ANN ARBOR — The Pure Michigan campaign featuring Ann Arbor as a destination for business growth has launched.

The four-minute video, a result of a collaborative effort between Ann Arbor Spark, the Ann Arbor Area Convention and Visitors Bureau, the Michigan Economic Development Corp, and the Ypsilanti Area CVB, features Ann Arbor business leaders talking about the benefits of locating a company in the region.  It is prominently displayed on the Pure Michigan Web site as well as the sites of its tourism and travel partners.

READ MORE: Michigan Matters: Theaters & Politics

“The launch of this video propels Ann Arbor Spark’s efforts to market our region as a destination where innovative businesses thrive,” said Donna Doleman, Ann Arbor Spark’s vice president for marketing, communications and talent.  “By showcasing global brands and startups alike, juxtaposed with scenes from downtown and our natural spaces, the Pure Michigan video tells a compelling story of ‘Why Ann Arbor.’ We are thrilled to have this marketing asset as a tool in attracting businesses to consider the Ann Arbor region as a destination for location and expansion.”

The promotion features Ann Arbor Spark president and CEO Paul Krutko, Patrick Doyle of Domino’s Pizza, Sean Heiney of Barracuda Networks, Michael Miller of Google, Rich Sheridan of Menlo Innovations, Jan Garfinkle of Arboretum Ventures, and Mark Sutter of Terumo Cardiovascular Systems. All of the CEOs featured cited access to qualified talent in the region as a key factor in the success of their business.

READ MORE: CDC: New Listeria Outbreak Tied To 23 Illnesses, 1 Death

The Pure Michigan campaign is a $1 million collaboration designed to highlight  “quality of place” throughout the Ann Arbor region. The pilot program is marketing Washtenaw County, nationally, by leveraging key tourism and economic development assets.

In addition to this business attraction video, the campaign includes national tourism television advertising, articles on the Pure Michigan Web site, and a press tour of the region for journalists from around the country.

Ann Arbor Spark, a non-profit organization, collaborates with business, academic, government, and community investor partners including the University of Michigan, Eastern Michigan University, Washtenaw Community College, Washtenaw County, Washtenaw County Michigan Works, the city of Ann Arbor, Bank of Ann Arbor and the Michigan Economic Development Corp.

MORE NEWS: Red Wings Hire Lightning Assistant Derek Lalonde As Coach

For more information, call (734) 761-9317 or visit