Reporting Mike Campbell
DETROIT (WWJ) – Opening day is less than a week away, and now the Detroit Tigers are teaming up with Pure Michigan. The new partnership will showcase advertisements for ”Pure Michigan” throughout Comerica Park.
Visitors to the park, and those watching on TV, will be able to see the new Pure Michigan signs all over the ballpark — including just over the Pepsi Porch, on the right field light pole, on the backs of benches in both dugouts, along the railings in front of each dugout, and on a sign rotating behind home plate. Organizers are even taking their message one step further.
“We’re also buying commercial air time, putting commercials in Tigers games in the visitor’s city. So for example, In New York when the Yankees are playing here, not only will Yankee fans be exposed to the signage that’s in the park, we also will run Pure Michigan commercials in the New York broadcast of those games,” said George Zimmerman, the Vice President of Travel Michigan.
Duane McLean, Vice President of Business Operations with the Tigers, said the new ad campaign will help Pure Michigan when it comes to TV viewership.
“These positions receive an excessive amount of television exposure, which is very exciting for us and very exciting for Pure Michigan. We also believe this is the right platform for Pure Michigan’s to accomplish their goals. Most significant about this partnership is a global reach that Pure Michigan will have, with more that 25 million television viewers outside the state of Michigan, see the Pure Michigan brand during televised Tigers games,” said McLean.
Zimmerman said the $2.1 million ad campaign will easily pay for itself.
“For us, we think the exposure we will get, based on what we’re doing here, that will more than pay off for us, as far as exposure,” said Zimmerman.