Pure Michigan campaign hits the road

Michelle Begnoche

Monday, April 8, 2013

New license plates now sport Pure Michigan logo, state’s tourism website

LANSING, Mich. – Millions of Michigan motorists now can become personal ambassadors of the state’s nationally known Pure Michigan tourism and economic development campaign wherever they go now that new license plates will carry its logo, announced Gov. Rick Snyder and Secretary of State Ruth Johnson today. 

New standard plates also will advertise the state’s tourism website at michigan.org and sport a blue wave along the bottom representing Michigan’s well-known reputation as the Great Lakes state with access to four of the Great Lakes and more than 11,000 inland lakes. 

“Anyone who has seen the Pure Michigan ads knows how beautifully they capture the natural wonder of our state,” Johnson said. “That’s why I’m pleased our new plates promote the effort and help spread the word about Michigan’s scenic beauty, outdoor attractions and urban excitement. I know Michigan drivers will feel proud to sport a Pure Michigan plate as they crisscross North America.” 

Gov. Snyder called the plates a new way to help strengthen the Pure Michigan brand, which encourages economic growth and job creation. 

“More tourism is good for Michigan families, communities and our economy,” Snyder said. “The Pure Michigan campaign successfully attracts out-of-state dollars and investment because we have such a great story to tell and so many unique destinations and opportunities. Now every driver can join the effort to promote the place we call home.” 

The final standard white plates with a blue bar across the top will be issued until they’re gone in each Secretary of State office, but customers can request a Pure Michigan plate if they prefer one. The cost of replacing an existing plate with a standard Pure Michigan plate is $5. All new personalized, veteran and fundraising plates will have the Pure Michigan logo without asking. The cost of getting an original plate will not change and motorists with a standard white-with-blue-bar plate do not have to get a new plate. 

“The Pure Michigan campaign has received an incredible response nationally,” said Michigan Economic Development Corp. President and CEO Michael A. Finney. “Now with the Pure Michigan logo on each plate, we can reinforce our brand wherever Michigan drivers go and encourage people to find the many ways they can enjoy Michigan sites and attractions.” 

The Secretary of State’s Office and the MEDC is celebrating the new plates with a contest on Facebook. People only need enter via Facebook for a chance to win a gift basket of Pure Michigan items, including a cook book, pen set and puzzle, among other items. Visit www.Facebook.com/MichSoS to enter. Participants are encouraged to share what Pure Michigan means to them on the Secretary of State Facebook page. 

The addition of the state’s tourism marketing effort on license plates isn’t the first time Michigan plates have carried a promotional message. From 1954 through 1982, plates touted Michigan as a “Water Wonderland,” “Water-Winter Wonderland” or the “Great Lake State.” From 1982 through 2006, plates read “Great Lakes.” Since 2006, the “Spectacular Peninsulas” graphic plate featured notable Michigan buildings, the Mackinac Bridge, state forests and an outline of the state with the Great Lakes. 

Michigan has about 10 million registered vehicles. 

Last month, the Michigan Economic Development Corp. (MEDC) announced that its 2013 national advertising campaign will have the largest budget ever — $13 million — dedicated to promoting Michigan nationwide as a tourism destination. The ads, voiced by actor and Michigan-native Tim Allen, appear on various cable networks. 

The MEDC serves as the state’s marketing arm and lead agency for business, talent and jobs, with a focus on helping grow Michigan’s economy.

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.