Pure Michigan Hits National Airwaves - Traverse City a National Partner
The 2014 Pure Michigan national television advertising campaign will launch Monday, March 17 on national cable channels as well as network television for the first time ever. The campaign will feature two new ads – Open Road and Summer Breeze, the ad for the Great Lakes Bay Region, this year’s new national partner.
The total budget for the 2014 national advertising campaign is $13 million, including $3 million contributed by six national partners towards the nation-wide campaign.
“Pure Michigan generated record spending by out-of-state visitors in 2013 and we are building on that momentum with two new captivating ads as well as making our official debut on network television,” said George Zimmermann, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “The national advertising campaign continues to grow and evolve as it makes the case for Michigan as a national tourism destination.”
Pure Michigan television ads will air on the network channels for NBC, CBS and ABC – the first time a Michigan tourism advertising campaign will air on network television. The ads will also again be seen on national cable channels, airing more than 5,000 times through June.
Pure Michigan television ads will run on the following channels: A&E, ABC Early Morning, ABC Daytime, ABC Family, Animal Planet, Bravo, CBS Daytime, CMT, Cooking Channel, Destination America, E!, Food Network, Golf Channel, HGTV, Lifetime, Lifetime Movie Network, NBC Early Morning, Nick At Nite, OWN, Outdoor Channel, Oxygen, TLC, Travel Channel, USA, WE, Weather Channel.
In addition to the new Open Road ad, featured ads include A Simple Sunrise, The Potential of Water, 14 Clubs, Tee Times, Perfect Spot, Gone Fishing, Treasure, Fresh, Perfect Summer and Sand. Visit the Pure Michigan YouTube channel to view many of these spots, and a variety of other Pure Michigan ads and videos.
The national campaign will start with Pure Michigan brand spots with national partner ads being added to the rotation April 7.
In addition to the new Great Lakes Bay Region national partnership, spots will also air for five other national partners – Ann Arbor, Grand Rapids, Mackinac Island, The Henry Ford and Traverse City. Each of the six national partners contributed $500,000 as part of the Travel Michigan Partnership Advertising Program. Travel Michigan matches the contributions of these private sector partners, doubling the size of the advertising buy.
“The growth of our partnership program has been critical in expanding the reach and duration of the Pure Michigan national advertising campaign while introducing a national audience to six terrific destinations Michigan has to offer,” Zimmermann said.
The Birmingham, Michigan office of McCann Erickson has developed the strategy and creative for the Pure Michigan campaign since 2006. The campaign expanded from a regional campaign in 2006-2008 to a national campaign in 2009.
Pure Michigan is a brand representing business, talent and tourism initiatives across Michigan. These efforts are driven by the Michigan Economic Development Corporation, which serves as the state’s marketing arm and lead advocate for business growth, jobs and opportunity with a focus on helping grow Michigan’s economy.
Northwest Michigan Works! is an essential resource for employers and job seekers in the Northern Michigan area.Kathy Stuart, Michigan Rubber Products Human Resource Manager