Pure Michigan Campaign Launches New TV Commercials in Ohio, Southern Ontario and Wisconsin
A Fresh Strategy to Promote Tourism in Michigan
LANSING, Mich., June 19 /PRNewswire-FirstCall/ -- On Monday, June 19, new television commercials will promote the "Pure Michigan" tourism campaign in Cincinnati, Milwaukee and Southern Ontario, Canada. These new ads are part of a $3-million Michigan summer promotion in these markets. From pristine lakeshores to urban destinations, the new advertising will promote the entire State of Michigan as a vacation destination. Last year visitors spent $17.5 billion, generating $971 million in state taxes, and accounting for 193,000 jobs statewide, making tourism a vital industry in Michigan. "Pure Michigan is a fresh and invigorating campaign that promotes Michigan's natural assets including 3,200 miles of freshwater shoreline and 11,000 inland lakes and streams," said Travel Michigan Vice President George Zimmermann. "The campaign also features many attractions within the state including The Henry Ford, The Detroit Institute of Arts, Frederik Meijer Gardens & Sculpture Park, The Detroit Zoo, Mackinac Island, and Michigan's world-class golf." The Birmingham, Michigan office of McCann Erickson developed the strategy and creative for the Pure Michigan campaign. McCann's Chief Creative Officer Dave Moore explains their approach: "The campaign is intended to entice out-of-state travelers from neighboring states about one place that still feels magic, mythic, authentic, untamed, unspoiled, uncompromised, timeless and true. It's pure Michigan. We wanted to communicate to consumers what makes Michigan special, and identify experiences you get here that you can't get anywhere else." Prior to the full development of the ad campaign, Travel Michigan tested the Pure Michigan positioning and creative samples via an online consumer panel in the out-of-state markets of Cincinnati, Milwaukee, and Southern Ontario, Canada. "Consumer acceptance of the messaging was excellent. After viewing the advertising concepts, 50-60 percent stated the ads would motivate them to contact Michigan for more information to plan a Michigan vacation," said Zimmermann. Michigan native and television personality Tim Allen voiced two radio and three television commercials that promote golf, water-related vacations and a trail-themed spot that promotes hiking, beach strolls and museum visits. Currently under production is an additional radio ad that features urban dining and nightlife. Four print and three outdoor billboards focus on golf, waterfalls and lakes. All ads carry the tag line: Pure Michigan - Your trip begins at michigan.org. Michigan.org, Travel Michigan's Internet gateway to travel information, features more than 11,000 attractions, events, hotels, resorts, restaurants and other tourism-related businesses. McCann Erickson's Birmingham, Michigan office creates advertising and integrated marketing communications programs for Buick Motor Division; General Motors Corporation (Corporate Advertising); Delphi; Honeywell Consumer Product Group's Prestone, FRAM and Autolite units; Detroit Medical Center; Travel Michigan; and a variety of other clients. McCann Worldgroup is the world's largest multinational advertising agency system, with operations in 131 countries. It is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). To find out more about McCann Erickson, visit its Web site at http://www.mccann.com . Travel Michigan, a division of the Michigan Economic Development Corporation, is the State of Michigan's official agency for the promotion of tourism. Travel Michigan markets the state's tourism industry and provides valuable visitor information services. For more information on traveling in the State of Michigan, visit the official travel Web site at http://michigan.org , or call (888) 78-GREAT.
SOURCE Travel Michigan
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