Daily Telegram Staff Writer
Posted May. 18, 2014 @ 1:00 pm
The state’s Pure Michigan summer tourism advertising campaign has begun.
For the second year, Tecumseh is included in the campaign. Local interests contributed almost $29,000 for the Tecumseh area’s participation in the Pure Michigan campaign, which triggered a match from the state. The television campaign has been airing since March. The summer campaign’s radio and television commercials will run and billboards displayed through- out the Great Lakes region.
This year, 36 private-sector partners are part of the state campaign, which has a budget of $6,278,268, including $2,069 from local entities. Six national partners are contributing $6.3 million and, with the Michigan Economic Development Corp. match, the total advertising campaign has a budget of $12.6 million.
The partners are divided into national, regional and in-state. Tecumseh is one of the 30 regional partners that include the Michigan Wine Council. Ann Arbor is one of the six national partners. “Tecumseh was recently relisted on the Travel Michigan homepage as a hot spot, which immediately spurred a dramatic increase in the hits to our Tecumseh websites,” said Paula Holtz, Tecumseh economic development director. “It is difficult to measure the impact this critically acclaimed campaign can have. While the audience for our radio spots is in the Fort Wayne and Lansing markets, the larger Pure Michigan campaign directs visitors to the Travel Michigan homepage from a national, and now international, audience.”
The regional market targeted with the advertising includes Chicago; Indianapolis, Fort Wayne and South Bend, Indiana; Cincinnati, Cleveland, Columbus and Dayton, Ohio; Green Bay and Milwaukee, Wisconsin; St. Louis; and Southern Ontario. Michigan ads will run in the Detroit, Bay City, Flint, Kalamazoo, Lansing, Grand Rapids, Saginaw and Traverse City markets.
According to the tourism division of the Michigan Economic Development Corp., leisure spending in Michigan hit record levels in 2013. According to D.K. Shifflet & Associates, visitor spending in Michigan hits $18.7 billion last year, including a record $13.8 billion in leisure travel spending.
“The momentum of the Pure Michigan campaign continues to grow, driving record levels of leisure travel spending and hotel occupancy in the state last year,” said Leslie Hornung, senior vice president of marketing and public relations at the MEDC. “Our summer regional campaign is a key component of our effort to attract new and repeat out-of-state travelers to Michigan.”
Radio commercials featuring the voice of actor Tim Allen highlight the small-town ambiance of Tecumseh and Lenawee County. The Tecumseh ad is one of six regional commercials.
Besides the radio ads, the city was featured in at least eight newspaper and magazine articles in 2013. The exposure resulted in a significant increase in visitors to the city’s website, as well as to other local websites, including the Tecumseh Area Chamber of Commerce and the Lenawee County Visitors Bureau, Holtz said.