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Video: 'Pure Michigan' rolls out national ads

March 14, 2014
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Video: 'Pure Michigan' rolls out national ads
A scene from the “Open Road” ad airing nationally as part of the “Pure Michigan” ad campaign. Photo via youtube.com

The nation will start getting a look at the latest from "Pure Michigan" on Monday.

The total budget for the 2014 national advertising campaign is $13 million, including $3 million contributed by six partners, including Grand Rapids, toward the campaign.

Channels

Pure Michigan TV ads will air on network channels for NBC, CBS and ABC, marking the first time a Michigan tourism advertising campaign will air on network television.

The ads will also be seen again on national cable channels, airing more than 5,000 times through June.

Pure Michigan ads will run on a range of cable channels: A&E, ABC Early Morning, ABC Daytime, ABC Family, Animal Planet, Bravo, CBS Daytime, CMT, Cooking Channel, Destination America, E!, Food Network, Golf Channel, HGTV, Lifetime, Lifetime Movie Network, NBC Early Morning, Nick at Nite, OWN, Outdoor Channel, Oxygen, TLC, Travel Channel, USA, WE and Weather Channel.

The national campaign will start with Pure Michigan brand spots, with partner ads being added to the rotation April 7.

Ads

The campaign will feature two new ads, “Open Road” and “Summer Breeze.”

“Summer Breeze” features the campaign’s newest partner, the Great Lakes Bay Region, while “Open Road” is one of the campaign’s 11 feature ads that will run.

The campaign will also air spots for the five other partners: Ann Arbor, Grand Rapids, Mackinaw Island, The Henry Ford and Traverse City.

“Pure Michigan generated record spending by out-of-state visitors in 2013, and we are building on that momentum with two new captivating ads, as well as making our official debut on network television,” said George Zimmermann, vice president of Travel Michigan, part of the Michigan Economic Development Corp.

Creative

The Birmingham office of McCann Erickson has developed the strategy and creative for the Pure Michigan campaign since 2006.

The campaign expanded from a regional campaign in 2006-2008 to a national campaign in 2009. 

Partner funds

Each of the six partners contributed $500,000 as part of the Travel Michigan Partnership Advertising Program.

Travel Michigan matches the contributions of these private sector partners, doubling the size of the advertising buy.

Zimmerman said the growth of the partnership program has been critical to expanding the reach and duration of the national advertising campaign.

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