Monday, April 19, 1999
CHICAGO-A major six week ad campaign targeting Chicago companies begins here this week. The State of Michigan is spending approximately $900,000 on the campaign aimed at attracting Chicago-based companies, and their expansions, to Michigan. The campaign, which has already run in New York and will be unveiled in Cleveland and Toronto later in the year, is geared toward CEOs and business executives, and focuses on the state's diverse economy and educated workforce. The campaign's tagline, "Today it's not enough to be street smart...you've got to be state smart," is delivered by 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, president and CEO of the Michigan Economic Development Corporation, which is sponsoring the ads. "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." Michigan was recently ranked the number one business location in the United States by Site Selection magazine for the second year in a row. More than 1,700 new plants and expansions located in Michigan in 1998, setting an all-time record for any state in the last 30 years. Illinois ranked eighth with 448 projects in 1998. Plants, Sites & Parks magazine also recently ranked Michigan the number one state for business growth. "Chicago residents already vacation in Michigan, now they can work near where they play," Rothwell said. "With our wide array of industries, rapid growth and the nation's best workforce, Michigan is a smart choice for Chicago companies looking to expand or relocate." The advertising campaign will include televison, newspaper, magazine and radio advertising. Two separate television commercials will air heavily on WLS-TV (ABC), WMAQ-TV (NBC), WTTW-TV (PBS), and CNN. The radio spots will run steadily on WLS-AM, WBBM/WMAQ, WSCR-AM, WGN-AM and WNIB-FM. Print ads will run in the Chicago Tribune, the Wall Street Journal (Chicago edition), Crain's Chicago Business, Business Week (local and regional editions) and Fortune (local and regional editions). Internet ads may also run on select business sites.