Pure Michigan Showcases Travel Potential to National Audience

Release Date

March 18, 2015

LANSING – In anticipation of warm weather, the Pure Michigan national advertising campaign launched on national network and cable television this week. The national advertising campaign is a key component in the effort to grow out of state visitor spending throughout Michigan.

The total budget for this year’s national advertising campaign is $12 million, including $2 million contributed by four national partners – Ann Arbor, Grand Rapids, Great Lakes Bay Region and Traverse City.

“This national television campaign lays a strong foundation for the work we are doing to inspire potential visitors from around the country to add Michigan to their must-see vacation destinations,” said David West, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “The increased awareness from national advertising helped us to reach record levels of leisure travel spending in the state last year, and provided tremendous opportunities for local communities and Michigan’s tourism industry.”

In addition to airing on ABC’s Good Morning America and NBC’s Today Show, Pure Michigan television ads will also been seen on national cable channels and air more than 5,000 times through early June. Cable channels with Pure Michigan spots will include A&E, Animal Planet, Bravo, Cooking Channel, Destination America, DIY Network, Food Network, Hallmark Channel, HGTV, Lifetime, Lifetime Movie Network, Nickelodeon, Nick@Nite, OWN, Outdoor Channel, Oxygen, TLC, Travel Channel, WE and the Weather Channel.

Television ads airing as part of the national rotation will include Open Road, A Simple Sunrise, The Potential of Water, 14 Clubs, Tee Times, Perfect Spot, Gone Fishing, Treasure, Fresh, Perfect Summer and Sand. These ads, along with many other Pure Michigan ads and videos can be found on the Pure Michigan YouTube channel.

Pure Michigan brand spots began airing on March 16, with national partner spots being added to the rotation beginning the week of April 6. Each of the four national partners contributed $500,000 as part of the Travel Michigan Partnership Advertising Program. Travel Michigan matches the contributions of these private sector partners, doubling the size of each partner advertising buy.

The Birmingham, Michigan office of McCann Erickson has developed the strategy and creative for the Pure Michigan campaign since 2006. The campaign expanded from a regional campaign in 2006-2008 to a national campaign in 2009.

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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