Pure Michigan kicks off 2012 campaign


The Pure Michigan national cable TV campaign for spring and summer hit the airwaves across the country 3/19. It runs through June. This year, four private sector partners — Ann Arbor, Mackinac Island, The Henry Ford and Traverse City — are contributing a combined $2 million toward the national effort.

Pure Michigan spots will air nationally more than 5,000 times combined on A&E, ABC Family, Animal Planet, Bravo, CMT, CNN, the Cooking Channel, E!, Food Network, Fox News, the Golf Channel, HGTV, Lifetime, Lifetime Movie Network, MSNBC, Nick at Nite, OWN, the Outdoor Channel, Oxygen, Style, The Learning Channel, the Travel Channel, USA, WE and the Weather Channel.

Featured ads in the rotation include 14 Clubs, A Simple Sunrise, Dancing in the Streets, Gone Fishing, Lost & Found, Perfect Spot, Perfect Summer, Tee Times, The Potential of Water, Treasure, and Up in the Air.

The total budget is $12 million, the largest budget ever dedicated to promoting Michigan as a tourism destination nationally. National partner ads will be added to the rotation beginning in mid-April. Ann Arbor, MI is a new national partner for 2012, and will focus on showcasing a sense of place that includes both tourism and economic development components.  This will be the second year for the Mackinac Island, The Henry Ford and Traverse City partnerships.

Each of the four national sponsors contributed $500,000 as part of the Travel Michigan Partnership Advertising Program. As part of this sponsorship, television spots featuring Ann Arbor, Mackinac Island, The Henry Ford and Traverse City will be included in the national rotation. All partnership advertising also includes the Pure Michigan brand identity, a featured web presence on michigan.org and support for PR and social media efforts.

The Birmingham, MI office of McCann Erickson developed the strategy and creative for the Pure Michigan campaign in 2006. The campaign expanded from a regional campaign in 2006-2008 to a national campaign in 2009.