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Pure Michigan Launches $5.5M Summer Regional Ad Campaign

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A Pure Michigan moment: Camping along Lake Huron at Port Crescent State Park. Pure Michigan photo.

A Pure Michigan moment: Camping along Lake Huron at Port Crescent State Park. Pure Michigan photo.

mattroush Matt Roush
Matt Roush joined WWJ Newsradio 950 in September 2001 to spearhead the...
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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.”

Radio ads running regionally this season include Games on the Grass, Road Trip, First Tee, Catch Up and Mermaid Tails.

New partners for this year’s regional spring/summer advertising campaign are Binder Park Zoo/Battle Creek, Manistee, Mount Bohemia and TecumsehFrankenmuth 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:

National Partners
Ann Arbor
Grand Rapids
Mackinac Island
The Henry Ford
Traverse City

Regional Partners
Alpena
Beachtowns (Grand Haven, Holland, Muskegon, Saugatuck, Silver Lake Sand Dunes, South Haven, St. Joseph)
Big Rapids
Binder Park Zoo/Battle Creek
Blue Water Area (Algonac, Clay, Harbor Beach, Lexington, Marine City, Port Austin, Port Huron, Port Sanilac, St. Clair)
Cadillac
Charlevoix
Coldwater Country
Detroit
Flint & Genesee County
Frankenmuth
Gaylord
Great Lakes Bay Region (Bay City, Birch Run, Chesaning, Frankenmuth, Midland, Saginaw)
Holland
Jackson
Kalamazoo
Ludington & S.S. Badger
Manistee
Michigan Wine Council
Mount Bohemia
Mt. Pleasant
Muskegon
Sault Ste. Marie
Silver Lake Sand Dunes
St. Ignace
Sunrise Coast (Alpena, AuGres, AuSable/Oscoda, Cheboygan, Harrisville, East Tawas-Tawas, Rogers City-Presque Isle, U.S. 23 Heritage Route-Standish)
Tecumseh
Tullymore Golf Resort

In-State Partners
Air Zoo
Harbor Springs
Lansing
Marquette
Michigan’s Adventure
Michigan Agriculture

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.

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