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Pure Michigan campaign helps the U.P.

August 18, 2010
Daily Press

Michigan made the right move when it started the Pure Michigan advertising campaign. It was even wiser to renew the ad campaign this year, in spite of protests.

Recently, the highly effective ad campaign was recognized after receiving a record four U.S. Travel Association Mercury Awards. They include Best State Tourism Television Commercials, Best State Tourism Radio Commercials, Best State Tourism Co-op (Partnership) Program, and Best State Tourism Welcome Center Program.

These four awards join the other Mercury Awards the campaign has already received including Best State Tourism Advertising Campaign (2007), Best State Tourism Television Commercials (2007), and Best State Tourism Radio Campaign (2008), Best State Tourism Radio Advertising (2009) and Best State Tourism Niche Marketing (2009).

If you have not seen the Pure Michigan commercials, you owe it to yourself to spend the few minutes it takes to watch one. They feature Michigan attractions, many in the Upper Peninsula, presented in a relaxing, appealing way that makes you want to jump in the car and take the family on a vacation to Michigan.

The commercials are aired on a variety of popular cable channels including Golf Channel, Travel Channel, A&E, Bravo, Style, Fine Living, HGTV, Food Network, TLC, E!, DIY Network, CNN, MSNBC, CNBC and Fox News.

As a result, many people across the nation who have never given Michigan a second thought, or just associated the state with hard economic times, have incentive to come here.

The Pure Michigan campaign seems to be working. State officials calculate the inaugural Pure Michigan national advertising campaign in 2009 motivated 680,000 new trips to Michigan from outside the Great Lakes region and resulted in more than $250 million being spent at Michigan businesses. For every dollar spent on the Pure Michigan national campaign, new visits to Michigan stimulated by that advertising generated $ 2.23 in new state tax collections.

That's not only good for Michigan, but the Upper Peninsula and Delta County. This region relies on tourism dollars for much of its economic well-being. Bottom line - the Pure Michigan campaign is bring tourists to the state. That can only help the place we call home.



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