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