Pure Michigan Campaign Generates a Record $1 Billion

Michelle Begnoche

Monday, March 26, 2012

2011 Summer Advertising Attracted 3.2 Million Visitors to Michigan

LANSING – On the heels of the launch of Michigan’s largest national tourism ad campaign to date, a new study by Longwoods International shows that last summer’s Pure Michigan advertising campaign brought record numbers of out-of-state visitors to Michigan in 2011. Summer advertising motivated 3.2 million trips to Michigan last year, and those visitors spent one billion dollars at Michigan businesses, paying $70 million in Michigan taxes. 

Comparing that $70 million with the $14.2 million spent on Pure Michigan summer out-of-state advertising last year, the state received $4.90 back for each dollar invested in Pure Michigan advertising in 2011. The cumulative return on investment since the Pure Michigan campaign began in 2006 is now $3.70, up from $3.29 last year. 

“The Pure Michigan campaign is delivering impressive results for our state, bringing millions of new visitors and their dollars to Michigan,” said Governor Rick Snyder. “It is because of the campaign’s positive impact on Michigan jobs and businesses and proven return on investment that I have made consistent and substantial funding for Pure Michigan a top priority of my administration.” 

Of the 3.2 million out-of-state visitors generated by Pure Michigan last summer, 2 million came from the Great Lakes region and 1.2 million came from more distant markets around the country. In 2010, the Pure Michigan summer advertising motivated a total of 2 million trips from out of state, 1.2 million from the Great Lakes region and nearly 900,000 from more distant markets. 

“This data shows steady increases in both the number of visitors Pure Michigan is bringing to the state and the amount of money they are spending at Michigan businesses on those trips,” said George Zimmermann, Vice President for Travel Michigan, part of the Michigan Economic Development Corporation. “We are only in our fourth year of national advertising, but we are making progress toward our goal of making Michigan one of America’s most popular summer vacation destinations.” 

The 2012 Pure Michigan national advertising campaign will air more than 5,000 Pure Michigan TV commercials on cable network channels through June. The total budget for the 2012 national campaign is $12 million. 

To read the Michigan's 2011 National and Regional Tourism Advertising Campaign Evaluation and Image Study, go to www.michigan.org/travelroi2011

Longwoods International is a research firm specializing in tourism advertising return on investment. 

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.