Pure Michigan Campaign Launches New TV Commercials in Ohio, Southern Ontario and Wisconsin

A Fresh Strategy to Promote Tourism in Michigan

Jun 19, 2006, 01:00 ET from Travel 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
     "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