Friday, May 02, 2014
LANSING – Pure Michigan’s 2014 summer regional advertising campaign will launch May 5 on the heels of new data showing leisure travel spending in the state reached record levels in 2013. According to D.K. Shifflet & Associates, visitor spending in Michigan hit $18.7 billion last year, including a record $13.8 billion in leisure travel spending.
The award-winning Pure Michigan national television advertising campaign has been airing on network and cable channels since March, helping to build on this success in 2014. The summer regional campaign will feature radio, television and billboards in local markets throughout the Great Lakes region.
“The momentum of the Pure Michigan campaign continues to grow, driving record levels of leisure travel spending and hotel occupancy in the state last year,” said Leslie Hornung, Senior Vice President of Marketing and Public Relations at the Michigan Economic Development Corporation. “Our summer regional campaign is a key component of our effort to attract new and repeat out-of-state travelers to Michigan.”
This year, 36 private sector partners are participating in the summer regional campaign. The budget for the regional campaign is $6,278,268, including $2,069,069 committed by these partners. In total, private sector partners, including six national partners, are contributing $6.3 million in 2014 to help air Pure Michigan ads nationally, regionally and in-state. The Michigan Economic Development Corporation matches these contributions as part of the Travel Michigan Ad Partnership Program for an overall partnership advertising budget of $12.6 million for the year.
The new Pure Michigan radio spot Songs of Summer will run regionally, in addition to the following returning spots: Untapped, Road Trip, First Tee, Catch Up and Mermaid Tails.
New partners for the 2014 regional campaign are Cheboygan, Escanaba, Keweenaw Peninsula, Mackinaw City, Petoskey Area and South Haven. Holland will unveil their new television ad during this year’s Tulip Time Festival.
“As we build on the national efforts already underway, our advertising partners in the industry have provided an opportunity to increase our visibility and expand into new local markets,” Hornung said.
Regional markets being targeted this season include Chicago, Ill.; Indianapolis, Fort Wayne and South Bend, Ind.; Cincinnati, Cleveland, Columbus, Dayton and Toledo, Ohio; Green Bay and Milwaukee, Wis.; and St. Louis, Mo. and Southern Ontario. In Michigan, Pure Michigan partner ads will run in Bay City, Detroit, Flint, Kalamazoo, Lansing, Grand Rapids, Saginaw and Traverse City.
Pure Michigan billboards – showcasing Miners Beach Falls, Bay Harbor, Presque Isle Park and the Les Cheneaux Islands – will be featured in regional and in-state markets. Chicago tour buses will also be branded with Pure Michigan again this summer and digital campaigns will be running in several markets.
2014 Pure Michigan summer regional advertising partners are as follows:
Great Lakes Bay Region
The Henry Ford
Beachtowns (Grand Haven, Holland, Muskegon, Saugatuck, Silver Lake Sand Dunes, South Haven, St. Joseph)
Binder Park Zoo/Battle Creek
Blue Water Area (Algonac, Clay, Harbor Beach, Lexington, Marine City, Port Austin, Port Huron, Port Sanilac, St. Clair)
Flint & Genesee County
Ludington & S.S. Badger
Michigan Wine Council
Mount Bohemia Adventure Resort
Sault Ste. Marie
Silver Lake Sand Dunes
Sunrise Coast (Alpena, AuGres, AuSable/Oscoda, Harrisville, East Tawas/Tawas, Rogers City/ Presque Isle, U.S. 23 Heritage Route/Standish)
Pure Michigan is a brand representing business, talent and tourism initiatives across Michigan. These efforts are driven by the Michigan Economic Development Corporation, which serves as the state’s marketing arm and lead advocate for business growth, jobs and opportunity with a focus on helping grow Michigan’s economy.
For more on the MEDC and its initiatives, visit: michiganbusiness.org. For Michigan travel news, updates and information, visit michigan.org.
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