Pure Michigan Launches $5.5M Summer Regional Ad Campaign
LANSING – With its record-setting national advertising campaign already underway, Pure Michigan Monday kicked off its advertising campaign in local markets throughout the Great Lakes region. The television and radio ads feature 34 private sector partners and will air in key regional markets and statewide through June.
The advertising budget for the spring and summer campaign is $4,833,681, including $1,502,779 committed by these partners. In total, private sector partners, including five national partners, are contributing $5.5 million in 2013 to help air Pure Michigan ads nationally, regionally and in-state. Partner contributions to the campaign have nearly doubled since 2011.
The Michigan Economic Development Corp. matches these contributions as part of the Travel Michigan Ad Partnership Program for an overall partnership advertising budget of $11 million for the year.
“The continued growth of the partnership program is allowing us to expand our presence in key markets and grow into new markets within the Great Lakes region and beyond,” said George Zimmermann, Vice President of Travel Michigan, part of the MEDC. “Through this campaign we are telling the story of Michigan as the perfect summer travel destination as well as highlighting many of the unique and memorable destinations our state has to offer.”
New partners for this year’s regional spring/summer advertising campaign are Binder Park Zoo/Battle Creek, Manistee, Mount Bohemia and Tecumseh. Frankenmuth and Detroit will also feature new television spots that will air in markets including Southern Ontario and Cincinnati and Columbus, Ohio.
Other regional markets being targeted this season include Chicago, Ill., Indianapolis, Fort Wayne and South Bend, Ind., Cleveland, Dayton and Toledo, Ohio, Green Bay and Milwaukee, Wis., and St. Louis, Mo. In Michigan, Pure Michigan partner ads will run in Detroit, Flint, Kalamazoo, Lansing, Grand Rapids, Saginaw and Traverse City.
Pure Michigan billboards – showcasing Grand Sable Dunes, Marquette Harbor, Miners Beach Falls and Pictured Rocks National Lakeshore – will also be featured in regional and in-state markets. Chicago tour buses will also be branded with Pure Michigan again this summer.
“Pure Michigan has demonstrated its effectiveness, attracting 3.8 million out-of-state visitors last year who spent $1.1 billion at Michigan businesses,” Zimmermann said. “Our regional and national advertising campaigns are the driving force behind this success.”
2013 Pure Michigan Spring/Summer Advertising Partners are as follows:
Beachtowns (Grand Haven, Holland, Muskegon, Saugatuck, Silver Lake Sand Dunes, South Haven, St. Joseph)
Binder Park Zoo/Battle Creek
Blue Water Area (Algonac, Clay, Harbor Beach, Lexington, Marine City, Port Austin, Port Huron, Port Sanilac, St. Clair)
Flint & Genesee County
Great Lakes Bay Region (Bay City, Birch Run, Chesaning, Frankenmuth, Midland, Saginaw)
Ludington & S.S. Badger
Michigan Wine Council
Sault Ste. Marie
Silver Lake Sand Dunes
Sunrise Coast (Alpena, AuGres, AuSable/Oscoda, Cheboygan, Harrisville, East Tawas-Tawas, Rogers City-Presque Isle, U.S. 23 Heritage Route-Standish)
Tullymore Golf Resort
Travel Michigan, part of the Michigan Economic Development Corporation, markets the state’s tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to michigan.org.
The MEDC serves as the state’s marketing arm and lead agency for business, talent and jobs, with a focus on helping grow Michigan’s economy. For more on the MEDC and its initiatives, visit: MichiganAdvantage.org.