Pure Michigan Campaign Effectiveness Research

The purpose of this RFQ is to obtain quotations from research firms to study the effectiveness of the regional and national Pure Michigan tourism campaign. This analysis should be able to provide overall ROI, paid media-attributed ROI, as well as campaign effectiveness indicators. The report should also provide strategic marketing insights to guide the campaign’s targeting, branding, and communication efforts. The research partner will work closely with the agency partners of the Michigan Economic Development Corporation (MEDC) to identify and develop campaign effectiveness indicators and goals. Additional components of the research sought can be found under Scope of Work in the attached document.

 

Background of the Project

The Michigan Strategic Fund desires to provide critical research for its travel advertising campaign under the Pure Michigan brand. This research will analyze the return on investment of its travel advertising campaign, in addition to providing a comprehensive profile of visitors with an analysis of their perceptions and key motivators.

Travel Michigan, through its previous vendors, has conducted yearly studies assessing the impact of the winter, spring/summer, and fall waves of the Pure Michigan campaign, and reporting details on ROI for those waves and the previous year overall.

This RFQ is being issued for similar research on the 2026 advertising campaign. To help accomplish this objective, the MEDC will make available key data from other vendors such as Longwoods International (traveler numbers and characteristics with spending estimates and CoStar and All The Rooms (hotel and short-term rental lodging trends). Additional background can be found in the attached document.

Vendors interested in bidding on this project are directed to review MEDC needs reflected below and provide a proposal to the requestor indicated above. All questions shall be directed to that contact.

More Details:

• Vendors interested in bidding on this project are directed to review MEDC needs reflected HERE and provide a proposal to the requestor indicated below. All questions shall be directed to that contact.
• Project length/timeline: One year evaluation of 2025 campaign
• Budget/Range: up to $125,000
• Please return completed proposal and quote no later than 5:00 p.m. on March 5, 2026 via email to [email protected].