"Pure Michigan" Ad Campaign Launches

LANSING, MI - Saturday, May 10, 2008 - The 2008 Pure Michigan summer campaign hit 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 revenue.

"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 michigan.org.