Monday, March 01, 1999
"Today It's Not Enough to be Street Smart . . . You've Got to be State Smart"NEW YORK-- A major six week ad campaign targeting New York companies intensifies this week as television spots begin airing here. The State of Michigan is spending over $1 million on the campaign aimed at attracting New York-based companies, and their expansions, to Michigan. The campaign, which will also be unveiled in Cleveland, Ontario and Chicago later in the year, is geared toward CEOs and business executives, and focuses on the state's diverse economy and its educated workforce. The campaign's slogan, "Today it's not enough to be street smart . . . you've got to be state smart," features several prominent Michigan business executives including: Peter Karmanos (Compuware), Bill Marohn (Whirlpool), Dick Haworth (Haworth), Dr. Peter Corr (Parke-Davis R&D) and Rick Snyder (former President, Gateway Computers, now president of Avalon Investments, a high tech venture capital firm based in Michigan). "Michigan is back, and attracting companies in record numbers," said Doug Rothwell, CEO and department director of the Michigan Jobs Commission, the state's lead economic development agency. "That makes it a great time to let the business communities in some of our competitor states know what the Michigan of today has to offer." Recently, Michigan was ranked the number one business location in the United States by Site Selection magazine for the second year in a row. More than 1,722 new plants and expansions located in Michigan in 1998, setting an all-time record for any state in the last 30 years. New York ranked fifth with 1,025 in 1998. Plants, Sites & Parks magazine also recently ranked Michigan as the number one state for business growth. "Michigan is the center of the auto industry, as most people know, but we're also home to information technology, machine tool, office furniture, electronics and so many other industries that people don't know as much about," Rothwell said. "This diversity of industries and rapid growth make Michigan a smart choice for New York companies looking to expand or relocate." The advertising campaign will include television, newspaper, magazine, radio and Internet-based advertising. Two separate television commercials will air heavily on WABC-TV, WNBC-TV, WNET-TV and CNN. The radio spots will run steadily on WCBS/WINS, WQXR-FM, WABC-AM and WFAN-AM. Print ads are currently running in The New York Times, the Wall Street Journal, Business Week and Fortune. Internet ads are running on CBS Marketwatch, CIO.com, the New York Times website, Quote.com, TheStreet.com, and Wall Street Journal Interactive.