Advertising, Marketing & PR, Economic Development, and Travel & Tourism

'Pure Michigan' attracts $1.2B

March 13, 2014
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Pure Michigan campaign generates $1.1 billion in spending
The state’s Pure Michigan advertising campaign, which has featured Great Lake beaches, has attracted millions of out-of-state visitors. Photo via fb.com

The “Pure Michigan” campaign continues to work its magic.

Last year, out-of-state visitors influenced by the campaign made more than four million trips to Michigan, according to a report by Longwoods International, a research firm specializing in tourism advertising return on investment, released this month at the Pure Michigan Governor’s Conference on Tourism.

ROI

The economic impact of these trips for Michigan businesses was a record $1.2 billion.

Also trending upward was the 2013 return on investment of the award-winning Pure Michigan campaign.

In 2013, $13 million was spent on out-of-state advertising for Pure Michigan.

In return, the visitor spending generated $86.5 million in tax revenue received by the state, resulting in a return on investment of $6.66 for every dollar spent — up from $5.76 in 2012.

The cumulative return on investment since the Pure Michigan campaign began in 2006 is now $4.50, up from $4.10.

In 2013, Pure Michigan attracted 2.4 million visitors from the Great Lakes region and 1.6 million visitors from distance markets nationwide.

That is up from the 3.8 million out-of-state trips the campaign motived in 2012: 2.3 million from the Great Lakes region and 1.5 million from distant markets.

“The Pure Michigan campaign has been very successful in creating a positive economic impact in the state and showcasing the quality of life Michigan has to offer,” Governor Rick Snyder said. “These results demonstrate the effectiveness of Pure Michigan and provide a strong foundation for continued growth in Michigan’s tourism industry.”

National

Pure Michigan’s 2014 national advertising campaign will launch March 17.

Last year’s national advertising campaign aired more than 5,000 times on 25 cable channels and had a total budget of $13 million.

International

As Pure Michigan’s national advertising efforts have grown, so to have efforts to increase international marketing.

In 2014, Pure Michigan will advertise in the Toronto market for the first time and will increase its presence in Germany and Great Britain. Pure Michigan is also establishing a presence for the first time in China.

On his recent investment mission to China, Gov. Snyder participated in a tourism forum to introduce Pure Michigan to the Chinese tourism market and to encourage Chinese travelers to include Michigan in their visits to the U.S.

“The investments we are making in our national advertising campaign and out-of-state marketing are bringing new travelers and more spending to Michigan,” said George Zimmermann, vice president of Travel Michigan, part of the Michigan Economic Development Corp. “As awareness about Michigan as a national travel destination continues to grow, we are also laying the groundwork to be part of the conversation for international travelers planning to visit the United States.”

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