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Pure Michigan 2012 National Ad Campaign Kicks Off

LANSING (WWJ) - The Pure Michigan national cable TV advertising campaign for spring and summer 2012 hits the airwaves across the country beginning Monday, March 19 and 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 advertising campaign.

The total budget for the 2012 national advertising campaign is $12 million, the largest budget ever dedicated to promoting Michigan as a tourism destination nationally.

"Michigan's scenic beauty, outdoor recreation and great cities make it the perfect destination for a summer vacation," said George Zimmermann, vice president for Travel Michigan, part of the Michigan Economic Development Corp. "We invite visitors from around the country to join us for the sunny warm days and cool nights that make Pure Michigan a summer oasis."

Pure Michigan television commercials will air nationally more than 5,000 times combined on the cable networks  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 can be viewed at and 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.

National partner ads will be added to the rotation beginning in mid-April.

Ann Arbor 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 advertising rotation. All partnership advertising also includes the Pure Michigan brand identity, a featured web presence on and support for public relations and social media efforts.

"We have seen dramatic increases in the number of out-of-state visitors coming to Michigan on vacation in recent years," Zimmermann said.  "We anticipate 2012 will be another big year for tourism in Michigan, and this national campaign is major factor in driving that momentum."

The Birmingham 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.

Travel Michigan is the state of Michigan's official agency for the promotion of tourism. Travel Michigan markets the state's tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to

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