Pure Michigan campaign goes national


Via McCann Erickson Birmingham, MI, Pure Michigan, the state’s tourism ad agency, has launched its largest-ever national TV campaign. The $13 million effort runs 3/18 through the end of June and  includes running TV ads on some 30 networks (for a combined showing of more than 5,000 times a day).

Spots will air nationally more than 5,000 times combined on these cable networks: A&E, ABC Family, Animal Planet, Bravo, CMT, CNN, the Cooking Channel, Destination America, E!, Food Network, Fox News, the Golf Channel, HGTV, Lifetime, Lifetime Movie Network, MSNBC, Nick at Nite, OWN, the Outdoor Channel, Oxygen, Soapnet, Style, The Learning Channel (TLC), the Travel Channel, USA, WE and the Weather Channel.

The campaign, includes five private sector partners – Ann Arbor, Grand Rapids, Mackinac Island, The Henry Ford and Traverse City – as well as the launch of the Pure Michigan summer video series.

The total budget for the 2013 national advertising campaign is $13 million – the largest budget ever dedicated to promoting Michigan as a tourism destination nationally. The five national partners contributed $3 million towards the nation-wide campaign.

In addition to the start of the national advertising campaign, a new Pure Michigan summer video series features six popular warm weather activities and attractions in Michigan including biking, golfing, fishing, wineries, lighthouses and sand dunes. From outdoor adventure to family fun, the interactive summer video series showcases Michigan’s natural beauty and diverse offerings along with expert commentary to get the most out of a Pure Michigan vacation.  These summer videos are available on michigan.org and the Pure Michigan YouTube channel.