The three-year partnership between MIS and Pure Michigan is a continuation of what started in 2011, and the first time a state’s branding agency sponsored NASCAR’s premier stock car series. The inaugural Pure Michigan 400 in 2011 received overwhelmingly positive feedback from fans and tourists alike.
The three-year partnership was announced today at the North American International Auto Show with two of NASCAR’s most popular and successful drivers, Ryan Newman and Sam Hornish Jr.
“As we began expanding the Pure Michigan brand beyond travel in 2011, our public and private partners quickly found the power of Pure Michigan to help all of us market Michigan and grow our economy,’’ said MEDC President and CEO Michael A. Finney. “Pure Michigan tells the story of the people, places and treasures that are uniquely Michigan and MIS is part of that story.’’
Another example of a new Pure Michigan partnership announced earlier today: a collaboration with the state Department of Natural Resources (DNR) and Holland, Mich.-based Hudsonville Creamery & Ice Cream Co. to develop a Pure Michigan ice cream flavor and take it across Michigan this summer in a Pure Michigan RV that will share the flavor and help DNR promote its park programs including its Recreation Passport.
“The Pure Michigan 400 has proven to be an effective way to bring the Pure Michigan message to 75 million NASCAR fans nationwide,’’ said George Zimmermann, Vice President for Travel Michigan at MEDC. “We encourage NASCAR fans from all over the U.S. to join us in Michigan for great racing at an outstanding track this summer.’’
One of Pure Michigan’s main goals is to attract visitors and investments to Michigan. The title sponsorship of the Pure Michigan 400 in 2011 introduced the Pure Michigan branding message to 75 million NASCAR fans nationwide. This followed the $11.5 million Pure Michigan national cable television advertising buy on the air from March 14, 2011, through early July.
|George Zimmermann, Roger Curtis, Ryan Newman, and Sam Hornish, Jr.|
"The key to the success of our partnership in 2011 was Pure Michigan and MIS had, and still has to this day, similar goals: We both want people to come to this state and see all the wonderful things it has to offer – beautiful landscapes, fun activities year-round and awesome NASCAR racing,” said MIS President Roger Curtis. “That has always been our brand and that message resonated with all our guests that MIS IS Michigan. We just fit.”
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.
The Michigan Economic Development Corporation, a public-private partnership serving as the state's marketing arm and lead agency for business, talent and jobs, focuses on helping grow Michigan's economy. For more on the MEDC and its initiatives, visit: michiganbusiness.org.
For more on Michigan travel ideas, visit: michigan.org
Nestled in the lush Irish Hills of Southeastern Michigan, Michigan International Speedway is the Great Escape, a venerable NASCAR national park where fans can get away and enjoy the very best in racing and camaraderie. It’s the love of racing and the thrill of a great time for race fans and drivers alike.
Keep up with Michigan International Speedway via Twitter @MISpeedway or on Facebook at www.facebook.com/MISpeedway. Join our Mobile Fan Club by texting MISCLUB on a Sprint Handheld or other mobile device to 69050 on a Sprint Smartphone or other mobile device. Standard text message rates may apply.
|From Left: NASCAR drivers Sam Hornish Jr. and Ryan Newman, Michigan International Speedway's Roger Curtis, and Pure Michigan vice president George Zimmermann |
The best, guaranteed lowest prices in 2012 will go to customers who make a $10 goodwill deposit. New customers can log onto http://www.MISpeedway.com or call 800-354-1010 to leave a deposit by Jan. 31. That deposit ensures race fans get the best pricing for 2012.
All other tickets go on sale Feb. 1.
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MIS senior director of Marketing and Communications (517) 592-1208 or firstname.lastname@example.org
MEDC Communications Specialist (517) 763-6078 (cell) or email@example.com