigan” (Gogebic County, Ontonagon County).
In-State Partners: Alpena, Mecosta County, Blue Water Area (Algonac, Clay, Harbor Beach, Lexington, Marine City, Port Austin, Port Huron, Port Sanilac, St. Clair), Coldwater Country (Bronson, Coldwater, Quincy, Union City), Flint-Genesee County, Frankenmuth, Grand Rapids, Great Waters of the Upper Peninsula (Curtis, Drummond Island, Grand Marais, Les Cheneaux, Munising, Newberry, Paradise, Sault Ste. Marie, St. Ignace); Ludington and the S.S. Badger, Monroe, Sault Ste. Marie, Silver Lake Sand Dunes (Hart, Mears, Pentwater, Silver Lake), Sunrise Coast (Alpena, AuSable/Oscoda, AuGres, East Tawas/Tawas, Cheboygan, Harrisville, Rogers City), and the Wilds of Michigan (Gogebic County, Ontonagon County).
Travel Michigan, part of the MEDC, is the State of Michigan’s official agency for the promotion of tourism. Travel Michigan markets the state’s tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to www.michigan.org.
For more information on the MEDC’s initiatives and programs, visit the Web site at MichiganAdvantage.org.