Pure Michigan Summer Advertising Campaign Launches Today

Additional Advertising Dollars to Reap Great Returns to State

May 05, 2008, 01:00 ET from Travel Michigan

    LANSING, Mich., May 5 /PRNewswire/ -- The 2008 Pure Michigan summer
 campaign hits the airways May 5th. Increased tourism promotion funding
 arrived in time to capture the attention of potential out-of-state visitors
 as they make this summer's travel plans. "With the additional promotional
 dollars, we will enhance the Pure Michigan presence in our key markets and
 expand the campaign into Columbus, Dayton and St. Louis for the first
 time," said George Zimmermann, vice president for Travel Michigan, a
 business unit of the Michigan Economic Development Corporation.
     In addition to Columbus, Dayton and St. Louis, out-of-state advertising
 started today in Chicago, Milwaukee, Indianapolis, Cleveland, Cincinnati,
 Toledo, Ft. Wayne, South Bend, Green Bay and Ontario, Canada. In-state
 advertising will air in Michigan starting May 12th. The tourism promotion
 budget for 2008 is $17.5 million, up from $13.2 million in 2007.
     The bill signed by Michigan's Governor Jennifer Granholm to increase
 the Pure Michigan tourism promotion campaign promises to return millions to
 the state, based on a recent study commissioned by Travel Michigan, the
 state's official tourism marketing office. Longwoods International, a
 research firm specializing in tourism advertising return on investment
 (ROI), showed that for each dollar spent on advertising in out-of-state
 markets, $2.82 came back to the state of Michigan in the form of new tax
     "The study evaluated the impact of Travel Michigan's advertising
 campaign from 2004-2007," said Zimmermann. "During those four years our $20
 million in advertising in Chicago, Cleveland, Indianapolis, Cincinnati,
 Milwaukee, and Ontario, Canada attracted more than 3.8 million visitors who
 would not have traveled to Michigan otherwise. They spent more than $800
 million statewide at Michigan businesses, resulting in an additional $56.4
 million in new tax dollars for the state treasury. The bottom line is that
 Michigan's ROI from tourism promotional activities is positive for the
 state," said Zimmermann.
     The Pure Michigan advertising program touts the state's natural
 resources, recreational activities and cultural attractions through
 television and radio spots, outdoor boards, public relations programs and
 the michigan.org Web site. "The campaign communicates what is magic,
 unspoiled, timeless and true about the state," said Zimmermann. Pure
 Michigan has received awards and generated unprecedented interest since it
 launched in 2006, and has helped make michigan.org the number one state
 tourism Web site in the nation in 2007. Tourism is a vital industry in
 Michigan, contributing $18.8 billion to Michigan's economy annually. It
 accounts for 200,000 jobs and generates $1.1 billion in state tax revenues.
     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
     Contact: Kirsten Borgstrom, (517) 335-1871
Jenny Schilp, (248) 225-6744

SOURCE Travel Michigan