“Pure Michigan” targets beer tourists with radio (audio)


The Michigan Economic Development Corp. (MEDC) announced a new radio spot in major media markets in Ohio, Illinois, Indiana, Missouri and Ontario, that will promote Michigan craft beer tourism. The spot will promote beers including New Holland Brewing’s Dragon’s Milk, Huma Lupa Licious from Short’s Brewing , Grizzly Peak Brewing’s Steelhead Red and the Motown Lager from Motor City Brewing Works.

“These are names that let the imagination run wild, and let the taste buds take a stroll,” narrates celebrity voice Tim Allen in the new ad. “Let’s tap into life at its fullest and treat ourselves to a taste that’s Pure Michigan.”

The radio spot, which plugs Michigan hops cultivation (still in its infancy) as well as the state’s clean water reserves, is 1:00.

Hear it here:

Home to more than 100 breweries, Michigan is fifth in the nation for the number of breweries, microbreweries and brewpubs, says MLive.

The Pure Michigan website has a beer tourism landing page that includes maps, links and information related to beer tourism in state.

The ads will air in Chicago; Indianapolis; Cincinnati, Cleveland, Columbus and Dayton, Ohio; Milwaukee; St. Louis and Southern Ontario.

Allen has been the voice of Pure Michigan since the  campaign began.

Part of its national advertising campaign that launched 5/6, Pure Michigan’s  ad budget for the spring/summer campaign is $4,833,681, including $1,502,779 committed by partners. In total, private sector partners, including five national partners, are contributing $5.5 million in 2013 to help air Pure Michigan ads nationally, regionally and in-state. Partner contributions to the campaign have nearly doubled since 2011.

See the MLive story here