Lansing, Michigan – New television and radio commercials, part of the ‘Pure Michigan’ tourism campaign, launched this week in Chicago, Cincinnati, Cleveland, Indianapolis, Milwaukee and Ontario, Canada, as well as in Michigan markets. Travel Michigan’s out-of-state buy is $8.7 million; the Michigan media buy is $1.5 million. Tourism industry advertising partners contributed an additional $1.1 million, making the total Michigan summer promotion $11.3 million.
Building on a successful 2006 pilot campaign in three out-of-state markets, the Pure Michigan advertising campaign promotes 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.
“We are spending 80% of our advertising dollars out of state because we know that out-of-state visitors stay longer and spend more per trip.” said George Zimmermann, Vice President of Travel Michigan. “But we also need to remind Michigan residents – who take about 70% of Michigan’s leisure trips -- that Michigan is a great place to spend their summer vacation.”
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 are two additional television ads that feature urban dining and nightlife and outdoor activity. Four print ads and outdoor billboards focus on golf, outdoor activity 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.
The Pure Michigan advertising campaign can be viewed online at michigan.org/ads (the “Travelers Channel”).
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 michigan.org, or call (888) 78-GREAT.
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