Pure Michigan Fall Ad Campaign Underway

Thursday, September 8, 2011

Highlights Michigan as a four season travel destination

LANSING – The fall advertising campaign for Pure Michigan hits the airwaves this week. The television and radio ads, including seven partner ads, will air regionally and statewide through early October. 

The total fall advertising budget of $2,390,976 includes $295,000 in funding committed by private sector partners as part of the Travel Michigan Ad Partnership Program. 

“Whether folks are planning one last warm-weather getaway or looking ahead to next year, we want to make sure Pure Michigan is at the top of their list,” said George Zimmermann, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “As we continue working to grow our travel and tourism industry in the state, this fall campaign will also help highlight Michigan as a four season destination for travelers. 

The fall ad campaign features two new partners – the cities of Holland and St. Ignace. These destinations will be featured in radio ads airing in-state as well as regionally in Fort Wayne, Ind., Toledo, Ohio and South Bend, Ind. 

Other regional markets being targeted by the fall campaign include Chicago, Ill., Indianapolis, Ind., Cincinnati, Cleveland, Columbus and Dayton, Ohio and Milwaukee and Green Bay, Wis. In Michigan, Pure Michigan ads will run in Detroit, Flint, Lansing, Grand Rapids and Traverse City. 

The Travel Michigan Partnership Program started in 2002 with a budget of $330,000. This year, the overall partnership advertising budget, which includes matching funds from Travel Michigan, has expanded to more than $6 million and included national partnerships for the first time. 

All partnership advertising includes the Pure Michigan brand identity and michigan.org as the call to action. Partners also have a featured web presence on michigan.org and support for public relations and social media efforts. 

2011 Fall Pure Michigan Advertising Partners are as follows: 

Regional Partners 
Beachtowns (Grand Haven, Harbor Country, Holland, Ludington, Muskegon, Saugatuck, 
Silver Lake Sand Dunes, Harbor Beach, South Haven, St. Joseph) 
Grand Rapids
Michigan Apple Council
Michigan Arts Council
St. Ignace

In-State Partners 
Sunrise Coast (Alpena, AuSable/Oscoda, AuGres, East Tawas/Tawas, Cheboygan, Harrisville, 
Rogers City, Standish) 

Travel Michigan, part 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 Michigan travel news and updates, go to michigan.org

About Michigan Economic Development Corporation (MEDC)

The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the focus on growing Michigan’s economy. For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook Instagram LinkedIn, and Twitter.