Pure Michigan Launches Summer With Largest National Cable TV Buy Ever
LANSING — With spring and summer approaching, the 2013 Pure Michigan national cable television advertising campaign began airing Monday, March 18.
The campaign, which will run through the end of June, includes five private sector partners — tourism groups representing Ann Arbor, Grand Rapids, Mackinac Island, The Henry Ford and Traverse City — as well as the launch of the Pure Michigan summer video series.
The total budget for the 2013 national advertising campaign is $13 million — the largest budget ever dedicated to promoting Michigan as a tourism destination nationally. The five national partners contributed $3 million toward the nationwide campaign.
Said George Zimmermann, vice president of Travel Michigan, part of the Michigan Economic Development Corp.: “With the support of our national partners, we are kicking off Michigan’s largest national advertising campaign to date and working to build on our record-breaking year for tourism in 2012.”
Pure Michigan television commercials will air nationally more than 5,000 times combined on these cable networks: A&E, ABC Family, Animal Planet, Bravo, CMT, CNN, the Cooking Channel, Destination America, E!, Food Network, Fox News, the Golf Channel, HGTV, Lifetime, Lifetime Movie Network, MSNBC, Nick at Nite, OWN, the Outdoor Channel, Oxygen, Soapnet, Style, The Learning Channel (TLC), the Travel Channel, USA, WE and the Weather Channel.
Featured ads in the rotation can be viewed on the Pure Michigan YouTube channel and include: A Simple Sunrise, The Potential of Water, 14 Clubs, Tee Times, Perfect Spot, Gone Fishing, Treasure, Fresh, Perfect Summer and Sand.
National partner ads will be added to the rotation beginning April 1.
Grand Rapids is a new national partner for 2013 and will encourage visitors to experience the creative energy, dazzling culture and natural beauty the city and surrounding areas offer. Ann Arbor, Mackinac Island, The Henry Ford and Traverse City are also all returning as national partners this year.
Four of the five national partners contributed $500,000 as part of the Travel Michigan Partnership Advertising Program, with Ann Arbor contributing $1 million. Travel Michigan matches the contributions of these private sector partners, doubling the size of the advertising buys. As part of this partnership, television spots featuring Ann Arbor, Grand Rapids, Mackinac Island, The Henry Ford and Traverse City will be included in the national advertising rotation. All partnership advertising also includes the Pure Michigan brand identity, a featured web presence on michigan.org and support for public relations and social media efforts.
“Our partnership program has allowed us to maximize our national exposure and tell a compelling story about the unique destinations Michigan has to offer,” Zimmermann said. “Our largest gains in visitors and visitor spending in recent years have come from a growing number of out-of-state visitors. We expect that trend to continue into the future in part because of our national advertising campaign.”
In addition to the start of the national advertising campaign, a new Pure Michigan summer video series features six popular warm weather activities and attractions in Michigan including biking, golfing, fishing, wineries, lighthouses and sand dunes. From outdoor adventure to family fun, the interactive summer video series showcases Michigan’s natural beauty and diverse offerings along with expert commentary to get the most out of a Pure Michigan vacation. These summer videos are available on michigan.org and the Pure Michigan YouTube channel.
The Birmingham office of McCann Erickson has developed the strategy and creative for the Pure Michigan campaign since 2006. The campaign expanded from a regional campaign in 2006-2008 to a national campaign in 2009.
Travel Michigan markets the state’s tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to michigan.org.