After a year-long absence for lack of funds, the Pure Michigan tourism ad campaign is back, thanks to a $15M investment by the State of Michigan.
Initial features of the revived campaign include:
- Ads costing $865K supporting restaurants, retailers and other local businesses, begun in November and scheduled to run through 31 March
- Winter campaign showcasing both outdoor and indoor recreation, begun in late December, to run to 31 March (Watch the VIDEO, below.)
- Spring/summer 2021 promotion with costs to be shared 50-50 with cooperating regional DMOs
Most recently, Pure Michigan had an annual marketing budget of $36M. The cutback to $15M necessitates reducing spend on national cable TV and substituting less expensive media including digital, targeting Midwest markets and Canada for summer 2021.
