What We Can Learn From "Pure Michigan"

The Pure Michigan tourism advertising campaign recently had its funding renewed by the Michigan state legislature.  State Representative Brad Jacobsen was quoted as saying "Pure Michigan is essential in promoting Michigan tourism to both residents and out-of-state visitors.  The program has been a tremendous boost to our struggling economy and investing in the campaign will bring additional recognition and business to Michigan tourist attractions."  The Pure Michigan campaign is being funded largely from the 21st Century Jobs Fund. 

The campaign was launched in 2006.  In its first three years the advertising is said to have brought 5 million new visitors to Michigan and they spent approximately $1.3 billion dollars.  The Pure Michigan campaign has been recognized with both state and national honors.  This high quality marketing effort has yielded measurable results.  So why has it been so successful and what can the average business owner learn from the strategy and the message?  We'll look at the answers to those questions and more in the next few days.  For today, use the link below to view some of the ads in the Pure Michigan tourism campaign.  www.michigan.org