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‘Pure Michigan’ Campaign Launches $2.6M Fall Push

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Camping in the Porcupine Mountains (credit: Pure Michigan)

Camping in the Porcupine Mountains (credit: Pure Michigan)

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LANSING (WWJ/AP) - The state’s “Pure Michigan” tourism campaign is launching a $2.6 million fall advertising push and has revamped its website.

The Michigan Economic Development Corp. on Wednesday said the revamped website, that debuted Wednesday, features an interactive map as well as a trip planner tool. Other changes include a “Hot Spots” feature and weather information.

Site visitors seem to like the new design, with a handful offering rave reviews via Twitter.

The state says the new website also uses design that eliminates the need to create different sites for different Internet devices.

The fall campaign runs through Oct. 1. It targets several states as well as in-state markets. Billboards also will be put up in southern Ontario.

Pure Michigan’s Michelle Begnoche told WWJ Newsradio 950 2012 has been a very strong year for tourism in the state, and they’d like to continue that trend.

She said it’s not just about their advertising — but also word of mouth.

“If we can get the people here the state really sells itself. And so you’re seeing that with a lot of folks really talking about Michigan,” said Begnoche.

“We received a lot of national attention this year, just organically.  National Geographic named Traverse City one of the top summer destinations of 2012. You had Jay Leno mentioning the Pure Michigan campaign on his show,” she said.
Behnoche says in 2011, visitor spending numbers were up half a billion dollars from 2010.

(TM and © Copyright 2012 CBS Radio Inc. and its relevant subsidiaries. CBS RADIO and EYE Logo TM and Copyright 2012 CBS Broadcasting Inc. Used under license. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. The Associated Press contributed to this report.)

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