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

$12M in 'Pure Michigan' ads hit TVs across US

March 14, 2016
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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

Spring is in the air, and “Pure Michigan” is on TVs across America.

The Travel Michigan “Pure Michigan” national advertising campaign returns today with the release of three new television commercials.

The new commercials will be part of a rotation that will run on national cable channels through June.

The new 30-second ads aim to inspire travelers to take to the road to find the unexpected, savor life — including a Michigan craft beer — and experience the farm-to-table industry thriving on the state’s fertile ground.

The spots, titled “Along the Way,” “Fertile Ground" and “Small Batches,” are part of the evolution of the “Pure Michigan” campaign as it celebrates its 10th anniversary.

Destinations across the state are featured in the new spots, including the Mackinac Bridge, Brewery Vivant, Jolly Pumpkin Artisan Ales, Bonobo Winery, Trattoria Stella, Selden Standard, Dinosaur Gardens, Empire Hops Farm, Michigan Farm Initiative and Platte River.

Dave Lorenz, VP of Travel Michigan, part of the Michigan Economic Development Corp., or MEDC, said the new ads offer “new energy and vitality” that will help carry the brand forward into the next decade.

In addition to the three new television spots, other brand ads airing as part of the national advertising rotation will include “14 Clubs,” “Fresh,” “Lost and Found,” “Open Road,” “Perfect Summer,” “Sand,” “A Simple Sunrise,” "Tee Times," “Timeless & True,” “Treasure” and “Up in the Air.” 

The ads are expected to air more than 5,000 times between March 14 and early June on national cable channels, including A&E, Bravo, Hallmark Channel, Lifetime, Lifetime Movie Network, OWN, WE, Cooking Channel, Food Network, HGTV, DIY, TLC and Travel Channel. Spots will also run on Hulu for the first time.

This year’s national campaign will again feature ads from five partners: Ann Arbor, Grand Rapids, Great Lakes Bay Region, The Henry Ford and Traverse City.

National partner ads will begin airing in the rotation the week of April 4.

The Henry Ford ad is airing all year on the Saturday CBS program “The Henry Ford Innovation Nation,” hosted by Mo Rocca.

Each of the five national partners contributed $500,000 as part of the Travel Michigan Partnership Advertising Program, increasing the overall budget of the national advertising campaign by $2.5 million.

The total budget for this year’s national advertising campaign is $12 million.

Lorenz said the most recent data show the "Pure Michigan" campaign helped to drive $1.2 billion in out-of-state visitor spending in Michigan, generating a strong return on investment.

Travel Michigan has also released its 2016 Official "Pure Michigan" Travel Guide, offering inspiration and information to travelers planning their summer vacations in Michigan.

This year’s cover photo features a kayaker at Turnip Rock near Port Austin and the spring and summer winning photos from the "Pure Michigan" Moments Photo Contest are also included in the guide.

“Pure Michigan” television and radio advertising spots, and other videos, are available at the "Pure Michigan" YouTube channel.

People can request a copy of the 2016 Official "Pure Michigan" Travel Guide at michigan.org or by calling (888) 784-7328.

The guide will also be available at the 14 Michigan Welcome Centers across the state.

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