Pure Michigan campaign produces results

Published 6:47 am Friday, April 13, 2012

New studies show that last summer’s Pure Michigan campaign helped bring in a record number of out-of-state visitors in 2011, said Sen. John Proos.

“Pure Michigan is a successful, award-winning tourism promotion program that has had a direct, measurable effect on boosting tourism in Southwest Michigan,” said Proos, R-St. Joseph. “In addition to supporting our state’s tourism industry and the thousands of Michigan job providers and families who depend on it, the program is helping the state budget. For every dollar we invested in Pure Michigan last summer, the state got back almost five dollars in revenue.”

According to the Michigan Economic Development Corp. and the state tourism group Travel Michigan, the summer promotion generated 3.2 million trips to Michigan and visitors spent $1 billion at Michigan businesses, paying $70 million in taxes

“The Pure Michigan campaign has helped get the word out to people all over Michigan and beyond that there is much to do and see in Southwest Michigan,” said John Marple, owner of the Old Harbor Inn in South Haven. “The ads have given my business a boost and have done the same for many hotel owners across the state. Right now, we are gearing up for another season of growth at the inn.”

The 2011 summer campaign cost $14.3 million and brought back $4.90 in taxes for each dollar spent. The state also recently announced a new advertising partnership with Coca-Cola. Under the partnership, idyllic Michigan scenery will cover Coca-Cola trucks and vending machines at no cost to the state.

“The Pure Michigan promotion is a productive investment, and I hope its success continues in Southwest Michigan,” Proos said. “I strongly support this campaign because it accomplishes three goals at once: helping keep and create jobs, generating more state revenues and improving Michigan’s national image to entrepreneurs considering locating in our state.”