USA Today Highlights Pure Michigan

Michigan is among the top states in the U.S. for its home run-hitting tourism ads.  The Pure Michigan campaign is one being recognized Monday morning by the USA Today as an example of how a state can successfully turn around its tourism industry.

George Zimmerman of Travel Michigan said their ads are running nationwide now and they've got some specific people in mind.

"Places like Dallas, Oklahoma City, Atlanta, even Washington D.C., anywhere where people are baking and sweltering all summer long, with temperatures much higher than our summer temperatures typically are, that's the kind of place where we have real opportunity," Zimmerman said.

He said the ads had to be emotional to change the nation's mindset about Michigan.

"I sometimes think their mental image of us is all about auto plants, when we as Michiganders know that's a part of us, but not all of us," Zimmerman said.

He also said they're looking to target, among other places, golf-crazy states with hot humid summers.  He's hoping those golfers will try Michigan's courses, which often come with less humidity.

To read the USA Today article, click here.

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