pure michigan

(photo by Steve Carmody/Michigan Radio)

The “Pure Michigan” tourism campaign targeted a new audience over the weekend….NASCAR fans.   The state tourism marketing campaign sponsored the nationally televised “Pure Michigan 400” race on Sunday at Michigan International Speedway.   It's part of the state’s 25 million dollar tourism promotion budget.  

Michael Finney is the President the Michigan Economic Development Corporation.  He says the NASCAR sponsorship is part of an evolution of the marketing campaign.  

Nobody needs me to tell them that this has been a rough decade for Michigan’s economy. The roughest since the Great Depression of the nineteen-thirties.

And, as the stock market plunge indicates, a return to the prosperity we used to take for granted is nowhere in sight.

That doesn’t mean, however, that there aren’t a few bright spots, and one of the brightest has been tourism. A few weeks ago, I spent an hour with George Zimmerman, who runs Travel Michigan the official state tourism promotion agency.

submitted by Andy Case

Andy Case thinks the Midwest has an image problem. Even worse, he says, is that Midwesterners buy into the characterization of the Midwest as “flyover country,” or not as interesting as the East or West coasts.

Case, a native of Plymouth, Mich., says this mentality causes people to leave the region in search of economic opportunity. He decided to do something to try to change that way of thinking -- and that led to his blog, Midwestern Gentleman.

“I didn’t see anything that said ‘I’m proud to be from the Midwest and here’s why,’ And, I think my blog is highlighting things that make the Midwest great, and why it’s great,” said Case.

“Hopefully, (people) identify with that and choose to stay in the region, and follow their professional careers here instead of somewhere else.”

Case started  Midwestern Gentleman while a student at Michigan State University. When he graduated, in May of 2009 it took him months to find a job .He eventually landed one in advertising and works in Detroit.

Despite the long search, Case was a little frustrated with those in his graduating class who left the state.

Jennifer Guerra / Michigan Radio

The state’s popular Pure Michigan tourism campaign is headed to the race track this summer.

Pure Michigan will sponsor its first NASCAR race at the Michigan International Speedway. It will be billed as the Pure Michigan 400. ESPN will be broadcast the race  nationwide and run Pure Michigan ads during the event.

michigan.org

 LANSING, Mich. (AP) - The state's popular Pure Michigan tourism campaign has gotten a $3 million boost from private-sector partners to support advertising this year.

The Travel Michigan Ad Partnership Program announced Monday that the contributions from 28 communities and destinations in Michigan are double those from 2010. The Michigan Economic Development Corp. is matching those contributions.

Mackinac Island, The Henry Ford in Dearborn and Traverse City are national sponsors, each contributing $500,000 toward the Pure Michigan national campaign. Travel Michigan says the money means ads will be able to run longer on cable television networks nationwide.

Pure Michigan campaigns promote the state's beaches, golf courses and other destinations to potential tourists.

Daniel E. Johnson / Creative Commons

Pure Michigan's latest ad features the city of Grand Rapids. 

The new commercial paints Grand Rapids as the state's 'go to' place for arts and culture, with lines like "where food is art, and music flows in every color imaginable; let's start living the artful life."

(photo by Steve Carmody/Michigan Radio)

Michigan’s tourism industry is expected to see a boost in business this year.  Michigan State University tourism experts are predicting a 4% increase tourism spending this year, thanks in part to an expected increase in business travel. 

 MSU researcher Sarah Nicholls says Michigan's tourism industry will build on improving conditions seen last year.

www.michigan.org

Governor Rick Snyder signed full funding into law for the Pure Michigan ad campaign.

He signed the funding plan at the Henry Ford Museum in Dearborn today, saying his plan to pay for the Pure Michigan ad campaign through a venture capital fund will work this year and next year.

He says he will continue to evaluate the effectiveness of the ad campaign over the next two years:

“I’m the metrics and dashboard person, so we’re going to focus on metrics and dashboards on everything we do,” said Snyder.

David Plotzki / Flickr

Governor Rick Snyder is expected to sign a bill today that would extend the life of the state's 'Pure Michigan' advertising campaign.

The measure allows for an addition $10 million to fund the popular ads. The Associated Press reports:

That's double the previous amount and raises overall Pure Michigan funding for this budget year to $25 million, as Snyder requested.

It will be the third bill signed by the new Republican governor, who took office in January. He signed two agricultural bills Tuesday.

Pure Michigan campaigns promote the state's beaches, golf courses and other destinations to potential tourists. The extra $10 million will pay for regional campaigns targeting cities such as Chicago, Columbus, Cleveland and Indianapolis.

The Governor is scheduled to sign the bill this afternoon at the Henry Ford museum in Dearborn.

(photo by Steve Carmody/Michigan Radio)

A bill that would fund the Pure Michigan ad campaign for the entire year will soon be on its way to Governor Rick Snyder for his signature. The Legislature has approved the additional dollars to keep the campaign on airwaves through the busy tourism months. 

Republican state Senator Geoff Hansen says the funding had to be approved this week before ad-buy costs go up. 

"It was more important that we got it done right now because every day that we delay this means that we’re going to have that less of a chance to buy the ads that we need. We can buy more now than we can in a week, so it was just so important to get it done.”  

The state will tap a venture capital fund to pay for the ads for the balance of this year. Hansen says lawmakers still need to find a permanent funding source for the Pure Michigan ad campaign. But he does not think they will deal with that issue until next year.

Steve Carmody / Michigan Radio

A State House committee this morning approved $10 million to for the Pure Michigan tourism advertising campaign. The full House is expected to vote on the funding this week, and the Senate next week.

The measure may hit the governor’s desk before the end of the month. 

George Zimmerman is a vice president with Travel Michigan.  He says the money is needed as soon as possible.

 "The funding for the national cable TV buy has already been provided up to this point.   But we don’t really have the funding yet for the regional Spring/Summer buys, in key out of state markets like Chicago, Indianapolis, Cleveland, Columbus etc."

The Pure Michigan campaign is expected to be fully funded at $25 million this year with a mix of public and private money.  The Pure Michigan advertising campaign is credited with boosting the state’s tourism industry, but state budget cuts threatened to keep the campaign off the air.

Pure Michigan

A measure to fully fund the Pure Michigan advertising campaign for the rest of the year appears poised for a vote next week in a state House committee.

Tourism officials and travel-related business owners showed up at the first hearing to support the legislation.

Dan Musser’s family owns the Grand Hotel on Mackinac Island. He says the national ad campaign has helped draw a growing number of out-of-state visitors to the island.

"Our potential is even greater than our success at this point, but if the campaign is not fully funded, we’ve wasted the opportunity for the Pure Michigan brand to reach its full potential. That potential brings tax revenues to the state, supports and creates jobs for Michigan residents."

Musser also says Mackinac Island is splitting the cost of a $1 million nationwide Pure Michigan ad purchase with the state’s tourism agency, Travel Michigan.

The ad will use the Pure Michigan brand to specifically promote Mackinac Island to travelers.

The Henry Ford in Dearborn will also share the costs of national campaign promoting the museum and the Pure Michigan brand.

Travel Michigan says about 30 other resorts and regional tourism offices  are also forming Pure Michigan ad partnerships with the state.

The Pure Michigan campaign will run out of money mid-year without an infusion of more funds.

A state House committee will hold its first hearing tomorrow on a plan to tap into a state-operated venture capital fund to keep the Pure Michigan campaign on the air for the rest of 2011.

Earlier efforts to come up with an acceptable fee or tax to pay for the campaign have failed.

Cedar Bend Drive / Flickr

Republican state Representative Wayne Schmidt of Traverse City introduced a bill yesterday in the state House that would transfer $20 million into the state's 'Pure Michigan' tourism ad campaign. That would be an increase from the $10 million that's currently planned.

The state’s new economic development chief says the “Pure Michigan” tourism campaign should also be used as a tool to grow and attract businesses. Rick Pluta, Michigan Public Radio Network's Lansing Bureau Chief sent us this report from the Capitol:

Michael Finney was confirmed as the new CEO of the Michigan Economic Development Corporation by its board of directors. Finney was Governor Rick Snyder’s choice to lead the agency.

Finney says the “Pure Michigan” campaign is already a success story in selling the state as a tourist destination:

So we want to find ways to use that as a brand that will represent both tourism and business in our state. We think it’s a great brand and we intend on exploring that further as we go about our business of effectively marketing Michigan as a desired place to grow a business.

Finney says that can be done using free media and without increasing the Pure Michigan ad budget. He also says there will be a shift in the focus of the state’s economic development efforts toward helping entrepreneurs who are already in Michigan grow their businesses and hire more workers.

The Pure Michigan advertising campaign is getting the money it needs.   Governor Granholm today signed the legislation authorizing funds to pay for ads promoting Michigan tourism.

The Associated Press reports: 

Gov. Jennifer Granholm has as expected signed a bill that will help pay for the Pure Michigan tourism advertising campaign. The bill that Granholm announced signing Wednesday transfers $10 million to the campaign from the state's 21st Century Jobs Fund.  The addition gives Pure Michigan more than $15 million for the current fiscal and will provide enough cash to pay for a winter and spring tourism campaign. The program would have been canceled if the extra money had not been approved. Pure Michigan advocates still are pushing to raise the annual budget for the program to about $30 million.

Governor Jennifer Granholm
Photo courtesy of www.michigan.gov

Update 12/3/2010 6:18 AM

After working into the early morning hours, the state legislature finished their 2009-2010 legislative session this Friday morning.

Lawmakers approved $10 million dollars for the 'Pure Michigan' advertising campaign.  Governor Granholm had wanted $25 million for the campaign. Democratic state Representative Dan Scripps said the deal could have been better:

You know, we’ve put two options on the Senate’s desk, and the governor’s put a third one, and essentially they punted and raided from another pot and I just don’t think that’s the way to go. We can do better than this.

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Update 12/2/2010 1:30 PM

Michigan Public Radio Network's Rick Pluta just let us know that Governor Granholm's office says she is trying to reach a deal to use economic development funds to get the 'Pure Michigan' advertising campaign back on the air. 

As the Detroit Free Press reports:

The Pure Michigan tourism ad campaign would be saved with a $25 million infusion from the state's 21st Century Jobs Fund, based on discussions today between lawmakers and Gov. Jennifer Granholm.

The tourism industry has also been pushing hard in the final days of the 2009-2010 legislative session to get state lawmakers to agree to fund the ad campaign.

Little Sable Point Lighthouse
David Plotzki/Creative Commons

State tourism officials are hoping to get the Pure Michigan tourism campaign back on the air-waves.

The campaign was stopped earlier this year when the state ran out of money to pay for the ads.

As Rick Pluta reports, Governor Granholm has asked the legislature to tap into a projected budget windfall as a short-term solution to pay for the ads.

Governor Granholm has said the 'Pure Michigan' campaign generates $2.23 in tourism-related activity for every dollar spent on the ads.

A poll of likely Michigan voters released earlier this month showed strong support for the Pure Michigan ad campaign.

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