State: Return high on 'Pure Michigan' ads

6:08 PM, Jun 3, 2013   |    comments
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Pure Michigan released its guide this week, featuring a scene from Holland on its cover.

GRAND RAPIDS (WZZM) -- The city will be featured in its first ever national television travel promotion campaign. Experience Grand Rapids partnered with Pure Michigan, the state travel brand, to feature a :30 commercial played 3,000 times over the next three weeks on 10 cable TV networks.

The money will likely reap rewards with increased visitors, if past experience is any indicator. Pure Michigan says its campaign had its biggest impact ever in 2012. In a news release, Travel Michigan said the campaign attracted "3.8 million out-of-state visitors to the state, who spent a record high of $1.1 billion at Michigan businesses according to a just-completed report by Longwoods International.

The report, released at this year's Pure Michigan Governor's Conference on Tourism being held in Detroit, found the Pure Michigan campaign generated 580,000 more trips to Michigan in 2012 than in 2011. $79.1 million in new state tax revenues were generated as a result of the $1.1 billion spent by these visitors at Michigan businesses.

The return on investment for the award-winning Pure Michigan campaign also continued to climb in 2012. When compared to the $13.7 million spent on out-of-state advertising for the Pure Michigan campaign in 2012, the $79.1 million in tax revenue received by the state resulted in a return on investment of $5.76. The cumulative return on investment since the Pure Michigan campaign began in 2006 is now $4.10, up from $3.70.

Experience Grand Rapids says, "The 2012 Grand Rapids Pure Michigan regional marketing campaign, conducted by Longwoods International, attracted an incremental 381,100 visits to the area yielding a local impact on the economy of $101.5 million. This campaign included TV and radio spots that aired in Chicago, South Bend, Toledo, Traverse City, and Lansing. The research study indicates that the awareness and recall of the Grand Rapids television commercial increased substantially following the second year of the campaign.

The value of tourism continues to grow in Kent County with hotel room revenue at an all-time high of $127,092,448 during 2012. This figure is 11.1 percent higher than the previous record set in 2011, exceeding both Michigan's (7.7 percent) and the nation's (7.3 percent) gains."

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