©2016 Michigan Economic Development Corporation

STATE TOURISM CAMPAIGN RESULTS IN 36% INCREASE IN FIRST YEAR 'Great Lakes. Great Times.' Brings Great Results

Monday, May 04, 1998

John Truscott
(517) 335-6397

'Great Lakes. Great Times.' tourism campaign resulted in a 36 percent increase in tourism inquiries in its first year with no new dollars spent according to figures released today by Governor John Engler. The campaign which was launched last May 1 by Travel Michigan, resulted in more than 500,000 individuals requesting Michigan tourism information over the past year. "Michigan's new tourism campaign is a tremendous success," said Governor Engler. "By focusing our marketing in Chicago, Detroit, Cleveland and Minneapolis, and creating a sophisticated outdoor image, Michigan has reemerged as the dominant tourism state in the Midwest." While overall tourism inquiries rose by 36 percent, inquiries in the state's four target markets increased by 95% in Chicago, 60% in Detroit, 63% in Cleveland, and 62% in Minneapolis. In the first four months of 1998, more than 250,000 people have contacted Travel Michigan for tourism information. Governor Engler has proposed a $2.3 million funding increase to expand the 'Great Lakes. Great Times.' campaign into the state's next four largest markets of Ontario, Cincinnati, Indianapolis and Milwaukee. Michigan's tourism industry ranks sixth nationally with more than 35 million trips taken annually. Tourism is the state's second largest industry generating more than $9 billion in revenues and directly employing more than 150,000 Michiganders. Governor Engler concluded by saying, "With a booming economy, low gas prices, and a tourism marketing effort delivering spectacular results, 1998 should be a banner year for Michigan tourism and in Michigan that translates to even more jobs." Travellers wishing to receive free Michigan tourism information can call toll free (888) 78-GREAT or visit Travel Michigan's web site at www.michigan.org for more information.