Pure Michigan!

by James P. Hallan
MRA President and Chief Executive Officer

“Twenty-five thousand mornings, give or take, is all we humans get. Make sure some are Pure Michigan.”

I wish I had written that. But credit goes to the people at Travel Michigan and its ad agency who developed the “Pure Michigan” campaign. What a wonderful campaign, filled with imagery that conjures up the sights and sounds of our beautiful state.

If you have not had a chance to hear or see the “Pure Michigan” radio or TV ads, take a minute to visit the website at www.michigan.org and watch or listen to an ad. It is well worth your time and makes you proud to live in Michigan.

Many of us remember the old “Say Yes to Michigan” campaign that promoted Michigan as a tourist destination state. The “Pure Michigan” campaign is even more powerful and has produced some startling results.

At MRA’s Annual Meeting, George Zimmerman, vice president of Travel Michigan, presented highlights of the Pure Michigan campaign, including several ads, marketing strategy, and even data on the return on investment calculated by hotel occupancy. The results are impressive.

Even more clever—and useful to our members—is the fact that cities, attractions, retailers and other businesses can get a free listing on the Pure Michigan website, with a page that may include a description, photo, link to your business’s website and contact information including a map link. If you would like more information about this opportunity, contact Carol Royse of Travel Michigan at 517.373.3848 or roysec@michigan.org.

In many respects, the prosperity of Michigan is linked to tourism. What other state has Greenfield Village, Holland’s Tulip Time, Frankenmuth, Mackinac Island and sparkling lakeshores?

When tourism is vibrant, the hospitality and retail industries thrive. So it’s good to see that the legislature has dedicated funds to keep the Pure Michigan campaign alive for several years.

Let me leave you with this imagery from one of the ads: “Immerse yourself in a land of crystal water, unwalked trails, and colors that didn’t come from a paint can.”

Wow! That’s good stuff. And, for those of us who live in Michigan, it says it all.