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

'Pure Michigan' rolls out regional ads

May 6, 2014
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'Pure Michigan' rolls out regional campaign
A “Pure Michigan” beach during the summer. Photo via youtube.com

“Pure Michigan” ads are spreading across the Midwest as the summer travel season approaches.

The campaign launched yesterday and comes on the heels of new data showing leisure travel spending in the state reached record levels in 2013.

Visitor spending in Michigan hit $18.7 billion last year, including a record $13.8 billion in leisure travel spending, according to D.K. Shifflet & Associates.

The regional campaign for the summer season will feature radio, television and billboard ads in local markets throughout the Great Lakes region.

This year, 36 partners are participating in the regional campaign.

New partners for the 2014 regional campaign are Cheboygan, Escanaba, Keweenaw Peninsula, Mackinaw City, Petoskey Area and South Haven.

Budget

The regional campaign’s budget is $6,278,268, including $2,069,069 committed by the partners.

In total, partners, including six national partners, are contributing $6.3 million in 2014 to help air “Pure Michigan” ads nationally, regionally and in the state.

The Michigan Economic Development Corporation matches the contributions as part of the Travel Michigan Ad Partnership Program, for an overall partnership advertising budget of $12.6 million for the year.

Markets

The ads will target various market across the region: Chicago; Indianapolis, Fort Wayne and South Bend, Ind.; Cincinnati, Cleveland, Columbus, Dayton and Toledo, Ohio; Milwaukee and Green Bay, Wis.; St. Louis, Mo. and southern Ontario.

“Pure Michigan” partner ads will also run in various Michigan markets: Grand Rapids, Bay City, Detroit, Flint, Kalamazoo, Lansing, Saginaw and Traverse City.

Ads

“Pure Michigan” billboards showcasing Miners Beach Falls, Bay Harbor, Presque Isle Park and the Les Cheneaux Islands will be featured in regional and in-state markets.

Chicago tour buses will be branded with “Pure Michigan” again this summer and digital campaigns will be running in several markets.

The new “Pure Michigan” radio spot “Songs of Summer” will run regionally, in addition to the following returning spots: “Untapped,” “Road Trip,” “First Tee,” “Catch Up” and “Mermaid Tails.”

Ongoing campaign

The “Pure Michigan” national television advertising campaign has been airing on network and cable channels since March.

“The momentum of the Pure Michigan campaign continues to grow, driving record levels of leisure travel spending and hotel occupancy in the state last year,” said Leslie Hornung, senior vice president of marketing and PR, Michigan Economic Development Corporation. “Our summer regional campaign is a key component of our effort to attract new and repeat out-of-state travelers to Michigan.” 

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